When it comes to making sure that marketing and app efforts are actually working, it's important to have the right attribution and analytics. AppsFlyer was founded in 2011 with the goal of helping to enable marketing data analytics and mobile attribution.
On Jan. 17, AppsFlyer announced that it has raised $56 million in Series C funding, bringing total funding to date to $84 million. The investment round was led by Qumra Capital, with the participation of Goldman Sachs Private Capital Investing (PCI), Deutsche Telekom Capital Partners (DTCP) and Pitango Growth.
The AppsFlyer platform has multiple features that can help organizations understand attribution. The attribution can include understanding how users end up installing a given application. The promise is that with AppsFlyer, an organization can identify and attribute the media, advertising or marketing source that led to an installation.
On the marketing analytics side, AppsFlyer provides its users with insight into how those who use an organization's applications interact with the app. The system also provides multiple types of reports, including user retention information and raw data reports.
With all the information and analytics that AppsFlyer provides, it also has insight into potential fraud instances. AppsFlyer has a technology it calls the Active Fraud suite that is powered by the company's anti-fraud database, aptly called 'the Vault'.
According to AppsFlyer, the Vault contains device-level metadata for over 98 percent of the world's smartphones and attribution and engagement metadata for over 20 billion app installs.
"Our mission is to focus on our clients and provide the marketing measurement platform they need to become successful in a hyper-competitive space," Oren Kaniel, CEO and co-founder of AppsFlyer, said in a statement. "In the past two years we delivered some game-changing products that fundamentally make marketing more accessible, measurable and predictable. This funding round will continue to fuel our product development and advance our strategy to build the ultimate measurement platform for marketers."
Sean Michael Kerner is a senior editor at EnterpriseAppsToday and InternetNews.com. Follow him on Twitter @TechJournalist.