A mobile attribution platform, in a nutshell, is a solution for tracking the success of marketing campaigns. By integrating an SDK into your app’s code, it tracks installs, identifies traffic sources, and provides campaign insights. These platforms help app owners understand which channels drive the most installs, allowing them to optimize their marketing efforts. Mobile attribution platforms can fall into three categories based on what users they cater to:

• Webmasters
• Affiliate networks and agencies
• Mobile app owners

Here, we focus on the third group - mobile app owners.

But first, let's break down what a mobile attribution platform is in more detail.

Mobile attribution is the way to identify and track the source of app installs by linking user actions across multiple marketing channels to specific app downloads. Attribution platforms track the complete user journey—from the first interaction with an ad to the app install. Mobile attribution helps app owners understand which marketing efforts are most effective in driving high-quality users.

Often, people confuse mobile attribution with analytics. Though both analyze the success of marketing efforts, they look at those from different angles. Mobile attribution, as mentioned, focuses on tracking where users come from and how they interact with your marketing campaigns.

Analytics, on the other hand, helps measure user behavior inside the app after install. While attribution platforms connect installs to specific campaigns or sources, analytics platforms track how users engage within the app, such as actions, retention, or purchases.

That's to say, you might need both to have a complete picture of your app’s performance.

Now, we mentioned that mobile attribution platforms track app installs through a detailed process that links marketing efforts to actual user behavior. Let’s look at it in more detail.

• User interaction with an ad—A user sees an advertisement on social media, within another app, or on a website, and clicks on it.

• Gathering user data—The ad network collects important user data, such as the device’s unique identifier (ID), device model, and geolocation. This information is encrypted into a unique identifier called a click ID.

• Sending the click ID to the attribution platform—The click ID is transmitted to the mobile attribution platform to mark the user’s action.

• App install—The user then installs the app from the App Store or Google Play. While the app store doesn't pass along any identifying information, the attribution platform continues to track the process.

• Launch and data capture—When the user opens the app, the attribution platform’s SDK, embedded in the app, captures data from the device. It then compares this information to the click ID it received earlier.

• Attribution determination—If the platform finds a match, the install is credited to the ad campaign that drove the user to download the app. If there’s no match, it’s recorded as an organic install.

• Sending conversion data back—Conversion data, including whether the user completed the install, is sent back to the ad network. This allows the marketing team to measure the effectiveness of their campaign and optimize it accordingly.

This entire process is known as server-to-server integration or postback. It’s a key feature for mobile attribution platforms because it ensures that tracking is accurate. Without postbacks, a platform can’t effectively link traffic sources to app installs—making the choice of attribution platform a critical decision.

There are plenty of mobile attribution tools on the market, but not all are equal. Some are paid, some are free. The main difference lies in how much data they give you—and what you can actually do with it.

To help you cut through the noise, we looked at customer reviews on platforms like G2, Trustpilot, and Software Advice. Based on that, we’ve picked six top tools. Four of them are better suited for companies focused on the US and EU markets. But if you're expanding globally—especially into CIS countries—two more might be worth a look.

All of these tools offer postback support, which means they can track ad-driven installs in real time. Most paid options like Appsflyer, Adjust, Branch, and Kochava offer free trials, followed by paid plans with advanced features and broader integrations.

AppMetrica and MyTracker both offer solid attribution capabilities for free. However each has limitations that might not fit every business, especially if you're working outside of CIS markets.

You might have heard of Google Firebase being quite a popular tool. However, we decided not to include it in our listing here, since it provides a significantly narrower functionality, compared to others. Yes, it supports postbacks and basic tracking, but it lags behind in features, UI, and ad network coverage—only about 50 are supported. Worse, install data shows up with a delay, which makes real-time campaign optimization difficult. Still, it might work for simple cases or early-stage apps, so a special mention is quite deserved.

Let’s take a closer look at each of these platforms—and what kind of business they’re best for.

AppsFlyer is one of the leading mobile attribution and marketing analytics platforms that helps marketers attribute every app install to the marketing campaign and media source that drove it.

• Mobile attribution

Real-time measurement and reporting of clicks, impressions, installs, re-installs, re-engagements, sessions, and uninstalls

• Multi-touch attribution

Provides insights into the entire customer journey across multiple touchpoints

• Configurable in-app events

Measure post-install events and attribute them to their respective media sources

• Fraud protection

Advanced tools to detect and prevent fraudulent activities

AppsFlyer can be a top contender for businesses aiming to scale, thanks to its wide range of integrations (we’re talking over 6,000 partners). The platform gives you detailed reports and real-time data, plus some solid fraud protection. It’s particularly good if you're looking to take your app’s marketing to the next level with robust tracking and analytics.

However, if you’re a smaller company, you might find AppsFlyer a bit too much. The platform can feel a little overwhelming with its wealth of features, and because pricing is volume-based, it can get pretty expensive as your business grows. Some users also note that the dashboard can be a little tricky to navigate initially.

AppsFlyer’s pricing is based on the number of attributed installs, required features, and attribution methods used—detailed pricing is available upon request.

• Zero plan (free)—Includes basic deep linking, custom links, and landing pages
• Growth plan ($0.07 per conversion)—Offers mobile attribution, analytics, basic fraud protection, and data exports
• Enterprise plan (custom pricing)—Provides advanced attribution, raw data access, enterprise-grade fraud protection, A/B testing, and dedicated support

The Zero and Growth plans include a welcome package with 12,000 free conversions in the first year and a 30-day trial of premium add-ons. The Enterprise plan is fully customized, so these offers may vary based on your agreement.

Adjust is a mobile marketing analytics platform trusted by growth-driven marketers worldwide, offering solutions for measuring and optimizing campaigns while protecting user data. ​

• Attribution tracking

Accurately attribute app installs and user actions to specific marketing campaigns and channels

• Fraud prevention

Robust tools to detect and prevent various types of ad fraud

• Audience segmentation

Create detailed user segments for targeted marketing efforts

• Automation

Streamline campaign management with automation features

Adjust is a solid choice if you're looking for comprehensive tracking and solid data insights. This mobile attribution platform shines with its fraud prevention tools, real-time analytics, and easy-to-understand reports. It’s flexible enough for companies of all sizes, and even if you're not super tech-savvy, you can still get value from it without too much hassle.

The downside? Adjust can be a bit on the pricier side, especially if you're just starting out. It’s also packed with features, which, while great, might feel a bit overwhelming at first. And while the platform is generally solid, some users have mentioned that getting quick help from customer support can be a bit hit or miss.

Adjust offers flexible pricing based on your app’s growth stage, attribution volume, and the features you need. Detailed pricing is available upon request.

• Base plan (free)—Ideal for indie developers, includes up to 1,500 monthly attributions and email support in English
• Core plan (custom pricing)—Best for growing apps with up to 250,000 annual attributions, includes volume discounts and extended support
• Enterprise plan (custom pricing)—Tailored for large-scale apps with more than 250,000 annual attributions, includes deeper discounts and a dedicated support team

All plans come with core features like click and impression-based attribution, unlimited organic installs, iOS measurement tools, custom attribution windows, and event tracking. Add-ons like CTV AdVision, Campaign Automation, and the Fraud Prevention Suite are available with Core and Enterprise plans.

To get exact pricing and see which plan fits your needs best, it’s a good idea to reach out to Adjust directly.

Branch is a cross-platform attribution and linking solution designed to help businesses unify mobile measurement and user experiences across devices, channels, and platforms.

• Deep linking

Seamlessly direct users to specific content within your app

• Attribution analytics

Measure the effectiveness of marketing campaigns across various channels

• Cross-platform support

Ensure consistent user experiences across different devices and platforms

• Fraud detection

Identify and mitigate fraudulent activities impacting your campaigns

Branch is a standout when it comes to deep linking. If you’re looking to deliver seamless user experiences across devices and platforms, this is your platform. It also provides detailed attribution data, which makes it super useful for fine-tuning your marketing efforts and optimizing your campaigns across the board.

The one downside is that while Branch is fantastic for deep linking, its attribution features might not be as powerful or detailed as some of its competitors, like AppsFlyer or Adjust. Plus, if you rely on a wide range of integrations, you might find that Branch doesn’t offer quite as many as some other platforms.

Branch's pricing considers the scale of your business, the features you need, and your monthly active users (MAUs). Detailed pricing information is available upon request. According to their G2 listing, The available pricing plans include:

• Launch plan (free)—for startups and small businesses. This plan supports up to 10,000 MAUs and includes core features like cross-platform deep linking, branded links, app store redirects, and QR codes
• Enterprise plan (custom pricing)—for larger businesses and enterprises, accommodating over 50,000 MAUs and offering advanced features such as fraud prevention, custom audience building, advanced cohorting, and flexible data retention. It also provides enterprise-level support, including a dedicated success manager

For businesses with fewer than 10,000 MAUs, Branch offers additional premium solutions like mobile banners, universal ads, and data feeds for free. For more details, it's best to contact Branch directly to discuss your needs.

Kochava is a real-time mobile attribution, analytics, and unified audience platform designed to support the market research needs of digital marketers. ​

• Omnichannel attribution

Measure and analyze user engagement across various channels and devices

• Fraud prevention

Tools to detect and prevent mobile ad fraud

• Audience segmentation

Create and target specific user cohorts for personalized marketing

• Real-time analytics

Access up-to-date data to inform marketing decisions

Kochava is known for being super flexible. You can use it for everything from audience segmentation to predictive analytics, and it tracks across multiple devices and platforms, which is perfect for businesses with complex marketing strategies. It’s a solid choice for those looking for detailed, cross-platform data.

On the flip side, getting started with Kochava can be a bit of a challenge, especially if you don’t have a technical background. While the platform offers a lot of features, it might feel a bit too much for someone just starting out in mobile marketing. Some people also feel that the reports, while thorough, aren’t as detailed as they’d like.

Kochava offers multiple pricing editions, including a free trial. Specific pricing details can be obtained by contacting Kochava directly.

• Free plan—Includes basic mobile app attribution, deep linking, A/B testing, and fraud prevention for startups and small businesses
• Foundation plan ($100/month)—Adds 10,000 conversions per month, advanced deep linking, uninstall tracking, event-level reporting, and 100 raw data queries per month
• Enterprise plan (custom pricing)—Designed for large enterprises, offering advanced features like OTT/CTV measurement, media cost tracking, predictive churn modeling, and unlimited raw data queries

AppMetrica is a free analytics and attribution platform tailored to mobile developers. It offers real-time data tracking, user behavior insights, and crash reporting. While especially strong in CIS markets, it's fully functional in international projects too—with some limitations.

• Real-time user analytics

Track in-app events and user behavior as they happen

• Attribution tracking

Connect ad campaigns to installs and actions

• Crash analytics

Monitor app stability and pinpoint performance issues

• Built-in push notifications

Create user engagement campaigns directly in the platform

AppMetrica can be a great option if you're looking for a budget-friendly yet robust mobile attribution platform. It's packed with useful features like in-depth analytics, user behavior tracking, and easy integration with your app. You also get access to a solid suite of marketing tools, including push notifications and in-app messaging. Plus, the platform is free for apps that don’t have massive traffic, which makes it an attractive choice for smaller businesses or startups.

Being a great tool for the price, AppMetrica still might not be as feature-rich or customizable as some of the more expensive platforms. It also has a bit of a learning curve, especially for those who are new to mobile attribution. Some users have noted that the interface can feel a little clunky and not as intuitive as they’d like, which can slow things down a bit.

AppMetrica is often described as entirely free, with no paid tiers or usage limits. That’s because their free plan is quite comprehensive and caters to many various businesses' needs. So, it can be a solid alternative—or a complementary tool to more popular paid mobile attribution platforms—especially if you're expanding into regions it covers more effectively. There are also paid plans for larger enterprises that require even more flexibility.

• Free plan ($0/month)—Includes unlimited basic event tracking, up to 100 million custom events/month, 2 A/B tests, and standard reports
• Custom plan (from $90/month)—Adds extra tools and extended limits, including increased event limits, more A/B tests, and enhanced data streaming
• Pro plan ($3,000/month)—Includes unlimited custom events, 50 A/B tests, 2,000 remote config flags, advanced predictions, and premium support

MyTracker is another free mobile analytics and attribution solution in our list. It’s well-suited for teams that prioritize deep analytics and monetization metrics, especially in the CIS market. It is quite powerful but requires more setup and technical skills than some alternatives.

MyTracker is one of those platforms that balances simplicity with powerful functionality. It’s particularly known for being super user-friendly, making it easy for even beginners to dive in. MyTracker offers detailed tracking of user interactions and revenue attribution, which is especially useful if you're working with mobile apps that focus on monetization. You also get access to multi-channel campaign tracking and in-depth performance insights, all in one neat package.

On the downside, MyTracker might not be the best fit for companies that require advanced, highly customizable features. While it covers most of the basics, it doesn't have quite the same level of depth in terms of advanced reporting or integrations as some of the bigger players like Adjust or AppsFlyer. Additionally, some users have said that the support team can be slow to respond at times.

MyTracker provides a plethora of features for free without usage-based charges. You might want to figure out the whole list of pricing plans they offer, contacting the team directly.

As you can see, each platform has its own strengths and weaknesses. Some are more focused on detailed analytics, while others might shine in ease of integration or scalability. With so many options to consider, it might not be obvious which one to go with. So, let’s look at the factors you might want to take into account.

The platform you pick will impact the accuracy of your data, your campaigns' effectiveness, and the overall growth of your app. At this point, you might want to approach the selection process wisely and have a plan featuring all those critical points that would impact your final decision.

Without a doubt, this step is the first and foremost, as it determines all your requirements for a mobile attribution platform.

Understanding your needs helps you avoid spending time and resources on a platform that doesn’t align with your goals and specific objectives. Should it be deep analytics, regional targeting, or a need for a cost-effective, straightforward tool, understanding your needs ensures that you invest in a platform that will deliver value without unnecessary complexity or cost.

Attribution platforms should work smoothly with the advertising channels you already use. Some platforms offer strong integrations with a wide range of networks, while others might only connect to a handful. At this point, you might want to make sure the platform supports the key advertising sources you rely on, like social media, ad exchanges, or in-app ads, so that you can track all your campaigns effectively without gaps, giving you a complete picture of your marketing performance.

When it comes to mobile attribution, the accuracy of your data is non-negotiable. Platforms that offer server-to-server integrations typically provide real-time, reliable data, which is crucial for making quick adjustments to campaigns. On the other hand, platforms that rely on batch updates or delayed reporting may hinder your ability to optimize at the moment. It's important to ensure the platform you choose delivers the data granularity you need, allowing you to make informed decisions quickly and effectively.

You might want to balance the cost against the features you truly need. Some attribution platforms offer free versions, but these often come with limitations—whether that’s fewer features or less robust support. Paid platforms usually offer more advanced functionality, but the costs can add up as your app scales. If you're just starting out or working with a limited budget, a free platform like AppMetrica might suit your needs in the short term. However, as your business grows, you may need to upgrade to unlock more powerful tools and support to keep pace with your expansion.

If your app has a particular focus on certain regions—especially those outside the US and EU—it's important to select a platform that excels in those areas. Some attribution tools have strong regional support and a better understanding of local markets. Choosing a platform with expertise in your target regions can improve your data accuracy and provide a competitive edge when it comes to localized marketing efforts.

As obvious as it is, consider the level of customer support and the user experience. A good platform should not only be powerful but also easy to use. Look for one that offers comprehensive documentation, responsive customer service, and a straightforward setup process. If you're new to attribution or don't have a dedicated analytics team, a platform with intuitive features and strong support can save you a lot of time and frustration.

Selecting the right mobile attribution platform is a critical decision that can shape the success of your marketing efforts and the overall performance of your app. With so many options out there, it’s essential to evaluate each platform through the lens of your unique business needs, target audience, and required support. Whether you're an indie developer, a growing startup, or a large enterprise, there’s a solution that fits. By considering key factors like real-time tracking, fraud prevention, and pricing, you can choose a platform that not only tracks installs but actively contributes to your app's growth and optimization. In the end, the right attribution platform isn’t just a tool; it’s an investment in the long-term success of your app.