Singapore – AppsFlyer has launched “Web Performance Measurement”, extending its mobile attribution framework to the web and providing marketers with a single independent source of truth across web and mobile, powered by the same signal infrastructure long used in mobile performance marketing.
The new capability introduces a performance attribution and activation layer that sits alongside existing analytics tools. It is designed to reduce discrepancies in network reporting, address gaps between measurement and optimisation, and connect mobile acquisition with web conversion without requiring additional tools or fragmented workflows.
The offering includes Web Attribution and Optimisation Signals, which provide mobile-grade measurement for web campaigns under a single attribution framework and route real-time conversion signals to major ad networks.
It also features extended attribution coverage for walled gardens, enabling unified reporting across major ad platforms under a consistent measurement layer to improve cross-network visibility. Creative for Web allows marketers to apply cross-platform creative insights across web and mobile to inform creative decisions and optimisation.
Cost and revenue omnichannel measurement links mobile acquisition and web conversion, as well as web acquisition and mobile conversions, into a single attribution path, providing a consolidated view of return on ad spend across channels.
Barak Witkowski, Chief Product Officer at AppsFlyer, said, “Marketers have been running mobile-grade measurement for a decade, but web has never caught up. That gap has cost brands both budget and performance. When web and mobile operate on separate measurement systems, you end up optimising each channel in isolation.”
Witkowski added, “Web Performance Measurement closes that gap, giving marketers one complete view of performance across every channel so they can stop maximising individual channels and start maximising their business.”
