Trying to figure out how much AppsFlyer costs can feel complicated. With multiple tiers, usage-based pricing, and premium add-ons, it’s easy to get lost. As a leading mobile attribution platform, AppsFlyer is a powerful investment for app growth, but you need to know exactly what you’re paying for.
At MetaCTO, we’ve helped dozens of companies navigate this exact challenge. We’ve integrated AppsFlyer for businesses of all sizes, giving us a clear view of the real-world costs. This guide breaks down AppsFlyer’s pricing structure, analyzes each plan, and reveals the hidden factors that affect your final bill.
Short on time? Here’s the quick summary: AppsFlyer offers three main pricing tiers: a Free “Zero” plan for apps with under 12,000 lifetime non-organic installs, a “Growth” plan that scales with usage, and a custom “Enterprise” plan for large-scale advertisers.
AppsFlyer Pricing Plans: At a Glance
To simplify the options, here is a high-level comparison of the three main AppsFlyer pricing plans. This table helps you quickly identify the best starting point for your business.
| Feature | Zero Plan (Free) | Growth Plan | Enterprise Plan |
|---|---|---|---|
| Cost | $0 | Starts at $0.07/install (volume discounts apply) | Custom Annual Contract |
| Best For | Startups & Pre-Launch Apps | Small to Medium Businesses | Large-Scale Advertisers |
| Non-Organic Installs | Up to 12,000 (Lifetime) | Pay-as-you-go | Custom / Unlimited |
| Media Sources | Owned Media Only | All Media Sources | All Media Sources |
| SKAN Support | ✅ | ✅ | ✅ |
| Basic Fraud Protection | ❌ | ✅ (Protect360) | ✅ (Protect360) |
| Data Locker (Raw Data) | ❌ | ❌ | ✅ (Premium Add-on) |
| Advanced Tools | ❌ | Limited Add-ons | ✅ |
| Support | Community & Docs | Standard Support | Dedicated CSM & Premium Support |
Deep Dive: AppsFlyer Pricing Tiers
AppsFlyer’s pricing is primarily based on the number of non-organic app installs (conversions) you track per month. This metric reflects the paid marketing efforts you’re measuring. Let’s break down what you get with each plan.
1. The Zero Plan (Free Tier)
The Zero plan is AppsFlyer’s free offering, designed for apps that are just starting out or have a small user base. It’s an excellent way to build a foundation for data-driven marketing without an initial investment.
- Cost: $0
- Best For: Startups, indie developers, and apps in the pre-launch or early growth phase. Ideal for validating an idea with a rapid MVP development approach.
- Key Limitation: Limited to 12,000 lifetime non-organic installs. This is the most critical factor. Once you cross this threshold, you must upgrade.
Zero Plan Feature Breakdown
| Feature | Details |
|---|---|
| Attribution | Unlimited owned media sources (email, QR codes, social profiles, web-to-app). |
| iOS 14.5+ Support | Includes a SKAdNetwork (SKAN) dashboard for aggregated iOS attribution. |
| Deep Linking | Basic capabilities through AppsFlyer’s OneLink technology. |
| Analytics | Access to a standard analytics dashboard with overview reports. |
| Support | Community support and access to documentation. |
The Zero plan is a fantastic way to integrate a powerful attribution tool without any upfront cost. However, any app with a serious user acquisition budget will outgrow it quickly.
2. The Growth Plan
The Growth plan is the most common tier for small to medium-sized businesses that are actively spending on user acquisition and need to measure ROI across all their channels.
- Cost: Starts at $0.07 per conversion, with the cost-per-install decreasing as volume increases. Expect to pay between $0.05 and $0.07 per conversion.
- Best For: Apps with a consistent marketing budget and a growing number of non-organic installs.
Growth Plan Feature Breakdown
| Feature | Details |
|---|---|
| Everything in Zero | Includes all features from the free tier. |
| Paid Media Attribution | Track all media sources, including major ad networks like Meta, Google, and TikTok. |
| Advanced Analytics | Deeper reporting tools, including cohort analysis and retention reports. |
| Fraud Protection | Comes with Protect360 for basic install fraud protection. |
| Premium Add-ons | Access to purchase additional features (e.g., advanced deep linking). |
The Growth plan offers the core functionality most marketers need. The key is to accurately forecast your monthly conversions to estimate your costs. Need help with this? Our fractional CTO service can help you build a cost model.
3. The Enterprise Plan
The Enterprise plan is a custom solution for large advertisers with high volumes, complex needs, or multiple apps. This tier is about more than just attribution; it’s about creating a centralized data hub for your entire marketing organization.
- Cost: Custom pricing based on volume and features. Typically involves an annual contract with a flat fee structure.
- Best For: Large enterprises, apps with millions of users, and advertisers requiring premium features and support.
Enterprise Plan Feature Breakdown
| Feature | Details |
|---|---|
| Everything in Growth | Includes all features from the Growth tier. |
| Data Locker | Your raw attribution data is delivered directly to your S3 or GCS bucket. This is a game-changer for AI development and data science teams but comes at a significant additional cost. |
| Advanced Tools | Incrementality measurement, TV attribution, and more sophisticated user journey tools. |
| Premium Support | A dedicated Customer Success Manager (CSM) and priority support. |
| Customization | Custom deep linking logic, flexible data retention policies, and more. |
When negotiating an Enterprise plan, it’s crucial to understand your data and support needs. MetaCTO specializes in helping businesses evaluate and negotiate enterprise software contracts to ensure you get the features you need without overpaying.
Beyond the Plan: Hidden Costs & Key Factors
Your AppsFlyer bill isn’t just about the base plan. Several factors can influence your total cost. Understanding these is key to accurate budgeting.
True Cost Factors Infographic
Designer Instructions
Create an infographic titled "True Cost Factors" that visually represents the concepts described in the surrounding content. Use MetaCTO brand colors (orange #f18700, secondary #9FFFF3) and follow the design guidelines from /requirements/STYLEGUIDE.md.
- Data Locker: As mentioned, this is a major add-on for Enterprise customers. Pricing is often based on data volume and can be a substantial part of the contract.
- Premium Features: Tools for audience segmentation, incrementality testing, and advanced fraud protection often come with additional fees.
- Support Packages: Enterprise plans may offer different tiers of customer support with varying response times and levels of expertise.
- Onboarding & Integration: While AppsFlyer provides documentation, a proper SDK integration requires skilled mobile app development resources. A flawed integration can lead to inaccurate data, costing you far more in the long run. Sometimes a project needs a project rescue effort to fix a bad setup.
Maximizing Your Investment: Setup, Integration & Maintenance
Choosing a plan is just the first step. To get a true ROI from AppsFlyer, you need flawless integration and expert maintenance. This is where many teams stumble.
A successful AppsFlyer setup involves:
- Strategic Planning: Defining your KPIs, conversion events, and data structure before writing a single line of code.
- SDK Integration: Correctly implementing the AppsFlyer SDK in your iOS and Android apps, including event tracking, deep linking, and privacy compliance.
- Dashboard Configuration: Setting up your dashboards, reports, and partner integrations to match your marketing stack.
- Ongoing Maintenance: Keeping the SDK updated, monitoring for data discrepancies, and adapting to platform changes like new iOS or Android privacy features.
The technical complexity of integration and maintenance is often underestimated. As a leading mobile app development company, MetaCTO offers end-to-end AppsFlyer integration and management services, ensuring your attribution data is accurate and actionable from day one.
Need an AppsFlyer Expert?
Don't risk your marketing data on a faulty setup. Our team of mobile experts can handle your entire AppsFlyer integration, from planning to maintenance. Schedule a free consultation to see how we can help.
Conclusion: Investing in a Partner, Not Just a Platform
Choosing the right AppsFlyer plan is a critical decision that impacts both your budget and your marketing capabilities. The Free plan offers an excellent entry point, the Growth plan provides the tools for scaling, and the Enterprise plan delivers the power and data access large advertisers need.
However, the most important takeaway is that the platform itself is only half the equation. The true value of AppsFlyer is unlocked through strategic, technically sound integration. Without it, you’re just collecting data; with it, you’re gaining actionable insights that drive growth and improve your monetization strategy.
If you’re ready to make a confident decision and ensure your investment in mobile attribution pays off, talk to our team at MetaCTO. We’ll help you build the right foundation for success.
Integration Roadmap Infographic
Designer Instructions
Create an infographic titled "Integration Roadmap" that visually represents the concepts described in the surrounding content. Use MetaCTO brand colors (orange #f18700, secondary #9FFFF3) and follow the design guidelines from /requirements/STYLEGUIDE.md.
Frequently Asked Questions (FAQ)
How much does AppsFlyer cost?
AppsFlyer's cost depends on the plan. It can be free with the 'Zero' plan (for up to 12,000 lifetime installs), or range from $0.05-$0.07 per install on the 'Growth' plan. The 'Enterprise' plan has custom annual pricing.
Is there an AppsFlyer free plan?
Yes, AppsFlyer offers a 'Zero' plan that is free forever. It includes basic attribution for owned media and SKAN support but is limited to 12,000 lifetime non-organic installs.
What is the AppsFlyer Growth Plan?
The Growth plan is a pay-as-you-go tier designed for growing apps. Pricing is based on the number of non-organic installs tracked each month, and it includes attribution for all major ad networks and basic fraud protection.
How does AppsFlyer compare to competitors like Adjust or Branch?
AppsFlyer, Adjust, and Branch are all leaders in mobile measurement. AppsFlyer is often praised for its user-friendly interface and strong market adoption. Adjust is known for its robust anti-fraud solutions, while Branch has deep expertise in deep linking. Pricing models are competitive and choosing the right one often depends on your specific feature needs and scale.
What is AppsFlyer Data Locker and how is it priced?
Data Locker is a premium Enterprise feature that provides raw event-level data directly to your cloud storage (like Amazon S3). This is invaluable for in-house BI and data science. Data Locker pricing is custom and is typically a significant part of an Enterprise contract, often based on data volume.