AppsFlyer

9 Ratings
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Score 8.2 out of 101

Google Marketing Platform (formerly DoubleClick)

146 Ratings
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Score 7.9 out of 101

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Likelihood to Recommend

AppsFlyer

I would recommend this tool to any bigger company with a mobile app and bigger budget. This tool is extremely helpful when you're running multiple user acquisition campaigns and would like to better understand which channel works best, and why. In other words, this is great for mobile marketing initiatives and optimizations.
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Google Marketing Platform (formerly DoubleClick)

DoubleClick works very well if you are running a search or programmatic campaigns, especially with search campaigns, you are able to consolidate your campaigns from multiple engines and apply its bidding tools to improve your performance and get the greatest amount of conversions for a reasonable CPC. However, these tools are not best suited when it comes to mobile advertising.
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Feature Rating Comparison

Ad Network Integration

AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.4
Data Transfer
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.5
DSP integration
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.4

Ad Campaigns

AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.4
Ad campaign creation
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.4
Ad deployment
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.5
Display advertising
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.4
Ad display and retargeting segmentation
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.8
Sequence targeting
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
9.0

Ad Reporting & Analytics

AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.3
Ad dashboards
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.9
Ad performance reports
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.5
Ad conversion tracking
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
9.3
Ad attribution reporting
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.3
Cross-channel ad management
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.7
Ad forecasting and optimization
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.1

Pros

  • OneLink is a great feature for deeplinking, I don't think any of AppsFlyer competitors offer anything similar
  • Attribution data is SUPER accurate
  • Amazing integrations and cross-platform support
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  • Bringing together data from multiple channels and engines and allows you to visualize the data in an easy to use platform. This saves time from using multiple logins for the different platforms.
  • Auto bidding tools save time from manual bidding, as it allows you to set the specific terms around what levels you want to cap your CPCs at. You then let DoubleClick adjust your bids to gain the most conversions from the cheapest CPCs. This frees up time to do other in-depth analysis and strategy.
  • DoubleClick also has the ability to track conversions and clicks on any page using their floodlight tags. This is good for tracking certain actions on yours or a client's site and is especially good if they do not use any other tools, such as Google Analytics or Adobe, to track conversions and user actions on site. You can also use these in conjunction with the auto bidding tools.
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Cons

  • The AppsFlyer UI for generating individual campaign trackers is terrible. I gave them feedback and they tell me that they are working on fixing it soon (in 6 months?).
  • AppsFlyer documentation for server to server integration for both install and engagement campaigns is (still!) very confusing.
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  • Double Click needs to give direct access to the small advertisers and agencies rather than small players getting access only through resellers.
  • The pricing model should be only based on impression volume or CPM not with respect to the type or size of creative you serve. This is a huge pain in the neck when a client or advertiser really needs to move forward with new formats or size of creatives and they have to redo their math on platform fee/spend level. Hence it is a simple case of cost-benefit analysis.
  • The UI of trafficking needs to be a little more tidy rather making it complex and comprehensive.
  • Also, the support for direct advertisers, small agencies or client's needs improvement. Rather, than all these small players going to the support team of resellers, they need to have a direct touch point access from Google itself.
  • For example, I reached out directly to the sales team of Double Click as a representative from my agency, where I needed to move away from my reseller rather to have the direct Double Click access, I never received a response from Google back on the request.
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Likelihood to Renew

AppsFlyer10.0
Based on 1 answer
AppsFlyer works well with our use cases already, and is working on addressing the gaps (of trackers UI)
Srikanth Bangalore profile photo
Google Marketing Platform (formerly DoubleClick)8.0
Based on 13 answers
Due to its adapting behavior with industry ad formats and seamless integration with publishers and DSP's, I don't see myself moving away from DCM. As we see the display advertising is getting more programatic and automated due to the rise of DSP and concept of RTB, Double Click has evolved with new advanced best practices
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Usability

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)8.0
Based on 2 answers
The Doubleclick interface is easy and simple to get a hang of. The options are slightly limited compared to other DSPs. But, for a simple campaign, this is a great DSP to move forward with. They have a ton of data and can plug into a lot of different partners
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Support

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)5.7
Based on 3 answers
The customer service team is understaffed and not equipped to handle the number of clients
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Implementation

No score
No answers yet
No answers on this topic
Google Marketing Platform (formerly DoubleClick)6.0
Based on 2 answers
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Alternatives Considered

We actually did an integration with Kochava. Our integration was Server To Server. It did not work out - we never got the right attribution. It was also a challenge to verify a real end-to-end campaign with a mobile network. To be fair, this was done 3-4 years ago, and Kochava might have improved in the meantime.
I evaluated DoubleClick as a way for measuring mobile attribution but gave up when I realized that most of our audience is on Facebook. DoubleClick does not integrate with Facebook, but AppsFlyer does.
Srikanth Bangalore profile photo
We evaluated multiple other tools such as Atlax, OpenX, AdRoll, and PointRoll. We picked up Double Click for multiple reason - 1. Creative Control and Creative Insights 2. Centralized Management of Campaigns and 3. Data Ownership. Double Click stood on par with other products out there in the market
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Return on Investment

  • We have spent more than $50 million on mobile campaigns, all tracked through AppsFlyer. If we assume measurement adds at least 10% value, then, we can quantify ROI at at-least $5 million.
  • We have 59 apps on AppsFlyer.
  • We have integrated with 101 ad networks through AppsFlyer (i.e. created trackers to run ads on these networks).
Srikanth Bangalore profile photo
  • Double Click definitely increased our team efficiency, where our team was quick in adapting the tool and learning more about the display trafficking.
  • Secondly it made my life easy where most of the publishers do work on DCM for Publishers and it made the tags implementation and exchange easy.
  • It met our client goals as an agency to move really quick in the market with their display ads, hence having a quick go to market strategy.
  • Amazing reporting capabilities made our clients strong believers on the numbers we provided on tactics in the market.
Namit Narain profile photo

Pricing Details

AppsFlyer

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Google Marketing Platform (formerly DoubleClick)

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details