15 Ratings
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Score 8.1 out of 101
160 Ratings
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Score 7.9 out of 101

Likelihood to Recommend

AppsFlyer

This is probably the best attribution and tracking tool out there at the moment. The best part is that this is being adopted by all the leading publishers and networks, so marketing teams can work with almost any company and they will have a tie-up AppsFlyer for a quick start of the campaign. It's best suited for ensuring we don't overpay due to fraud and due to incorrect attribution.
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Google Marketing Platform (formerly DoubleClick)

Google Marketing Platform is well-suited to handle digital advertising campaigns that span multiple media types (e.g. display, video, search). It offers a very large selection of reporting metrics and features that span all media types.I would likely recommend a different ad serving/reporting platform for video-only campaigns, as they offer more hands-on creative and trafficking services.
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Feature Rating Comparison

Ad Network Integration

AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.6
Data Transfer
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.6
DSP integration
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.5

Ad Campaigns

AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.0
Ad campaign creation
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.9
Ad deployment
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.8
Display advertising
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.1
Ad display and retargeting segmentation
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.9
Sequence targeting
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.5

Ad Reporting & Analytics

AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.8
Ad dashboards
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.8
Ad performance reports
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.9
Ad conversion tracking
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
8.6
Ad attribution reporting
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.7
Cross-channel ad management
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
7.8
Ad forecasting and optimization
AppsFlyer
Google Marketing Platform (formerly DoubleClick)
6.8

Pros

AppsFlyer

  • ROI reporting: something most competitors don't have.
  • Activity tracking: a full attribution platform to judge activity from a campaign.
  • Easy setup: not too many lines of code for our developers.
  • Ads integration: easy 1 to 2 step integration for digital ad networks.
Evan Laird profile photo

Google Marketing Platform (formerly DoubleClick)

  • 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

AppsFlyer

  • Kind of expensive, especially for SMBs
  • I’m not a huge fan of the dashboard UI and the mobile app is still a little buggy, but it keeps improving with every version, which is great.
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Google Marketing Platform (formerly DoubleClick)

  • There are certain segments such as location, demographics etc. that do not properly populate, especially in certain countries in the EU which means you have to revert to other products.
  • It experiences intermittent issues in functionality and accessibility of data, with data sometimes taking a day or so to show up following a sync error or the portal being inaccessible / signing you out.
  • Some of the bid strategies can be a bit opaque in regards to how they're functioning and it can require some trial and practice to get the most out of it.
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Likelihood to Renew

AppsFlyer

AppsFlyer 10.0
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)

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
Namit Narain profile photo

Usability

AppsFlyer

No score
No answers yet
No answers on this topic

Google Marketing Platform (formerly DoubleClick)

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

AppsFlyer

AppsFlyer 9.0
Based on 1 answer
Overall support is good, fast to respond and helps us with both tool related queries as well as publisher related escalations when it comes to fraud or attribution, as they step in and help justify on our behalf. They have a very small team though in India, it's time for them to scale up the team probably and assign exclusive support folks to large clients.
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Google Marketing Platform (formerly DoubleClick)

Google Marketing Platform (formerly DoubleClick) 5.7
Based on 3 answers
They do not have strong support team. It is tough to get answer when I need it. They always refer you to an online guide and not an actual person. If so, the person is based out of an offshore team in India and does not know the specific client goals .
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Implementation

AppsFlyer

No score
No answers yet
No answers on this topic

Google Marketing Platform (formerly DoubleClick)

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

AppsFlyer

Kochava was bad. A lot of bugs at that time, and it charges for every event triggered. We used Kochava for only around 6 months and we moved to AppsFlyer.
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Google Marketing Platform (formerly DoubleClick)

Marin takes a lot more time for everything, mainly for the campaigns setup. This also leads to many mistakes, which impact the performance. I've used Marin on a couple of previous clients and we've had many problems with it, mainly with correct conversion tracking and account optimizations. Besides, Marin is behind all the new features available on AdWords, which makes the tracking also not very flexible.
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Return on Investment

AppsFlyer

  • It's necessary if the client pays you by downloads
  • You can justify your results with Appsflyer, would be good or bad, because you have a lot of info inside appsflyer about the campaign
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Google Marketing Platform (formerly DoubleClick)

  • Increased efficiency - we have large time savings with the automation of keyword bidding and the ability to pull reporting from one UI instead of the separate engine UI's.
  • Time saving allow to focus on other initiatives, such as landing page and ad copy testing or keyword expansions.
Dana Berardi profile photo

Pricing Details

AppsFlyer

General

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

Google Marketing Platform (formerly DoubleClick)

General

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

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