AppsFlyer vs. Google Marketing Platform

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
AppsFlyer
Score 8.0 out of 10
N/A
AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 8,000+ technology partners to create better, more meaningful customer relationships.
$0.06
per conversion
Google Marketing Platform
Score 9.0 out of 10
N/A
Google Marketing Platform (a combination of former DoubleClick advertiser tools and Google Analytics 360 Suite) is a set of tools for marketers to manage their advertising campaigns. DoubleClick was acquired by Google in 2008. It focuses on uploading ads and reporting their performance and also provides forecasting tools to help predict future campaign needs. Bid optimization tools help manage pay-per-click (PPC) campaigns across search engines (e.g. Bing, Google, Yahoo!).N/A
Pricing
AppsFlyerGoogle Marketing Platform
Editions & Modules
Growth
$0.06
per conversion
Zero
Free Forever
Enterprise
Contact sales team
No answers on this topic
Offerings
Pricing Offerings
AppsFlyerGoogle Marketing Platform
Free Trial
YesNo
Free/Freemium Version
YesNo
Premium Consulting/Integration Services
YesNo
Entry-level Setup FeeOptionalNo setup fee
Additional Details——
More Pricing Information
Community Pulse
AppsFlyerGoogle Marketing Platform
Considered Both Products
AppsFlyer
Chose AppsFlyer
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 …
Google Marketing Platform

No answer on this topic

Top Pros
Top Cons
Features
AppsFlyerGoogle Marketing Platform
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
AppsFlyer
-
Ratings
Google Marketing Platform
9.5
28 Ratings
25% above category average
Data Transfer00 Ratings10.023 Ratings
DSP integration00 Ratings9.026 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
AppsFlyer
-
Ratings
Google Marketing Platform
7.9
32 Ratings
1% above category average
Ad campaign creation00 Ratings8.432 Ratings
Ad deployment00 Ratings8.432 Ratings
Display advertising00 Ratings8.029 Ratings
Ad display and retargeting segmentation00 Ratings7.730 Ratings
Sequence targeting00 Ratings7.023 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
AppsFlyer
-
Ratings
Google Marketing Platform
7.2
32 Ratings
7% below category average
Ad dashboards00 Ratings6.730 Ratings
Ad performance reports00 Ratings7.332 Ratings
Ad conversion tracking00 Ratings7.331 Ratings
Ad attribution reporting00 Ratings7.030 Ratings
Cross-channel ad management00 Ratings7.325 Ratings
Ad forecasting and optimization00 Ratings7.524 Ratings
Best Alternatives
AppsFlyerGoogle Marketing Platform
Small Businesses
Smartlook
Smartlook
Score 8.5 out of 10
Google Ad Manager
Google Ad Manager
Score 8.6 out of 10
Medium-sized Companies
Flurry Analytics
Flurry Analytics
Score 9.0 out of 10
The Trade Desk
The Trade Desk
Score 8.1 out of 10
Enterprises
Flurry Analytics
Flurry Analytics
Score 9.0 out of 10
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.9 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
AppsFlyerGoogle Marketing Platform
Likelihood to Recommend
9.7
(44 ratings)
7.4
(44 ratings)
Likelihood to Renew
10.0
(1 ratings)
8.0
(13 ratings)
Usability
-
(0 ratings)
8.0
(2 ratings)
Support Rating
6.0
(3 ratings)
9.0
(4 ratings)
Online Training
-
(0 ratings)
8.0
(1 ratings)
Implementation Rating
-
(0 ratings)
6.0
(2 ratings)
User Testimonials
AppsFlyerGoogle Marketing Platform
Likelihood to Recommend
AppsFlyer
Appsflyer is excellent for running numerous campaigns across many clients and keeping track of real-time performance. Attribution is top-notch and the platform is up to date with the innovations in the area while keeping its effective & trustworthy information. Exporting reports could be a bit more friendly but all in all, a truly great MMP.
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Google
I feel pretty neutral about Google Marketing Platform. For the longest time, my company wasn't using it because each of the features (Data Studio, Analytics, etc.) could be accessed separately. In fact, most of the time, I don't even go into Google Marketing Platform because it's easier to directly navigate to the individual platforms. There are very few features about GMP that can only be accessed from the GMP UI. The Integrations Center is probably the main feature I utilize from the GMP UI, which allows me to see a summary of the integrations I have in place across all my client properties and accounts.
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Pros
AppsFlyer
  • Appsflyer does deep linking well. It was reliable and works better than any past partner we've used. We no longer invest time and resources in fielding internal flags about broken links.
  • Appsflyer does particularly well at telling the story on industry landscape, identifying areas of opportunity for our brand to grow based on the depth and breadth of their experience in mobile.
  • The Appsflyer team offers best in class customer service. The account managers are knowledgeable, responsive, bright, invested and a pleasure to work with.
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Google
  • 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
  • Supports download of only 200K rows of raw data for in-app events
  • Supports download of raw data of in-app events for only 30 days duration max and for the last 90 days
  • Custom reports are limited.
  • Need to download raw data for deeper analysis
  • Cannot look into parameter level events without raw reports
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Google
  • The process for on-boarding new users can be difficult if they do not already have a Gmail or Gmail-linked account.
  • Difficult to troubleshoot technical issues (with the platform, with tags, etc.) because of the lack of customer support. Unclear if the agency has a dedicated team or individual to assist, and often have to deal with out-sourced support teams.
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Likelihood to Renew
AppsFlyer
AppsFlyer works well with our use cases already, and is working on addressing the gaps (of trackers UI)
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Google
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
AppsFlyer
No answers on this topic
Google
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 Rating
AppsFlyer
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
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 Rating
AppsFlyer
No answers on this topic
Google
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Alternatives Considered
AppsFlyer
Adjust is the best, followed by AppsFlyer. The rest are a joke and should be ashamed of themselves for putting out products that don't give marketers the insights they need to facilitate growth or identify fraud.
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Google
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
  • Allowed us to measure ROI correctly. We couldn't before.
  • Cut our Facebook ad and Google Adwords costs per install almost in half.
  • Added a few extra cents to each install, but it's worth it when looking at the optimization of the ads.
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Google
  • DS3 has improved ROI considerably due to its ability to make the work of a team of digital marketers to go further and improving internal efficiency.
  • There is a notable improvement in account performance for those integrated with DoubleClick as opposed to not, with better tracking, new bid strategy options, and a more responsive interface.
  • The additional fee on top of media spend is a considerable expense for a large advertiser, but the necessity of a product/solution such as this means that there is always likely to be some comparative cost.
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ScreenShots

AppsFlyer Screenshots

Screenshot of Custom dashboard.Screenshot of Engagement and retention dashboard.