AppsFlyer
In short: AppsFlyer is a mobile attribution and marketing analytics company, founded in Israel in 2011 and headquartered in San Francisco. App developers use it to track where users come from and which campaigns convert. DII cites its data on dating app deletions and user acquisition costs, and reported an alleged Match Group breach involving it.
Key facts
| Type | Analytics and data |
|---|---|
| Headquarters | San Francisco, United States |
| Founded | 2011 |
| Website | appsflyer.com |
| LinkedIn profile | |
| Founded | Began in 2011, according to the company's own history [AppsFlyer, 2011] |
| Founder | Founded in Israel by Oren Kaniel and Reshef Mann; opened its US headquarters in San Francisco in February 2018 [Wikipedia, February 2018] |
| Fact | Described by DII as one of the mobile industry's dominant attribution platforms, used to track where users come from and how subscribers behave after install [Dating Industry Insights, 29 January 2026] |
| Fact | AppsFlyer data cited by DII showed 69 per cent of dating apps downloaded in November 2024 were deleted within a month [Dating Industry Insights, 18 August 2026] |
| Fact | AppsFlyer data from late 2024 cited by DII put user acquisition costs for dating apps in India's tier-one cities above $12 [Dating Industry Insights, 30 January 2026] |
About AppsFlyer
AppsFlyer is a mobile attribution and marketing analytics company. Its own history page dates its beginning to 2011, when it set out to give app businesses tools to measure and optimise mobile marketing. Wikipedia says it was founded in Israel by Oren Kaniel and Reshef Mann, and that it opened its United States headquarters in San Francisco in February 2018. Its products today include mobile and web attribution, marketing analytics, deep linking, audience segmentation and fraud protection.
Dating Industry Insights describes AppsFlyer as one of the mobile industry's dominant attribution platforms, used by app developers to track where users come from, which ad campaigns convert and how subscribers behave after install. Because its software development kit sits inside the app, it can see acquisition funnels, conversion events and device identifiers.
In 2026 DII used AppsFlyer data as a benchmark for the dating sector. One story cites its figures that 69 per cent of dating apps downloaded in November 2024 were deleted within a month. Another cites late-2024 AppsFlyer data putting user acquisition costs for dating apps in India's tier-one cities above $12. DII also covered a January 2026 claim by a cybercrime group about a Match Group data incident routed through AppsFlyer, and noted that AppsFlyer had not publicly commented at that time.
Stories about AppsFlyer
- Match Group's Data Breach: The Third-Party Risk Nobody Sees
ShinyHunters claims it stole 10 million records from Match Group apps via AppsFlyer. Match Group says 'limited' user data was affected.
Also mentioned in
- Eventbrite's Data Exposes Dating Apps' Retention Crisis
- Flutrr's Music Matching Has a Real Product Insight Buried Under the Marketing
- Hullo's AI Matchmaking Is a Swipe Deck With a Better Cover Story
- Gen Z's Dating App Exodus: A Verdict on Swipe Culture's Obsolescence
- Feels Hits $10M ARR Without US/UK. Is Dating's Cost Structure a Myth?
- Hily's Donut Stunt: A Sweet Admission of Algorithmic Failure
- Ysos Bets on Revealed Preferences. Can It Outperform Match Group?
- Lunch Actually's Paktor Acquisition: A Bet on Human-AI Hybrid Models
- Bumble's App Closures Signal the End of Portfolio Diversification
- Dateability's Growth Exposes VC Blind Spot in Disability Dating
- New Dating Apps Bet on Niche Markets. Investors Should Be Skeptical.
- GDI's London Line-Up: Betting on Niche Over Mainstream
Questions about AppsFlyer
What does AppsFlyer do?
AppsFlyer provides mobile attribution and marketing analytics, helping app developers see where users come from and which campaigns convert.
Where is AppsFlyer based?
Wikipedia gives its headquarters as San Francisco, with the company founded in Israel in 2011.
When was AppsFlyer founded?
AppsFlyer was founded in 2011.
Also known as: AppsFlyer Ltd.
Sources
- AppsFlyer: About us
- Wikipedia: AppsFlyer
- Dating Industry Insights: Match Group's Data Breach: The Third-Party Risk Nobody Sees
- Dating Industry Insights: Eventbrite's Data Exposes Dating Apps' Retention Crisis
- Dating Industry Insights: Flutrr's Music Matching Has a Real Product Insight Buried Under the Marketing