AppsFlyer vs Kochava

by Gralio Mar 11, 2025

AppsFlyer and Kochava are both mobile marketing analytics platforms, but they cater to different needs. AppsFlyer excels in mobile attribution and fraud prevention, while Kochava offers more advanced analytics tools like incrementality measurement and marketing mix modeling. Choose AppsFlyer if mobile is your primary focus and fraud prevention is crucial. Choose Kochava if you need deep insights into your marketing campaign performance across various platforms.

At Gralio.ai we help to simplify your decision-making process by offering detailed, side-by-side software comparisons like this one, to help you confidently choose the tool that aligns with your business goals.

This comparison was created by analysing 822 reviews and 60 websites, saving 5 hours, 4 minutes of reading.

AppsFlyer

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Kochava

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About

AppsFlyer is a software platform that helps businesses understand and improve their mobile apps. It provides data and tools to track marketing campaigns, analyze user behavior, prevent fraud, and enhance user engagement. This data helps businesses make informed decisions about their app marketing strategies, understand what is working, and improve their return on investment. AppsFlyer is a trusted partner for many large companies and prioritizes user privacy.

Kochava offers a suite of tools for businesses to understand the effectiveness of their digital advertising. Their platform helps measure if ads, across various platforms like websites and mobile apps, actually lead to customers buying products or using services. Kochava specializes in providing detailed reports and analysis on these ad campaigns, particularly focusing on proving their real value for your marketing budget.

Summary

Main difference

AppsFlyer is a comprehensive mobile attribution and marketing analytics platform best suited for businesses heavily reliant on mobile marketing and seeking robust fraud prevention. Kochava offers advanced analytics, including incrementality measurement and marketing mix modeling, making it a strong choice for businesses focused on in-depth analysis of marketing campaign effectiveness across multiple platforms.

Relative strengths of AppsFlyer (compared to Kochava)

Stronger mobile attribution and fraud prevention capabilities, particularly with features like Protect360.
More user-friendly interface and easier onboarding for core features.
Seamless integrations with a wider range of ad networks and marketing platforms.

Relative weaknesses of AppsFlyer (compared to Kochava)

Less advanced analytics capabilities compared to Kochava, lacking features like incrementality measurement and marketing mix modeling.
Simpler reporting and dashboard customization options.
Pricing can be complex and potentially expensive for smaller businesses, especially with the usage-based Growth plan.

What companies are using AppsFlyer and Kochava?

No data

Focus Brands

The North Face

Property Finder

Who should use AppsFlyer VS. Kochava

AppsFlyer offers comprehensive mobile attribution and marketing analytics, empowering businesses to optimize campaigns and maximize ROI. Users praise its robust fraud detection (Protect360) and seamless integrations. However, some note data discrepancies and complex pricing. Best for medium to large businesses in finance, IT, and marketing.

Kochava offers robust mobile attribution and analytics, empowering businesses to understand their ad campaign effectiveness. Users praise the detailed app insights and smart link features. However, some find the UI clunky and the advanced features complex. Best for medium to large gaming, fintech, and e-commerce companies seeking in-depth ad performance analysis.

Best for medium to large businesses (101+ employees) needing robust mobile attribution and marketing analytics.
Ideal for Finance, Banking, Insurance, IT, Telecom, and Marketing/Advertising.

Best for medium to large businesses (101+ employees).
Ideal for mobile-first companies in gaming, fintech, and e-commerce.

AppsFlyer and Kochava features

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Cross-Platform Measurement

Supported

AppsFlyer supports cross-platform measurement for mobile, web, PC, and console.

Supported

Kochava supports cross-platform measurement for mobile, web, and other connected devices.
Marketing ROI Measurement

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AppsFlyer supports marketing ROI measurement with its ROI360 platform, offering comprehensive cost and revenue analysis.

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Kochava supports marketing ROI measurement with unified cost and revenue tools, multi-touch attribution, and real-time analytics.
Multi-Touch Attribution

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AppsFlyer supports multi-touch attribution, allowing businesses to understand the customer journey.

Supported

Kochava supports multi-touch attribution to analyze customer journeys and attribute value across multiple touchpoints.
OneLink support

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AppsFlyer supports OneLink to attribute app installs across platforms.

Not supported

Kochava does not support AppsFlyer OneLink but offers a similar solution called SmartLinks.
Cross-platform attribution

Supported

AppsFlyer supports cross-platform attribution, tracking installs, events, and revenue across iOS and Android.

Supported

Kochava supports cross-platform attribution, tracking installs, events, and revenue across iOS and Android.
Campaign tracking

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AppsFlyer enables tracking performance of marketing campaigns.

Supported

Kochava supports campaign tracking across various channels and integrates with many media partners.

Qualities

Value and Pricing Transparency

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Customer Service

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Ease of Use

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Reliability and Performance

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Ease of Implementation

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Scalability

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AppsFlyer and Kochava Pricing

AppsFlyer utilizes a tiered pricing model with a free plan, a usage-based Growth plan, and a custom-priced Enterprise plan. The Growth plan starts with a Welcome Package offering 12K free conversions for the first year and a 30-day trial of select premium add-ons.

Plans

See full Pricing page

Kochava offers a free plan and 2 paid plans for its mobile attribution and analytics platform. They have additional services like Foundry Strategic Services, Kochava for Publishers, Search Ads Maven, and AIM which have custom pricing. Contact them for a pricing consultation.

Plans

See full Pricing page

AppsFlyer and Kochava review insights

Users love

AppsFlyer is widely praised for its comprehensive mobile attribution and marketing analytics capabilities.
The platform offers robust fraud detection and prevention tools, particularly Protect360.
Users appreciate the user-friendly interface and ease of use for core features.
Seamless integration with various ad networks and marketing platforms is a major advantage.
AppsFlyer provides extensive documentation and resources to support users.

The customer support team is responsive, helpful, and provides excellent assistance.
Offers detailed app insights, particularly around attribution.
Provides a straightforward interface for basic tasks and SDK integration.
Offers robust analytics and deep data insights for measuring marketing effectiveness.
The smart link feature is user-friendly and facilitates cross-platform user journeys.

Users dislike

Data discrepancies between AppsFlyer and internal or ad network data are a recurring complaint.
High pricing and complex pricing model are frequently criticized, especially for smaller businesses.
Customer support, while generally praised, can be slow or unresponsive at times.
Limited customization options for reports and dashboards.

Custom queries are difficult to use and require remembering SQL syntax.
Limited historical data is accessible through the user interface.
Data export API connections are unreliable and inefficient.
The platform's UI is often slow, clunky, and difficult to navigate.
The learning curve is steep, especially for advanced features and custom reporting.

AppsFlyer and Kochava Ratings

G2

4.4/5

(628)
Capterra

4.4/5

(55)
TrustPilot

1.7/5

(17)
Glassdoor

4.2/5

(404)

G2

4.0/5

(122)
Glassdoor

3.7/5

(52)

Company health

Employee growth

2% decrease in the last year

8% increase in the last year

Web traffic

5% increase in the last quarter

60% increase in the last quarter

Financing

August 2020 - $293M

March 2015 - $3M

How do AppsFlyer's fraud prevention tools compare to Kochava's?

Both AppsFlyer and Kochava offer robust fraud prevention tools. AppsFlyer's Protect360 is frequently praised for its effectiveness, while Kochava also provides fraud prevention capabilities as part of its attribution and measurement suite. Direct comparison information is limited, suggesting further research into specific fraud prevention features offered by each platform is needed to determine which best suits a particular business's needs.

Which platform provides better cross-platform attribution for both web and app?

AppsFlyer provides better cross-platform attribution for both web and app. While both platforms offer cross-platform attribution for iOS and Android, AppsFlyer explicitly states support for web, PC, and console platforms as well, offering more comprehensive coverage than Kochava. AppsFlyer's OneLink feature further enhances its cross-platform capabilities by enabling unified attribution across various platforms.

What are the advantages of AppsFlyer?

AppsFlyer offers AI-powered creative optimization, which Kochava doesn't, allowing for automated improvement of ad creatives. AppsFlyer also provides a free tier for smaller businesses getting started, while Kochava's entry-level paid plan has a fixed cost. User reviews highlight AppsFlyer's comprehensive mobile attribution and robust fraud prevention, while also praising its user-friendly interface and seamless integrations.

What are the disadvantages of AppsFlyer?

AppsFlyer's pricing can be complex and expensive, especially for smaller businesses. Some users report data discrepancies between AppsFlyer and other data sources. While generally well-regarded, customer support can sometimes be slow or unresponsive. Finally, users desire more customization options for reports and dashboards.

Is AppsFlyer cheaper than Kochava?

It's difficult to definitively say whether AppsFlyer is cheaper than Kochava without more detailed pricing information. AppsFlyer's Growth plan is usage-based, charging $0.07 per conversion after an initial free period. Kochava offers a free plan, but their paid plans start with a flat fee of $500. Which is cheaper will depend on the number of conversions a business expects. If a business anticipates a high volume of conversions, AppsFlyer's per-conversion cost could exceed Kochava's flat fee. Conversely, for lower conversion volumes, AppsFlyer could be more economical. Both offer custom Enterprise pricing, making a direct comparison difficult without personalized quotes.

Alternatives to AppsFlyer and Kochava

Cometly

Cometly is a software platform designed for businesses to better understand the effectiveness of their online advertising. It helps marketing teams track which ads lead to sales or other desired actions, like signing up for a newsletter. Cometly provides data and reports that show which ads are performing well and offers tools to help improve ad campaigns. It is used by companies who sell software, marketing agencies, and online stores.

Singular

Singular is a marketing analytics platform that helps businesses understand the return on investment of their marketing campaigns. It offers tools for mobile attribution, cost aggregation, fraud prevention, and marketing data integration. Singular is designed for medium to large businesses that need accurate and actionable marketing data. Its focus on providing a complete view of marketing ROI makes it a valuable tool for data-driven marketing teams.

Branch

Branch helps businesses understand what marketing campaigns are driving app downloads and user actions. Its tools help create links that work seamlessly across different platforms, giving users a smooth experience. Branch also provides insights into campaign performance so you can invest in what works.

Tenjin

Tenjin is a mobile app marketing platform designed for small to medium-sized businesses. It helps you understand which advertising campaigns attract the most users and how those users behave in your app. Tenjin offers tools for analyzing advertising spend, tracking in-app purchases, and preventing ad fraud. Their free plan supports up to 2,000 new users per month.

WASK

WASK is a software tool designed for managing online advertising campaigns across platforms like Google, Facebook, and Instagram. It helps businesses create, launch, and analyze their ads all in one place. WASK offers features to optimize ad spending for better results, provides data and reports on ad performance, and includes tools for tasks like A/B testing and audience targeting. It's particularly aimed at making digital advertising more accessible and efficient for businesses without requiring deep technical expertise.

Adjust

Adjust is a software suite designed to help you understand and improve your mobile app's performance. It provides data on where users find your app, how they interact with it, and how well your advertising campaigns are performing. Adjust helps you make informed decisions about your marketing strategy by identifying areas for improvement and maximizing your return on investment. Its reporting tools offer clear visualizations of your app's data. Adjust is part of AppLovin, a large company specializing in marketing software for app developers.

Page co-authored by

Michal Kaczor

CEO at Gralio

Michal has worked at startups for many years and writes about topics relating to software selection and IT management. As a former consultant for Bain, a business advisory company, he also knows how to understand needs of any business and find solutions to its problems.

Tymon Terlikiewicz

CTO at Gralio

Tymon is a seasoned CTO who loves finding the perfect tools for any task. He recently headed up the tech department at Batmaid, a well-known Swiss company, where he managed about 60 software purchases, including CX, HR, Payroll, Marketing automation and various developer tools.

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