INCRMNTAL vs. Appsflyer
What are the differences?

Most companies have some sort of an “SEO optimized” page showing why they are better than their competitors (i.e. Appsflyer vs. Adjust).
INCRMNTAL vs. Appsflyer is not a relevant distinction for us to make. We are like Cheese to Bread; two mutually exclusive and independent companies.  
And while our website advisor really wanted us to write a series of articles pointing out the benefits and advantages of INCRMNTAL against “competitors” such as Appsflyer, we firmly decided against this. We did however, see an advantage in explaining how INCRMNTAL and Appsflyer overlap and where we differ.

What is Appsflyer ? 

AppsFlyer is a mobile attribution platform that helps app developers and marketers track and analyze the performance of their mobile marketing campaigns. It relies on tracking users’ ad impressions or clicks, matching those to app installs to track performance. 
Appsflyer’s tracking methodology uses what is referred to as “Last Click” – giving the full credit of the conversion to the last advertising platform / campaign responsible for a click.

AppsFlyer was founded in Israel in 2011 by Oren Kaniel and Reshef Mann. The company initially received funding from Microsoft Ventures Accelerator, followed by Series A funding from Pitango and Magma partners. In 2015, AppsFlyer secured $20 million in Series B funding from Fidelity Growth Partners Europe, marking a significant milestone in its growth trajectory.

AppsFlyer has experienced substantial growth since its inception, expanding its team to over 1,000 employees across 18 global offices. The company's annual recurring revenue (ARR) has grown significantly, exceeding $400 million in 2024. Experts estimate that Appsflyer today has a 75% market share for Mobile App Attribution.

Appsflyer’s suite of products includes the core Measurement Suite, as well as newer products such as Creative Optimization, Cost Consolidation, Attribution Fraud Protection, Data Clean Room, and Incrementality measurement for Remarketing (or retargeting) utilizing user-level data. 

What is INCRMNTAL ?

INCRMNTAL is an AI powered marketing insights platform. The INCRMNTAL platform measures true incremental value and marginal results, without any reliance on user-level data (clicks, nor conversions), nor the use of geolift tests or planned experiments. 
The INCRMNTAL platform measures across all product platforms: iOS, Android, Websites, Retail store sales, and even telephone sales. 
INCRMNTAL’s measurement suite allows advertisers to measure performance for any medium such as Display, Search, Video, TV, CTV, Influencers, Podcast Ads, and others.

INCRMNTAL was founded in 2020 by Maor Sadra and Moti Tal. The company initially raised a Pre-Seed round from private investors including Eric Seufert, TodayVentures and others, followed by a Seed round led by Play Ventures.

INCRMNTAL has been growing rapidly having the fortune to launch a privacy compliant measurement suite around the same time Apple deployed its App Tracking Transparency. 
INCRMNTAL’s innovative approach has been praised by the scientific community, and was recognized with an innovation grant by the Israeli Innovation Authority.

INCRMNTAL’s initial product offering Analyst offers Advertisers the ability to ask specific or broad questions about the incremental performance of any marketing activities, as well as identify if there are any causal relationships between any external activities (such as holidays, promotions, or others) and marketing results.  

INCRMNTAL’s flagship product Explorer is the first Causal Attribution marketing platform, providing advertisers with a unified dashboard showing the incremental and marginal performance of all of their advertising activities, regardless of the medium, the channel, or the platform in which they operate. 

What are the differences between Appsflyer and INCRMNTAL ?

AppsFlyer and INCRMNTAL are both prominent players in the mobile marketing analytics space, but they serve distinct purposes:

• AppsFlyer:
  • Focus: Primarily an attribution platform. It helps marketers understand which marketing campaigns are driving app installs and user engagement.
  • Key Features: 
    • Comprehensive attribution: Tracks various attribution models (e.g., last-click, multi-touch).
    • Mobile app focus: Supports both iOS and Android.
    • Fraud prevention: Detects and mitigates fraudulent installs.
    • Data integrations: Connects with numerous ad networks, analytics tools, and other marketing platforms.
• INCRMNTAL:
  • Focus: Incrementality measurement. It helps marketers understand the true impact of their marketing campaigns by isolating the incremental lift they generate.
  • Key Features: 
    • Causal attribution: Employs advanced statistical methods to determine the true impact of marketing campaigns.
    • Continuous measurement: Enables ongoing measurement of campaign effectiveness, not just one-time tests.
    • Privacy-focused: Leverages privacy-preserving techniques to ensure data security and compliance.

What are the similarities between Appsflyer and INCRMNTAL ?

INCRMNTAL and Appsflyer have shared customers and very little overlap in the core offering to Advertisers. 
Some of the similarities between Appsflyer and INCRMNTAL are:

• Data-driven: Both platforms rely heavily on data analysis to provide insights into marketing performance.
• Digital marketing focus: Both cater specifically to the needs of digital marketers.
• Integration capabilities: Both integrate with other marketing and analytics tools to provide a holistic view of campaign performance.12

Why would an Advertiser need both Appsflyer and INCRMNTAL?

Appsflyer and INCRMNTAL are both marketing analytics companies, but in essence:

• AppsFlyer tells you which campaigns are driving installs and engagement.
• INCRMNTAL tells you how much value those campaigns are actually generating.

While they have some similarities, AppsFlyer and INCRMNTAL serve complementary roles in a mobile marketer's toolkit. Using them together can provide a more complete and accurate understanding of marketing campaign performance.