Sponsored by AppsFlyer • May 21, 2026 •
Ran Avrahamy, Chief Marketing Officer, AppsFlyerWeb marketers have spent years building performance measurement on a foundation that is increasingly hard to trust. Cookies are unreliable, platform self-reporting is contradictory and AI-generated discovery is eating into observable traffic. And the signals that once made the web feel legible — referral paths, session data, conversion events — are becoming fragmented.
None of this is new to anyone who has run mobile campaigns.
Mobile developed a measurement discipline that web marketers increasingly need: independent attribution, structured conversion signals, server-side postbacks and feedback loops that support in-flight optimization across fragmented platforms. The web is larger and has a more mature ecosystem of platforms and point solutions, so mobile got to the harder measurement problem first.
Mobile had to get there early — apps operated across operating systems, app stores, ad networks and walled gardens from day one. Identity was harder to reconcile, as journeys crossed devices and marketers were held accountable for installs, purchases, subscriptions and retention.
