AppsFlyer Pricing Explained: What You Actually Pay For

Short answer: AppsFlyer publishes three plans: Zero (free, owned media only), Growth (pay as you go, $0.07 per conversion after 12k free conversions in the first year) and Enterprise (custom pricing). At 10k, 50k and 100k paid installs a month, Growth works out to about $700, $3,500 and $7,000 a month once the free allowance is used, before any re-engagements or re-attributions, against about $120, $500 and $900 on Linkrunner's published card.

AppsFlyer is the most common mobile measurement partner on app marketers' shortlists, and unlike many vendors it publishes a real per-unit rate. The headline number is easy to find. What it means for your monthly invoice takes more reading: what a "conversion" is, how long the free allowance lasts, and which features sit on a plan with no published price.

We build Linkrunner, so read our numbers with that in mind. Every AppsFlyer figure below comes from AppsFlyer's pricing page and its deep linking pricing page, read on 2 November 2026, so you can check each one yourself.

For the wider market, see what an MMP actually costs in 2026. This post stays on one question: what AppsFlyer charges, and why the bill grows.

AppsFlyer's three plans in 2026

What this means in practice:

• If you run paid ads, you start on Growth. Zero's plan grid shows no ad network integrations, no multi-touch attribution and no deferred deep linking.
• Growth has one published rate. The page lists $0.07 per conversion with no volume tiers, so the rate at 100k a month is the same as at 10k.
• Enterprise has no published rate. You get a quote, which depends on volume, modules and negotiation.
• Payment: credit card, PayPal, or direct debit in select countries, and you can switch plans from the platform.

What counts as a conversion

This is the line that decides your bill. AppsFlyer defines a conversion as a successful install or user action that a campaign you measure with AppsFlyer drove. That includes:

• New installs attributed to a campaign.
• Re-engagements: an existing user brought back into the app by a campaign.
• Re-attributions: a returning user who reinstalls and is credited to a new campaign.

Organic installs and actions, the ones AppsFlyer does not attribute, are not counted and are free.

So the number you pay for is not "installs from ads". It is installs plus every campaign-driven return. Across Linkrunner projects, around 3 per cent of installs are reattributions of existing users, and retargeting spend adds re-engagements on top. Both are small for a pure acquisition app and large for an app that runs heavy remarketing.

What the Welcome Package covers

Zero and Growth both start with the same one-time Welcome Package:

• 12k free conversions, to use within the first 12 months after sign-up. At a steady 10k paid installs a month, that is gone in month two.
• Core marketing analytics and SKAN support for iOS campaign measurement.
• A 30-day trial of premium add-ons: Raw Data API Access, API Analytics Suite and Custom Dashboards. The trial starts at sign-up, continued use needs a paid subscription, and it does not include the premium features that come with Enterprise.

At the Growth rate, 12k conversions are worth $840. It is a useful allowance for testing, not a free tier you can run on. Our free MMP plans compared post lines it up against every other vendor's free plan.

Which features need Enterprise

AppsFlyer's FAQ lists its premium features as API access, Protect360 (fraud protection), Audiences, Data Locker "and more", without prices. The plan comparison grid on the same page marks these as Enterprise only:

• Fraud: Protect360 advanced fraud protection, post-attribution protection, in-app event and CPA fraud protection, and fraud validation rules. Growth has basic fraud protection. See our glossary entry on attribution fraud for why this matters on paid traffic.
• Raw data and APIs: Push API, Pull API and Data Locker. Growth has data report exports and the aggregated data API.
• Cost and revenue: real-time ad spend aggregation, cost ETL, cost API integrations, receipt-validated in-app purchase measurement, in-app subscription revenue and impression-level ad revenue. Growth has basic ad spend reporting.
• Audiences and incrementality: custom audiences, exclusion lists and incrementality lift testing.
• Deep linking extras: bulk links, email service provider integration and the OneLink API.
• Team and support: user management, audit log and a dedicated Customer Success Manager.

Growth does include multi-touch attribution, deferred deep linking, SKAN Conversion Studio, ad network and partner integrations, smart banners, branded links and referral links.

AppsFlyer deep linking pricing

AppsFlyer also prices its Deep Linking Suite on a separate page, with four tiers:

• Zero: short links, QR codes, web and social to app routing, basic performance data.
• Standard: adds deep links to specific screens, deferred deep linking and referral journeys.
• Advanced: adds smart banners, bulk links, branded domains and cross-channel analysis.
• Premium: adds data streaming, email and CRM connections, MCP integration and OneLink API access.

Standard, Advanced and Premium are listed as custom pricing, and the page does not publish included clicks or overage rates.

Worked cost at 10k, 50k and 100k installs a month

These use published list rates only, with the free allowances already used up. Linkrunner is listed first, as on every comparison on this blog.

How we did the maths:

• AppsFlyer Growth: conversions × $0.07. 10k × $0.07 = $700. 50k × $0.07 = $3,500. 100k × $0.07 = $7,000. Twelve months is 12 times that.
• Linkrunner USD card: one rate for the whole month, set by that month's attributed installs (volume pricing, not graduated). 10k is in the up to 10k band at $0.012, so $120. 50k is in the 10k to 50k band at $0.010, so $500. 100k is in the 50k to 100k band at $0.009, so $900.
• Linkrunner INR card, for Indian teams: ₹1.20 per install up to 50k and ₹1.00 from 50k to 100k. 10k × ₹1.20 = ₹12k, 50k × ₹1.20 = ₹60k, 100k × ₹1.00 = ₹1 lakh.
• Year one: AppsFlyer's 12k Welcome Package takes up to $840 off the first year. Linkrunner's 25k one-time free installs are worth $300 at the $0.012 entry rate.

The key assumption: every paid install is exactly one AppsFlyer conversion. Real bills can be higher, because re-engagements and re-attributions also count. If re-attributions alone add about 3 per cent, 100k installs become about 103k conversions, or roughly $7,200 a month, before any retargeting re-engagements. On Linkrunner, re-engagements are never billed; re-attributed installs are billed like any install.

Why the AppsFlyer bill grows

• It is linear. One $0.07 rate on Growth means doubling paid volume doubles the bill. There is no published band where the rate falls.
• Retention marketing is metered. Every re-engagement and re-attribution a campaign drives is a billable conversion, so spending to win users back raises the measurement bill too.
• The free allowance is one-off. 12k conversions within 12 months, then every conversion is paid.
• Key features move you to a quote. Advanced fraud protection, raw data via Push and Pull API or Data Locker, and cost aggregation sit on Enterprise, which has no published price.
• Measurement eats media budget. At 100k installs a month, $7,000 on measurement would buy about 3.5k more installs at a $2 CPI.

None of this is hidden; it is all on the pricing page. It just means the number that matters is the annual figure at next year's volume, including retargeting.

How Linkrunner's card compares

• Lower unit price that falls with volume: $0.012 down to $0.007 per attributed install, one rate per month set by that month's volume. Full card on Linkrunner's pricing page.
• 25k one-time free installs with no calendar expiry and every feature included.
• No Enterprise wall for the basics: fraud protection, SKAN, deferred deep linking, raw CSV, API and webhook exports, and unlimited seats are on every plan, with no export or API fees.
• Postpaid, no annual lock-in, and an INR card for teams that budget in rupees.
• Real outcome on that model: Matiks scaled from about 65k to 108k monthly installs while cutting Meta CPI from about ₹22 to ₹12 in three months.

AppsFlyer is still the right call for some teams: those that need its partner ecosystem, the largest in the category, or Enterprise modules such as incrementality testing, which Linkrunner does not offer today. For a growth-stage team running Meta and Google, the Linkrunner vs AppsFlyer comparison and our AppsFlyer alternatives in India post cover the switch in detail.

Frequently asked questions

How much does AppsFlyer cost per install?

On the Growth plan, $0.07 per conversion after the 12k Welcome Package, according to AppsFlyer's pricing page. A conversion includes attributed installs, re-engagements and re-attributions, so the effective cost per paid install can be slightly above $0.07. Enterprise pricing is a custom quote.

Is AppsFlyer free?

AppsFlyer Zero is free, but AppsFlyer says it is not suitable for apps with paid activities. Zero and Growth both include 12k free conversions to use within the first 12 months, after which Growth charges $0.07 per conversion.

Does AppsFlyer charge for organic installs?

No. AppsFlyer says organic installs and actions that it does not attribute are not counted as conversions and are free. You pay for installs and actions that a measured campaign drove.

What does AppsFlyer cost at 100k installs a month?

About $7,000 a month on Growth at the published $0.07 rate, assuming each install is one conversion, or about $84,000 a year. Re-engagements and re-attributions add to that. Linkrunner's published card at the same volume is $900 a month, or ₹1 lakh on the INR card.

Is Protect360 included in AppsFlyer Growth?

No. AppsFlyer's plan grid shows Protect360 advanced fraud protection on Enterprise only, and its FAQ lists it as a premium feature. Growth includes basic fraud protection.