If you’re deciding between ThoughtMetric and AppsFlyer, you’re likely evaluating how to get clearer insight into marketing performance. Both platforms deal with attribution and measurement, but they’re built for very different types of businesses. Let’s break it down.

What Is ThoughtMetric?

ThoughtMetric is a marketing attribution platform designed for e-commerce brands that want clarity across their entire funnel. Its main focus is helping you see how every channel, campaign, and creative contributes to revenue.

Key features of ThoughtMetric include:

5 Different Attribution Models: ThoughtMetric provides a variety of multi-touch attribution models, including first touch, last touch, linear paid, position-based, and a recommended multi-touch model. This flexibility allows businesses to align attribution with their marketing goals, offering a complete customer journey view.
Campaign Performance Analysis: ThoughtMetric provides in-depth tools to analyze campaign performance across channels, pinpointing which campaigns effectively drive traffic, engagement, and sales. You can view key metrics at the campaign, ad set, and ad level, offering granular performance insights.
Product Analytics: Track performance at the SKU level to see which products drive the most revenue, attract new vs. returning customers, and perform best across each channel.
Creative Performance Analysis: ThoughtMetric helps you analyze the effectiveness of your ad creatives, ensuring you're investing in visuals and messaging that resonate with your audience and drive conversions.
Customer Analytics: ThoughtMetric provides insights into customer behavior, journey paths, and purchase drivers. This information supports the development of targeted marketing strategies and contributes to improved customer lifetime value.
Server-Side Tagging: ThoughtMetric uses server-side tagging to bypass issues caused by iOS 14 updates and ad blockers, ensuring more accurate and dependable data collection.
Customer Surveys: ThoughtMetric's customizable post-purchase surveys collect data directly from customers. This provides direct insights into their motivations and how they discovered the brand.
Simple Pricing Based on Pageviews: Unlike many platforms that tie pricing to advanced features, ThoughtMetric's pricing is straightforward and based solely on the number of pageviews your site receives. This transparent model ensures all paying customers have access to every feature, regardless of their specific plan. Plans start at $99/month for 50,000 pageviews.

Best suited for e-commerce brands that want a dedicated attribution solution with full access to features from day one.

What Is AppsFlyer?

AppsFlyer is an attribution and analytics platform originally built for mobile app marketers. It specializes in mobile app installs, in-app activity, and mobile ad measurement.

Key Features and Benefits:

Mobile Attribution: Track installs and in-app events across ad networks.
Fraud Protection: Tools to detect and prevent ad fraud in mobile campaigns.
Deep Linking & Engagement: Measure user behavior after install and connect journeys across devices.
Partner Integrations: Works with a wide range of ad networks and app stores.
Enterprise-Scale Focus: Built for mobile-first companies with global campaigns.

Which Should You Choose?

Choose ThoughtMetric if you’re an e-commerce brand that sells products online and needs clarity on which marketing channels actually drive revenue.
Choose AppsFlyer if you’re a mobile app developer or mobile-first company that needs to track installs, in-app events, and prevent ad fraud.

Final Thoughts

Both platforms provide attribution, but they’re solving different problems. ThoughtMetric is purpose-built for e-commerce stores to get a clear picture of what drives sales. AppsFlyer is tailored to mobile apps and user acquisition. The right choice comes down to whether you’re running an online store or a mobile app.

Want to see how attribution built for e-commerce looks in action? Book a demo with ThoughtMetric.

FAQs

Does ThoughtMetric support app install tracking like AppsFlyer?
No, ThoughtMetric is focused on e-commerce attribution. If your business relies on app installs, AppsFlyer is a better fit.

Does AppsFlyer integrate directly with Shopify?
No, AppsFlyer is designed for mobile apps. For Shopify and other e-commerce platforms, ThoughtMetric is a better choice.

Which is easier to implement?
ThoughtMetric requires a simple integration with your e-commerce store. AppsFlyer usually requires developer setup with SDKs.

Can I track LTV with ThoughtMetric?
Yes, ThoughtMetric provides lifetime value tracking for e-commerce customers.

ThoughtMetric vs. AppsFlyer