Appcharge, a direct-to-consumer platform for mobile games, and AppsFlyer, a marketing measurement and data analytics firm, have established a strategic partnership to enhance the tracking and measurement of both in-app payments and web store transactions. This new integration employs server-to-server (S2S) communication to send login and purchase events from web stores directly to the AppsFlyer dashboard, thereby bridging a previously untracked segment of consumer activity. By unifying the data from in-app and web purchase channels, developers can now obtain a comprehensive view of the customer journey, which facilitates more accurate calculations of Lifetime Value (LTV) and Return on Advertising Spend (ROAS) for user acquisition and retention campaigns.

In addition to improved analytics, the partnership supports innovative payment solutions such as Payment Links, which allow mobile developers to accept direct payments from users through a secure web checkout, including transactions by iOS users. The integration connects campaign-based Payment Links with detailed attribution data, thereby enabling developers to assess the full impact of their marketing initiatives and optimize monetization strategies across both mobile platforms and web stores. This comprehensive approach to tracking and analytics reflects a broader industry shift toward integrated solutions designed to provide actionable insights for mobile game publishers.

Image Credit: Appcharge