Cannes 2

Tencent and AppsFlyer Partner for Social Attribution Analytics

Tim Maytom

tencent social appsflyerMobile marketing attribution and analytics firm AppsFlyer and Chinese internet services firm Tencent have partnered to bring AppsFlyer's platform to app install campaigns run through Tencent's social ads.

As the first global third-party tracking service for Tencent's social ads, AppsFlyer will enable marketers throughout the world to measure campaign results across Tencent's social properties, including popular messaging app WeChat, in order to optimise lifetime value of users and increase effectiveness.

Tencent operates some of the leading social, mobile and media properties in China, and its social ads platform enables marketers to run app install campaigns across services including WeChat, Weixin, QQ, Myapp and QQ Music. WeChat and Weixin have 800m combined monthly active users, while instant messaging service QQ boasts nearly 900m monthly active users.

“In today’s increasingly competitive landscape, app marketers need deep insights about the performance of their install campaigns more than ever,” said Canny Lau, product manager at Tencent Social Ads.

“We chose to partner with AppsFlyer because they have proven their leadership in the industry time and time again, from the quality of their clients to the innovation of their platform. The insights our advertisers will get from AppsFlyer are invaluable in helping them maximize the return on their app install ad spend.”

The partnership with AppsFlyer will provide real-time access to campaign data including clicks, activations and more, along with post-install activity such as in-app purchases and sessions, and key ROI metrics like average revenue per user.

AppsFlyer's attribution analytics also provides advertisers with features like cohort analysis, retention reports, full funnel reporting and smart deeplinking, unlocking even more ways to analyse and drive effectiveness.

“The app economy is quickly becoming a global economy, and this partnership with Tencent Social Ads, one of the biggest and most important distribution platforms in the world, opens up myriad possibilities for app marketers and developers looking to grow in China, while enabling us to expand our footprint in Asia and globally as well,” said Elad Masiach, vice president of partner development at AppsFlyer.

“Campaign measurement from a trusted and objective third-party is absolutely necessary for the growth of any platform, and we are very proud to provide Tencent social ads advertisers with the data and analytics they need to invest more heavily in Tencent social ads with complete confidence.”