Earlier this year, AppsFlyer, a mobile marketing analytics and attribution firm, had raised Series D funding led by the global investment firm General Atlantic. The latest funding brings the total funds raised by the company to more than $300 million since 2011.
Besides General Atlantic, other existing investors in AppsFlyer include Goldman Sachs Growth Equity, DTCP (Deutsche Telekom Capital Partners), Qumra Capital, Pitango Venture Capital, Magma Venture Partners, and Eight Roads Ventures.
AppsFlyer’s recent funding will help in its further growth and product innovation with consumer privacy at the forefront, it said in the statement.
AppsFlyer has, recently, witnessed an increased demand for its expanding suite of products that include holistic attribution, marketing analytics, fraud protection, incrementality measurement, and customer experiences and engagement tools, while connecting app developers to more than 8,000 partners via its marketplace.
The trend accompanies shifting privacy policies and regulations that transform the marketing landscape, as a result of COVID-19. AppsFlyer’s solutions that received more demand include privacy-centric attribution solutions for iOS 14; App Clips analytics; a zero budget marketing plan for app developers; enabling the web campaign-to-app opportunity; and two brand new products: Xpend, a cost aggregation solution that extracts cost data from any source, and accurately calculates RoI across the entire marketing journey, and Incrementality.
“AppsFlyer’s innovative technology enables marketers to delight their end-users with a great user experience, while protecting their privacy,” said Nowi Kallen, principal at Salesforce Ventures.
Recently, AppsFlyer posted more than $200 million in annual recurring revenue (ARR) and 1,000 employees globally. Following the recent fundraising, the company also plans to increase its global headcount significantly in 2021.
AppsFlyer also announces the opening of its 19th office in Sydney to service its business in Australia and New Zealand.
Currently, AppsFlyer’s customers, include some well-known brands such as Macy’s, Minecraft, Nike, NBC Universal, Tencent, US Bank, Wayfair, and StitchFix. The firm’s partners include Facebook, Google, Apple Search Ads, Twitter, TikTok Ads, Pinterest, Snap, Salesforce, Adobe, and Oracle.