Appcharge, a direct-to-consumer (D2C) platform for mobile games, and marketing measurement firm AppsFlyer announced a strategic partnership.

They will offer a unified cross-platform mobile and web analytics and attribution solution. The new integration empowers mobile game developers with enhanced visibility into player behavior and purchasing patterns across both in-app and web store environments.

Traditionally, mobile game publishers could only measure in-app purchases through AppsFlyer, leaving web store transactions unaccounted for. This gap limited their ability to measure full LTV and hampered campaign optimization. With the new integration, AppsFlyer now attributes all purchases – mobile and web – to installs, UA, and re-engagement campaigns, delivering a holistic view of the customer journey and overall ROI.

Appcharge is implementing a server-to-server (S2S) communication to send login and purchase events directly from the web store.

These events will enrich the AppsFlyer dashboard by filling in previously missing touchpoints, providing developers with a complete view of user behavior across both mobile and web experiences. This allows developers to access complete Lifetime Value (LTV) and Return on Advertising Spend (ROAS) data for both mobile and web purchases, ensuring more accurate user acquisition (UA) decisions.

“The games industry, and particularly the mobile space, is constantly evolving to match the everchanging needs and desires of players and their demands,” said Appcharge CEO Maor Sason, in a statement. “We partnered with AppsFlyer because of their unparalleled expertise in marketing measurement and data analytics to help us ensure our mobile game developer partners stay connected with their communities and customers as they continue to explore new frontiers with webstores and in-game purchases.”

The companies said this deep integration also supports Appcharge’s newly launched Payment Links, which allow mobile developers to accept direct payments from iOS users, via a secure web checkout. Appcharge and AppsFlyer now allow connecting campaign-based Payment Links with attribution data – allowing mobile game developers to measure campaign performance, evaluate player engagement across all touchpoints, and make informed decisions that maximize return on investment.

“It is essential for developers to understand the customer journey from start to finish so they can identify areas of improvement, optimize performance, and maximize revenue,” said Adam Smart, product director of gaming at AppsFlyer, in a statement. “Appcharge’s expertise in mobile game monetization and their understanding of the demands of top-tier game studios in combination with AppsFlyer’s leading analytics capabilities will provide developers with the necessary insights to understand their audience and make smarter decisions to create seamless gaming experiences.”

Headquartered in Tel Aviv, Appcharge is funded by Gillot Capital Partners and Play Ventures and is led by veterans from Rovio, Huge Games, Moon Active, and Play Studios.

AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies.