It’s a dangerous time for disconnects.
Marketers are under pressure to prove where the money is working, where it’s wasted and where so-called “organic” revenue isn’t organic at all. But when app and web live in separate systems, teams can end up misreading the customer journey and miscrediting the money.
In this episode of MobileGroove, I speak with Eran Dunsky, Head of Product in North America at AppsFlyer, about AppsFlyer’s Web Performance Measurement announcement at MAU and why it matters for marketers who need more than another partial view of performance.
Eran gets straight to the problem: a user can discover through mobile, convert on web days later and show up as “organic” from the web team’s point of view. That means mobile may be driving more value than marketers can see, and web may be capturing revenue without revealing where it really came from.
That is not a reporting gap. It is a budget risk.
AppsFlyer’s data shows that once brands connect web measurement with cross-platform LTV, attributed revenue can jump by up to 50%. For growth teams trying to defend spend, improve ROAS and explain performance to finance, that is the difference between guessing where the money went and knowing what actually moved the needle.
That’s why Eran says “good enough” is an expensive philosophy when you’re measuring where your money is going. In this conversation, he explains why AppsFlyer sees web as the final connective tissue in the omnichannel measurement story, and why bringing mobile-grade attribution, cross-platform LTV and optimization signals to web can help marketers see the customer journey with more confidence.
The stakes get even higher in the age of AI, where clean signals are becoming the new competitive edge.
After all, even AI can’t optimize a customer journey it can’t see.
We also dive into:
- Why “organic” revenue often hides paid-driven performance
- How mobile campaigns can drive web revenue marketers don’t currently see
- Why “good enough” measurement can become an expensive philosophy
- How better measurement helps marketers defend budget with finance
- Why knowing the true value of every marketing dollar is a major unlock
- What changes when teams measure users, not devices, across the full journey
Listen to the podcast interview: https://bit.ly/42vcEgi
Subscribe to MobileGroove for conversations with the people shaping what comes next in marketing, growth, mobile and measurement.
@AppsFlyer
#WebPerformanceMeasurement
Chapters
00:00 – New Web Measurement Announcement
01:23 – Solving Marketing Data Fragmentation
02:51 – The Challenge of Cross-Screen Performance
05:08 – Moving Toward Omni-Channel Strategy
07:43 – Revealing the Truth Behind "Organic" Revenue
10:53 – Addressing Growth Team Pain Points
12:30 – Empowering Marketers to Defend Budgets
14:38 – Breaking Down Siloed Marketing Teams
17:11 – Performance vs. Standard Web Analytics
22:37 – The Future Vision of Measurement
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