AppsFlyer vs Airbridge for iOS and SKAN Attribution

Both AppsFlyer and Airbridge support SKAN 4.0 for privacy-compliant iOS attribution. Both let you configure conversion values in a dashboard, and both can deduplicate installs counted by SKAN and by their own attribution: AppsFlyer through its Single Source of Truth (SSOT), Airbridge through an Attribution Overlap conversion value and a SKAN deduplication setting. The bigger differences are pricing and what each entry plan includes. Airbridge's Core Plan ($40+/mo) includes SKAN 4.0 support and Predictive LTV. AppsFlyer Growth charges $0.07 per attributed conversion after its Welcome Package.

Why iOS attribution is harder than Android

Since Apple introduced App Tracking Transparency (ATT) in iOS 14.5, users can opt out of cross-app tracking. When a user opts out, device-level attribution with the IDFA is not available. Apple's SKAdNetwork (SKAN) gives ad networks aggregated, privacy-preserving conversion data instead.

For subscription-app marketers, this creates two challenges:

Limited conversion data. SKAN restricts the amount of post-install data you can send back to ad networks. You encode user behavior (like trial starts, paid conversions, and revenue tiers) into conversion values, so mapping them to subscription events requires careful planning.

Attribution overlap. Users who opt in through ATT can be counted twice: once by your MMP's device-level attribution and once by SKAN. If you count both, you double-count conversions.

How AppsFlyer handles iOS and SKAN

• SKAdNetwork support is part of the Welcome Package (AppsFlyer pricing)
• SKAN Conversion Studio for configuring conversion values
• Single Source of Truth (SSOT), designed to deduplicate installs and events between SKAN and AppsFlyer attribution (AppsFlyer customer story)
• Additional SKAN tools on its plan comparison, including Null CV modeling, CV recommendations, and SKAN LTV modeling; availability depends on plan
• Revenue: basic revenue measurement is available, and ROI360 adds complete store subscription lifecycle measurement
• Pricing: on Growth, $0.07 per attributed conversion after the Welcome Package's 12,000 free conversions in the first 12 months

How Airbridge handles iOS and SKAN

• SKAN 4.0 support, including coarse conversion values and multiple postbacks
• Conversion values set up in the dashboard (Management > SKAN Conversion Value), built from four measurement components: Attribution Overlap, In-app Events, Revenue, and Retention (Airbridge Help Center)
• SKAN deduplication: a deduplication toggle prevents double-counting between SKAN and Airbridge attribution
• SKAN, iOS, and Android performance in one dashboard
• Predictive LTV with a 180-day horizon, included in the Core Plan
• Subscription revenue from RevenueCat, Adapty, or Superwall tied back to iOS campaigns (the Core Plan includes up to 2 third-party integrations)

See the Airbridge iOS and SKAN page for details.

Side-by-side comparison

For the full plan-by-plan view, see Airbridge vs AppsFlyer.

The attribution-overlap problem explained

Say a Meta Ads campaign drives 1,000 iOS installs. 300 users opted in to ATT, so your MMP attributes them at device level. SKAN sends postbacks for installs from SKAN-attributed campaigns regardless of ATT status, so those 300 can also appear in SKAN data. Add the two sources together and you could report up to 1,300 installs for 1,000 real ones.

Deduplication flags installs that both sources counted, so you count each one once. For a full walkthrough of how Airbridge does this, see SKAN install double-counting prevention.

Mapping subscription events to SKAN conversion values

SKAN gives you limited room to encode post-install behavior. For a subscription app, you need to decide which events to encode:

• Did the user start a free trial?
• Did they convert to a paid subscription?
• What revenue tier are they in?
• Did they come back on day 2 or day 7?

On both platforms you choose this mapping yourself in a dashboard. Airbridge's Help Center guide walks through example setups, such as a single-target approach that focuses every conversion value on one KPI.

When AppsFlyer is the better choice for iOS

AppsFlyer's iOS attribution works well when:

• You already use AppsFlyer and your SKAN setup is working
• You run iOS campaigns across a much broader range of media partners
• You want SKAN modeling tools such as Null CV modeling and CV recommendations

When Airbridge is the better choice for iOS

Airbridge's iOS attribution works well when:

• You want SKAN 4.0, subscription revenue, and Predictive LTV in one plan from $40 a month
• You advertise mainly on Meta Ads, Google Ads, TikTok, and Apple Ads
• You want SKAN, iOS, and Android results in the same dashboard as your subscription revenue

For more on how these platforms compare on pricing, see AppsFlyer vs Airbridge Pricing: Per-Conversion vs Monthly Attribution Compared. For subscription-specific tracking, see AppsFlyer vs Airbridge for Subscription Revenue Tracking.

FAQ

Do both AppsFlyer and Airbridge support SKAN 4.0?

Yes. Both platforms support SKAN 4.0, including coarse conversion values and multiple postbacks.

What is attribution-overlap deduplication?

Users who opt in to ATT can be counted by both SKAN and your MMP's device-level attribution. Deduplication flags those installs so each one is counted once. AppsFlyer does this with Single Source of Truth (SSOT). Airbridge does it with an Attribution Overlap conversion value and a SKAN deduplication setting.

How do I map subscription events to SKAN conversion values?

Decide which stages matter most (trial start, paid conversion, revenue tier, retention) and encode them in your conversion value schema. AppsFlyer uses SKAN Conversion Studio. Airbridge uses the SKAN Conversion Value settings with Attribution Overlap, In-app Events, Revenue, and Retention components.

Does SKAN work for measuring subscription revenue?

SKAN can encode subscription conversions and revenue tiers, but it provides aggregated data, not user-level data. Teams usually combine it with device-level attribution for opted-in users and with forecasting. Airbridge's Predictive LTV forecasts 180-day value from early cohort data.

Is iOS attribution more expensive than Android attribution?

On per-conversion pricing, every attributed conversion is billed the same way on either platform. The extra cost of iOS is mostly setup time: conversion value planning, ATT handling, and deduplication.