AppsFlyer vs Airbridge for ROAS Measurement

Both AppsFlyer and Airbridge can attribute installs and in-app events to campaigns; the difference is what each plan includes. Airbridge's Core Plan ($40+/mo after a 30-day free trial) includes automatic ad-cost syncing from Google, Meta, Apple Ads, and TikTok, subscription revenue from platforms like RevenueCat, a Revenue report with ROAS, and Predictive LTV. AppsFlyer's Growth plan, billed at $0.07 per attributed conversion, includes basic ad spend reporting and LTV analytics, while its pricing page lists in-app subscription revenue measurement and real-time ad spend aggregation on the Enterprise plan.

Why ROAS matters more than CPI for subscription apps

Most subscription-app marketers start by tracking cost per install (CPI). CPI tells you how much you pay to get someone to download your app. But CPI does not tell you whether that user will subscribe, how long they will stay, or how much revenue they will generate.

ROAS (return on ad spend) answers the question that actually matters: for every dollar you spend on ads, how many dollars come back as revenue? For a subscription app, this means connecting ad spend to subscription revenue, not just installs.

Two campaigns can have identical CPIs but very different ROAS. Without ROAS tied to campaign-level data, you can end up scaling the campaign that looks good on installs but loses money on revenue. For a deeper look at reading ROAS over time, see ROAS for Subscription Apps: D7, D30, D60 Guide.

What ROAS measurement requires

Accurate ROAS measurement needs three data streams connected:

1. Ad spend data — How much you spent on each campaign, pulled from each ad network
2. Attribution data — Which campaign brought each user, tracked through install attribution
3. Revenue data — How much each user generates over time through subscriptions (trial conversions, renewals)

These three data streams live in different systems. Ad spend is in your ad network dashboards. Attribution is in your mobile measurement partner (MMP). Revenue is in the App Store, Google Play, or a subscription platform such as RevenueCat or Adapty. ROAS measurement brings all three together at the campaign level.

How AppsFlyer handles ROAS measurement

According to AppsFlyer's pricing page:

Included in the Growth plan ($0.07 per attributed conversion after the Welcome Package):

• Install and post-install event attribution
• Basic ad spend reporting
• LTV analytics and SKAN LTV modeling

Listed on the Enterprise plan or sold as premium products:

• In-app subscription revenue measurement and real-time ad spend aggregation (Enterprise plan)
• Data Locker and API access for raw data
• ROI360, whose store revenue feature adds refunds, net revenue after store commissions and taxes, and subscription lifecycle events

Subscription-platform integrations: RevenueCat, Adapty, and Superwall all offer AppsFlyer integrations. RevenueCat's, for example, is turned on in the RevenueCat dashboard with default or custom event names (RevenueCat docs).

In short, AppsFlyer's Growth plan gives you attribution, basic ad spend reporting, and LTV analytics. Teams that want real-time cost aggregation, subscription revenue measurement, and the full store subscription lifecycle in their ROAS look at the Enterprise plan and ROI360.

How Airbridge handles ROAS measurement

Included in the Core Plan ($40+/mo, 500K data points a month):

• Automatic ad-cost syncing from 4 core channels: Google, Meta, Apple Ads, and TikTok
• Revenue report with cohort-based Revenue, ROAS, ARPU, and ARPPU
• Subscription revenue aggregation from platforms such as RevenueCat and Adapty (Core includes up to 2 third-party integrations)
• 25+ standard events, including Start Trial, Subscribe, and Unsubscribe
• Predictive LTV with a 180-day forecast horizon

How it works:

• The Airbridge SDK tracks attribution (which campaign brought each user)
• Ad-cost data is synced automatically from connected ad accounts
• Subscription revenue events flow in from your subscription platform
• ROAS is reported by channel and campaign
• Predictive LTV estimates future revenue before enough time has passed for actual renewals

Raw data export and cost data from 330+ ad networks are part of the Growth Plan. See the ROAS Measurement product page for details.

Side-by-side comparison

The Predictive LTV advantage for ROAS

One challenge with ROAS measurement for subscription apps is the time lag. A user who installs today might not convert to a paid subscription until a free trial ends, and their full revenue impact takes months to materialize through renewals.

If you measure ROAS only on actual revenue, you are always looking backward. By the time you know a campaign's true ROAS, you have already spent next month's budget.

Airbridge's Predictive LTV forecasts cohort revenue up to 180 days out, so you can estimate a campaign's long-term ROAS while the cohort is still young instead of waiting months for renewal data. Bitbyte, for example, used it to grow revenue 10x (case study).

When AppsFlyer is the better choice for ROAS

AppsFlyer's approach works well when:

• You already have AppsFlyer configured and working
• You run campaigns across many ad networks beyond the four core channels
• You need store-validated net revenue and refunds in ROAS and are ready to buy ROI360
• You have a data team that builds custom ROAS dashboards from raw data

When Airbridge is the better choice for ROAS

Airbridge's approach works well when:

• Your ad spend is concentrated on Google, Meta, Apple Ads, and TikTok
• You want ad cost, subscription revenue, and ROAS in one report from day one
• You use RevenueCat or Adapty and want subscription revenue next to the campaign that drove it
• You want Predictive LTV to estimate campaign ROAS before revenue data matures
• You want a predictable starting price: $40+/mo, no annual contract

For the full feature and pricing comparison, see Airbridge vs AppsFlyer. For pricing specifics, see AppsFlyer vs Airbridge Pricing. For subscription tracking, see AppsFlyer vs Airbridge for Subscription Revenue Tracking.

FAQ

Does AppsFlyer include ROAS measurement in its base plan?

AppsFlyer's Growth plan includes attribution, basic ad spend reporting, and LTV analytics. Its pricing page lists in-app subscription revenue measurement and real-time ad spend aggregation on the Enterprise plan, and its premium ROI360 product adds store revenue data such as refunds, net revenue, and subscription lifecycle events.

How does Airbridge sync ad costs automatically?

On the Core Plan, Airbridge connects to 4 ad channels (Google, Meta, Apple Ads, TikTok) and pulls spend data automatically. This cost data is matched with attribution and revenue data to report ROAS by channel and campaign. The Growth Plan extends cost data to 330+ ad networks.

Can I measure ROAS for subscription revenue on both platforms?

Yes. Both platforms integrate with subscription platforms like RevenueCat, Adapty, and Superwall. Airbridge's Core Plan includes subscription revenue aggregation and Revenue reports. On AppsFlyer, in-app subscription revenue measurement is listed on the Enterprise plan, and ROI360 adds the full store subscription lifecycle, including refunds and net revenue.

What is Predictive LTV and why does it matter for ROAS?

Predictive LTV forecasts how much revenue a cohort of users will generate over time. Airbridge's Predictive LTV forecasts up to 180 days. This lets you estimate a campaign's long-term ROAS while the cohort is still young, rather than waiting months for subscription renewals to accumulate.

Which platform is better for a small team measuring ROAS?

If your ads run on Google, Meta, Apple Ads, and TikTok, Airbridge's Core Plan includes cost syncing, subscription revenue, ROAS reporting, and Predictive LTV at $40+/mo with a 30-day free trial. If you run many more networks or need ROI360's store-validated revenue, AppsFlyer may fit better.