AppsFlyer vs Airbridge for Web and App Attribution

Both AppsFlyer and Airbridge attribute web-to-app journeys, where a user clicks an ad, lands on your website, and then installs and subscribes in your app. Both also measure beyond mobile, including web, PC, console, and CTV. For a subscription app on a budget, the practical difference is what you get at the starting price. Airbridge's Core Plan ($40+/mo) includes web-to-app attribution, automated UTM tracking, and deep linking alongside app attribution, and reports them together. AppsFlyer does web-to-app attribution with Smart Banners and Smart Script on your web pages, and its Growth plan bills per attributed conversion.

Why web and app attribution matters for subscription apps

Many subscription apps acquire users through a mix of channels: mobile ads that drive app installs, web landing pages that send visitors to the app store, social links that open in a browser first, and email campaigns. Without web-to-app attribution, you get blind spots.

A common scenario: a user clicks a Meta ad, lands on your web pricing page, taps "Get the app," installs, starts a free trial, and subscribes. If your attribution only covers the mobile install, you credit the wrong campaign or none at all. The web touchpoint that started the journey is invisible.

For a broader primer, see Web-to-App Funnels Explained and When to Try Web-to-App.

How AppsFlyer handles web and app attribution

AppsFlyer started as a mobile attribution platform and has expanded to other platforms.

Mobile attribution:

• Integrations with a broad range of media partners for iOS and Android
• SKAN support for iOS
• OneLink deep linking to route users from any channel to in-app content

Web-to-app attribution (AppsFlyer Web-to-App):

• Smart Script runs on your mobile or desktop website or landing page and carries the original media source into the app install through OneLink
• Smart Banners help convert mobile web visitors into app users
• AppsFlyer says Smart Banners need no developer, while Smart Script needs minimal developer help for initial setup
• AppsFlyer's pricing page lists Smart Banners and Smart Script on the Growth plan, and real-time cross-device and web attribution on the Enterprise plan (AppsFlyer pricing)

Other platforms:

• PC and console attribution and CTV attribution

How Airbridge handles web and app attribution

Included in the Core Plan ($40+/mo):

• Web-to-app conversion attribution. Users who move from web to app are attributed through installs, deep link opens, and in-app events
• Automated UTM tracking on your web pages, so the campaign source carries over to the app
• Web SDK for web-to-app tracking
• Deep linking, including deferred deep links
• Web-to-app smart banners
• App attribution for Google, Meta, Apple Ads, and TikTok, with subscription events from RevenueCat or Adapty

Web-to-app results appear in the same Airbridge reports as your app campaigns, so you can follow a user from web visit to install, trial, and paid subscription.

Included in the Growth Plan:

• Full web event measurement and web attribution analysis (beyond web-to-app)
• PC, console, and CTV attribution. Airbridge measures 6 platforms in total: iOS, Android, Web, PC, Console, and CTV

See the Web & App Attribution product page for details.

Side-by-side comparison

Following one web-to-app journey

User journey: clicks a Meta ad on mobile → lands on your pricing page → downloads the app → starts a free trial → converts to paid

On AppsFlyer: Smart Script on the pricing page builds a OneLink URL that carries the ad's parameters into the install. The install and in-app events are then attributed to the original source.

On Airbridge: the Web SDK and automated UTM tracking capture the campaign on the pricing page. The app SDK records the install, trial start, and subscription, and Airbridge attributes them to the same campaign in one report.

Both work once configured. When choosing, consider which plan includes it, how the results sit next to your subscription revenue, and what your engineer has to maintain.

Galaxy Play achieved a 22% revenue increase with Airbridge web-to-app tracking (case study). Liner turned influencer marketing into 350% web-to-app growth (case study).

When AppsFlyer is the better choice

• Your user acquisition is mostly mobile-native (ads driving direct app installs)
• You already use AppsFlyer and OneLink for deep linking
• You run campaigns across many media partners beyond the four core channels
• You need PC, console, or CTV measurement within an existing AppsFlyer setup

When Airbridge is the better choice

• Your funnel includes web landing pages that send users to the app
• You want web-to-app attribution, deep linking, and subscription revenue in the same reports at $40+/mo
• Your team is small and you want web and app attribution working quickly
• You may need PC, console, or CTV later and can move to the Growth Plan

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

FAQ

Does AppsFlyer support web-to-app attribution?

Yes. AppsFlyer uses Smart Script on your web pages to carry the original media source into the app install through OneLink. It also offers Smart Banners and OneLink deep linking.

How many platforms does Airbridge measure?

Airbridge measures 6 platforms: iOS, Android, Web, PC, Console, and CTV. The Core Plan covers iOS and Android app attribution plus web-to-app attribution; full web, PC, console, and CTV measurement are on the Growth Plan. Airbridge offers SDKs for 9 platforms.

Can I track web-to-app conversions with both platforms?

Yes. AppsFlyer uses Smart Banners and Smart Script with OneLink. Airbridge uses its Web SDK with automated UTM tracking, and web-to-app attribution is included in the Core Plan.

Which platform is better for a subscription app with a web landing page?

If your ads run on Google, Meta, Apple Ads, and TikTok and your landing pages send users to the app, Airbridge's Core Plan includes web-to-app attribution, deep linking, and subscription revenue reporting at $40+/mo. If you run many more media partners or already rely on OneLink, AppsFlyer may fit better.

Do I need separate tools for web analytics and app attribution?

Usually yes. An MMP covers attribution, meaning which campaign drove the web visit, install, and subscription. For product analytics such as heatmaps or session recordings, teams still use a tool like PostHog or Amplitude alongside AppsFlyer or Airbridge.