# AppsFlyer Pricing: What a Conversion Costs, Plans and Contract Terms

Canonical URL: https://www.martechdevs.com/blog/appsflyer-pricing

By [Jafrin Akter Alo](https://www.martechdevs.com/authors/jafrin-akter-alo)

Data Engineer and Co-founder at [Martechdevs](https://www.martechdevs.com) and [Growth and Analytics Partners](https://www.growthandanalytics.com)

[LinkedIn](https://linkedin.com/in/jafrinalo)

Published: 2026-10-17

Last updated: 2026-10-17

AppsFlyer Growth charges USD 0.07 per attributed conversion after the one-time Welcome allowance: 12,000 conversions or twelve months, whichever comes first. Zero is the free owned-media option; Enterprise and premium features require a quote. Budget the paid conversion mix, the month the allowance ends and the renewal terms. Headcount and total downloads alone cannot predict the bill.

## How much does AppsFlyer cost?

Growth's public rate is USD 0.07 per conversion after Welcome; Zero has no subscription charge, while Enterprise is negotiated. The first-year allowance is finite, rather than 12,000 conversions renewed each month. [AppsFlyer pricing](https://www.appsflyer.com/pricing/).

Prices checked on 17 October 2026 are in USD per attributed conversion; Welcome is a one-time allowance, while Enterprise billing follows its quote.

| Plan or phase | Public price or allowance | What to establish before choosing |
| --- | --- | --- |
| Welcome | 12,000 measured conversions or one year; selected add-ons for 30 days | When the allowance and trial features end |
| Zero | Free owned-media plan | Whether your use case can operate without paid-campaign measurement |
| Growth | USD 0.07 per attributed conversion after Welcome | Billable conversion types and required add-ons |
| Enterprise | Quote | Included usage, premium capabilities, support and contract terms |

Welcome reverts to Zero unless you update the plan and billing information. Confirm the paid-plan transition before the allowance ends rather than assuming paid measurement will continue automatically. [Plan transitions](https://support.appsflyer.com/hc/en-us/articles/115000136303-Account-management-plans-payments-and-billing).

The [mobile attribution guide](https://www.martechdevs.com/blog/mobile-app-attribution) explains what an MMP measures and what still needs first-party evidence. A [mobile measurement implementation](https://www.martechdevs.com/product-analytics) should establish the SDK, event ownership, consent and revenue checks before a large acquisition launch makes errors expensive.

### What do negotiated buyers report paying?

Vendr's AppsFlyer page labels a median of USD 88,500 annually, a USD 12,988 to 247,974 range and roughly 22% average savings in its buyer dataset, last updated February 2026. These are third-party negotiated-contract observations, not AppsFlyer's published list price or a small-app budget. [Vendr buyer data](https://www.vendr.com/marketplace/appsflyer).

Use that range to justify requesting a scoped quote at scale, rather than treating its midpoint as the amount your team should pay. Product mix, usage, support, commitment and negotiation can differ across contracts. Compare the order form with your workload, not another buyer's headline saving.

## What counts as a billable conversion?

AppsFlyer's public conversion model covers attributed installs, re-engagements and re-attributions; organic installs and actions are not charged as conversions. A re-engagement brings an existing user back through retargeting, while re-attribution concerns a returning former user who installs again. Check the usage report's conversion types against your contract. [Conversion definition](https://www.appsflyer.com/pricing/), [billing units](https://support.appsflyer.com/hc/en-us/articles/115000136303-Account-management-plans-payments-and-billing).

This fee is separate from advertising cost per install. Paying an ad network USD 3 to acquire a user and an MMP a measurement fee are different budget lines. Later re-engagement can also affect the measurement bill without representing another newly acquired customer.

Attribution windows, re-engagement rules and campaign activity influence which outcomes are attributed. Agree those settings for measurement validity, then forecast their billing consequences. Shortening a window solely to reduce charges can remove useful evidence and distort comparisons with earlier periods.

Keep test devices, debug builds and replayed test activity distinguishable from production. Verify the vendor's supported testing and billing treatment instead of assuming that an internal device label automatically removes a charge.

### How does iOS measurement affect the count?

The billing guide resolves a common double-counting concern. With Single Source of Truth configured, AppsFlyer uses SSOT for billing. Without it, the documented method compares daily SKAdNetwork and real-time attribution conversions per media source and uses the higher count, rather than adding both. The inspected billing passage does not separately specify an AdAttributionKit rule. Confirm that contract treatment before forecasting from its postbacks. [iOS billing method](https://support.appsflyer.com/hc/en-us/articles/115000136303-Account-management-plans-payments-and-billing).

Do not add dashboard totals that describe overlapping measurement views. Ask for the actual Usage Report and a sample invoice using the configuration your app will run. If your account also measures CTV, PC or console apps, include those in the reconciliation: the guide says attributed extended-platform installs joined conversion-based billing from February 2026 under the applicable commercial terms.

## What would a small app team pay in year one and year two?

The calculation depends on billable volume, not team size. These hypothetical Growth examples assume constant monthly conversions, signup in month one, the full Welcome allowance, an intentional transition to Growth, no add-ons, no tax and no negotiated discount.

This model uses the USD 0.07 conversion rate checked on 17 October 2026, with monthly volume and first- and second-year totals shown separately.

| Illustrative team | Monthly billable conversions | Year-one USD | Ongoing monthly USD | Year-two USD |
| --- | ---: | ---: | ---: | ---: |
| 10 people | 3,000 | 1,680.00 | 210.00 | 2,520.00 |
| 25 people | 15,000 | 11,760.00 | 1,050.00 | 12,600.00 |
| 50 people | 60,000 | 49,560.00 | 4,200.00 | 50,400.00 |

The year-two column assumes an unchanged USD 0.07 rate. A contractual renewal uplift, new add-on or different usage mix requires a separate scenario.

### How does the 3,000-conversion example work?

At 3,000 conversions monthly, the 12,000 allowance covers four months. The remaining eight months cost `8 × 3,000 × USD 0.07 = USD 1,680`. After the allowance, a normal month costs USD 210.

The operational decision arrives before month five: confirm Growth and its billing details, decide which trial features are needed and verify the usage report. The first invoice should match the eligible conversions after the allowance, rather than every conversion since signup.

### How do the 15,000- and 60,000-conversion examples work?

At 15,000 monthly conversions, month one bills 3,000 after the allowance, or USD 210. The next eleven months cost `11 × USD 1,050 = USD 11,550`, bringing year one to USD 11,760.

At 60,000 monthly conversions, month one bills 48,000, or USD 3,360. Eleven later months at USD 4,200 add USD 46,200, producing USD 49,560 in year one. A negotiated package may change those totals; use this as a list-rate comparison, not an Enterprise quote.

### What would a retargeting programme add?

Adding 3,000 billable re-engagements to the 15,000-conversion case raises steady-state volume to 18,000. At the assumed rate, monthly measurement cost becomes USD 1,260, an increase of USD 210.

That increase is not automatically waste. Compare it with the programme's incremental retained revenue and contribution margin. Include measurement, media and operational costs in [CAC payback](https://www.martechdevs.com/blog/cac-payback-period), while keeping acquisition and reactivation cohorts distinct. An attributed return visit does not establish that an advertisement caused the return.

For uneven growth, model each month explicitly:

```text
remaining_allowance = 12,000

For each month within the first 12 months:
  free_units = min(month_conversions, remaining_allowance)
  paid_units = month_conversions - free_units
  remaining_allowance = remaining_allowance - free_units
  conversion_fee = paid_units * 0.07

After the Welcome period:
  conversion_fee = month_conversions * the_applicable_rate
```

This is planning logic, not AppsFlyer's invoicing code. Apply it to the vendor's confirmed billable units and add each contracted fee separately.

## Which costs sit outside the conversion rate?

Premium capabilities, implementation and ongoing operation can materially change the budget. The published Welcome package includes 30-day access to selected features such as Raw Data API access, the API Analytics Suite and Custom Dashboards. Protect360, Audiences and Data Locker are among premium offerings without a universal public price. [Pricing and premium features](https://www.appsflyer.com/pricing/).

| Budget line | Input to request | Decision it supports |
| --- | --- | --- |
| Attribution usage | Conversions by type and month | Base and growth scenarios |
| Premium features | Separate price, limits and start date | Whether the capability earns its recurring cost |
| Implementation | SDK/S2S work, identity, revenue and acceptance tests | One-time delivery scope |
| Data operations | Export access, ingestion, storage and maintenance | Cost of independent reporting |
| Internal ownership | Review, releases and incident handling | Whether the setup remains dependable |

A trial export working today does not establish that the same access is included after day 30. Before adopting an export in a critical report, verify the subscription entitlement and what happens if the feature expires.

For [loading attribution exports into a warehouse](https://www.martechdevs.com/blog/marketing-data-warehouse), price the destination pipeline as well as Data Locker or API access. A connection that requires manual repairs every week has an operating cost even if the software subscription is modest.

The public terms also set invoice payment within ten days unless the order form changes it, with overdue amounts carrying 12% annual interest or the lower legal maximum. Keep the payment owner and invoice route current. [AppsFlyer payment terms](https://www.appsflyer.com/legal/terms-of-use/).

## What do the renewal and cancellation terms mean for your budget?

The public terms dated 23 November 2025 provide automatic renewal unless either party gives written notice 45 days before the term ends, subject to the order form. They also allow up to a 7% increase per pricing unit at renewal, remove an expiring term's free period and restrict refunds. Read the actual agreement before relying on a different commercial assumption. [AppsFlyer subscription terms](https://www.appsflyer.com/legal/terms-of-use/).

For a hypothetical term ending 31 December 2026, 45 days earlier is 16 November. Set an internal review earlier still, identify the required notice recipient and retain evidence that notice was received. A calendar reminder on the deadline leaves no time to resolve a disputed date or missing approval.

The following USD sensitivity model, prepared on 17 October 2026, applies the checked renewal clause to one conversion rate and unchanged monthly volume; it shows per-conversion, monthly and annual amounts:

| Renewal example | Before | After a hypothetical 7% uplift |
| --- | ---: | ---: |
| USD per conversion | 0.0700 | 0.0749 |
| Monthly USD at 15,000 conversions | 1,050.00 | 1,123.50 |
| Annual USD at unchanged volume | 12,600.00 | 13,482.00 |

These are calculations of the published clause, not a prediction that AppsFlyer will apply the maximum. A negotiated cap or different order-form provision can change the outcome. Keep the recurring unit rate separate from the one-time Welcome allowance.

Cancellation also does not establish a refund for the unused part of a term. The public terms make paid fees non-refundable except where the agreement provides otherwise. Include termination rights, remaining commitments and data-export access in the review, rather than budgeting as though every agreement were month-to-month.

The [stack rationalization guide](https://www.martechdevs.com/blog/martech-stack-rationalization) shows why each tool needs a renewal owner, notice date and decision record. The relevant cost is the amount you can actually avoid under the agreement.

## How do AppsFlyer's units compare with Adjust, Branch and Airbridge?

The billing units differ, so a lower headline number is not a same-workload comparison. These public entry terms were checked on 17 October 2026. Currency is USD; plan fees and included volume are monthly unless noted, and unit charges use each vendor’s named meter:

| Vendor | Meter | Public entry reference | Important qualification |
| --- | --- | --- | --- |
| AppsFlyer | Attributed conversions | Growth USD 0.07 after Welcome | Installs, re-engagements and re-attributions can contribute |
| Adjust | Attributions | Base up to 1,500 monthly for up to 12 months | Paid packages require a quote |
| Branch | Volume credits and other usage limits | Intro USD 39/month with 5,000 VCs; USD 0.05 per extra VC | Links and clicks have separate limits; Performance Basics starts at USD 499/month with 100,000 VCs/month |
| Airbridge Core | Collected data points | From USD 40/month with 500,000; USD 0.0001 per extra point | An event is a data point; Growth has different MAU/install pricing options |

Sources: [Adjust plans](https://www.adjust.com/pricing/), [Branch Intro](https://help.branch.io/account-hub/branch-intro-plan), [Airbridge Core](https://www.airbridge.io/en/plans/core), [Airbridge Growth](https://www.airbridge.io/en/plans/growth).

A paid install, a link click and an in-app event are not equivalent billing units. Use the [full MMP comparison](https://www.martechdevs.com/blog/appsflyer-vs-adjust) for the common-workload method, deep-link tests and non-price criteria. Repeating each vendor's pricing calculator without reconciling those units can make the wrong option appear cheaper.

## Which option fits your app's current stage?

Choose the next evaluation around acquisition complexity and the measurement job, rather than the biggest free allowance.

| Situation | First evaluation | Runner-up | Why the weaker fit needs scrutiny |
| --- | --- | --- | --- |
| Owned-media only, little attribution complexity | Zero or existing first-party reporting | A limited paid-plan pilot when the need emerges | A broad paid contract may solve a problem you do not yet have |
| Paid acquisition across several networks | Growth priced on a verified workload | Adjust or Airbridge evaluated on the same outcomes | A free plan can stop fitting when paid measurement or volume changes |
| Growth depends heavily on links and deep linking | Branch alongside the existing setup | AppsFlyer with the required linking capabilities | A conversion-only price comparison omits the central job |
| High recurring volume or premium requirements | Negotiated Enterprise quote | Competing scoped proposals | Public list rates can misrepresent the negotiated package |

These are shortlist recommendations, not claims that one vendor is always cheapest. Require a test of the actual campaign, app and reporting requirements before moving production measurement.

## How can you control cost without weakening measurement?

Control avoidable usage and contractual surprises while preserving the definitions that make the data useful.

1. Stay within a free owned-media scope only while it genuinely fits the work.
2. Review conversion counts by type before interpreting an increase as acquisition growth.
3. Document attribution and retargeting settings; test the effect of each change.
4. Keep production measurement separate from test activity through supported controls.
5. Decide which premium features to retain before their trial ends.
6. Forecast the Welcome exhaustion month and confirm the next plan in advance.
7. Negotiate unit rates, uplifts, notice and export rights in the order form.
8. Reconcile the actual Usage Report with the invoice each month.

For the first invoice, identify the period, apps, media sources, conversion types, adjustments and applicable allowance. Organic installs should not appear as charged conversion units. Investigate a retargeting spike against the campaign launch and settings history before disputing or accepting it. The [AppsFlyer implementation checks](https://www.martechdevs.com/blog/appsflyer-implementation-mistakes) help trace duplicate events, identity errors and revenue inconsistencies.

![Owned-media needs lead to Zero; paid measurement needs lead to a conversion forecast, Welcome check, contracted fees, premium costs and invoice review.](https://www.martechdevs.com/assets/blog/appsflyer-pricing.svg)

## What should your budget and contract checklist include?

Approve the purchase when usage, capabilities and renewal obligations can be reconciled to one written forecast:

## Checklist

- [ ] Twelve-month conversion forecast split by installs, re-engagements and re-attributions.
- [ ] Welcome exhaustion date and one-year expiry recorded.
- [ ] Growth transition or other plan explicitly confirmed.
- [ ] iOS billing method and any extended-platform usage confirmed.
- [ ] Premium features, limits and post-trial prices listed separately.
- [ ] Test traffic and production usage distinguishable in reconciliation.
- [ ] Sample Usage Report and invoice reviewed against the workload.
- [ ] Order-form uplift, notice, payment and termination terms recorded.
- [ ] Internal renewal review scheduled before the notice deadline.
- [ ] Named owner for monthly usage, invoices and integration changes.

For help establishing that workload, start with a [free martech audit](https://www.martechdevs.com/martech-ai-audit). For SDK, revenue and reporting work with defined acceptance tests, [request a mobile measurement implementation quote](https://www.martechdevs.com/product-analytics#get-quote).

### What changed in this pricing check?

17 October 2026: verified Growth at USD 0.07, the 12,000-conversion/one-year Welcome limit, the fallback to Zero, current iOS billing logic and the public terms dated 23 November 2025. Keep this check date with your forecast and recheck the offer before signing or renewing.

## Frequently asked questions

### Is AppsFlyer free for a new app?

New accounts receive the finite Welcome allowance, and Zero is the free owned-media option afterward. A team running paid campaigns should confirm the appropriate paid plan before Welcome ends. Budget the first ordinary month and any premium features alongside the introductory period, because the initial invoice does not represent ongoing cost.

### What happens to unused Welcome conversions after twelve months?

The billing guide says Welcome ends when its conversions are consumed or one year passes, whichever happens first. Do not carry an unused balance into a second-year forecast. Record the expiry date, confirm the next plan and compare the actual remaining allowance with the acquisition schedule before a large campaign launch.

### Do organic installs count toward the AppsFlyer bill?

Organic installs are not charged as conversions under the published conversion model. Use the billable Usage Report rather than adding all install totals from dashboards. Check the media source, conversion type and adjustments, then reconcile the result with the actual agreement, especially when the account uses several products or measurement methods.

### Can we get a refund if we cancel mid-term?

The public terms generally make paid fees non-refundable unless the agreement provides an exception. Check your order form, remaining commitments and notice requirements before treating cancellation as an immediate saving. Also plan access to required exports and reporting history so a commercial change does not leave the team without its measurement record.

### Is USD 0.07 per conversion the same as advertising cost per install?

No. AppsFlyer's fee is a measurement cost, while advertising cost per install is paid to the acquisition channel. The measurement count can also include retargeting outcomes. Keep media, measurement, implementation and operating costs separate, then combine the appropriate costs when calculating acquisition economics for a clearly defined customer cohort.

## Sources

1. [AppsFlyer: Pricing](https://www.appsflyer.com/pricing/). Accessed 17 October 2026.

2. [AppsFlyer: Account plans, payments and billing](https://support.appsflyer.com/hc/en-us/articles/115000136303-Account-management-plans-payments-and-billing). Accessed 17 October 2026.

3. [AppsFlyer: Terms of use](https://www.appsflyer.com/legal/terms-of-use/). Accessed 17 October 2026.

4. [Vendr: AppsFlyer buyer pricing](https://www.vendr.com/marketplace/appsflyer). Accessed 17 October 2026.

5. [Adjust: Pricing](https://www.adjust.com/pricing/). Accessed 17 October 2026.

6. [Branch: Intro plan](https://help.branch.io/account-hub/branch-intro-plan). Accessed 17 October 2026.

7. [Airbridge: Core plan](https://www.airbridge.io/en/plans/core). Accessed 17 October 2026.

8. [Airbridge: Growth plan](https://www.airbridge.io/en/plans/growth). Accessed 17 October 2026.