AppsFlyer pricing looks simple until you try to turn a campaign forecast into an annual budget. The public Growth rate is clear, but the Welcome allowance expires, Enterprise requires a quote, premium features can sit outside the base plan, and more than app installs may affect a contract's usage.
This guide separates published prices from assumptions. It explains the current plans, calculates realistic Growth costs, identifies the billing questions to ask, and shows when a smaller app team should compare alternatives. Pricing and documentation were reviewed on August 5, 2026; verify the live terms before buying.
AppsFlyer pricing: the short answer
AppsFlyer starts with 12,000 free measured conversions in its Welcome package, available until the allowance is used or one year passes. After that, Growth costs $0.07 per conversion, Enterprise uses custom pricing, and the free Zero plan measures engagement but not paid attribution.
That is the direct answer. Your actual cost depends on how quickly you consume the welcome allowance, what your contract counts as a conversion, whether you need premium add-ons, and whether your volume is large enough to justify an Enterprise quote.
The official AppsFlyer pricing page presents three customer-facing tiers:
| Plan | Public price | Best public fit | Important limit |
|---|---|---|---|
| Zero | Free | Owned-media links and engagement measurement | Not suitable for paid attribution after Welcome ends |
| Growth | $0.07 per conversion after Welcome | Startups running paid acquisition | Cost rises with billable conversion volume |
| Enterprise | Custom quote | Larger, cross-channel programs | Price, included units, and features depend on the agreement |
AppsFlyer also gives new Zero and Growth accounts a Welcome package. It is not a permanent pool that renews every year: AppsFlyer's billing documentation says it ends after 12,000 measured conversions or one year, whichever comes first.
What each AppsFlyer plan includes
Plan names alone do not tell you what the app team can keep using after a trial. Separate the Welcome period from the ongoing tier when you evaluate the product.
Welcome package
Every new account begins on Welcome. It provides 12,000 measured conversions or up to one year of access, does not require payment details, and includes a 30-day trial of selected premium add-ons. The public pricing FAQ names Raw Data API access, the API Analytics Suite, and custom dashboards among the trial features.
The two clocks are independent. A low-volume app can reach the one-year limit with conversions remaining; a successful launch can consume all 12,000 in days. If the account owner does not add billing details or change plans when Welcome ends, AppsFlyer says the account converts to Zero.
That makes the free allowance useful for technical validation, but it should not be treated as an ongoing paid-acquisition budget.
Zero
Zero is free and does not require payment details. The important qualification is that it measures engagement such as clicks and impressions but does not measure attribution after the Welcome package ends, according to the billing documentation.
Zero can fit an app using owned-media journeys without paid activity. It is not the ongoing free MMP tier that the phrase “12,000 free conversions” can imply when it is separated from the Welcome expiration rule.
Growth
Growth is the self-serve, pay-as-you-go option for paid campaigns. It measures engagement and attribution, requires billing details, and charges $0.07 for each conversion after the 12,000-conversion Welcome allowance.
The published rate makes the base measurement cost forecastable. It does not prove that every feature displayed in the plan comparison is included at that rate. AppsFlyer's pricing FAQ identifies API access, Protect360 fraud protection, Audiences, and Data Locker as premium features, while the first 30 days include only selected add-ons. Confirm what remains enabled after the trial.
Enterprise
Enterprise is a customized plan. AppsFlyer does not publish a standard rate, minimum annual commitment, included conversion volume, or overage schedule on its pricing page.
Third-party procurement data can provide context, but not your price. SpendHound reports average annual spend of $32,421 for SMB customers and $329,416 for enterprise customers across 160 customer contracts. Those figures mix different volumes, features, terms, and organizations, so use them as a negotiation benchmark—not as an AppsFlyer list price or a substitute for a quote.
Ask AppsFlyer to state the committed units, extra-unit cost, add-ons, onboarding, support level, renewal uplift, and downgrade terms in writing. The vendor's own account guide notes that invoices depend on both units used and add-ons included.
AppsFlyer pricing examples at common volumes
The Growth calculation is straightforward once you separate the first year from later years.
first-year Growth cost = max(annual billable conversions - 12,000, 0) × $0.07
later-year Growth cost = annual billable conversions × $0.07
These are planning examples, not quotes. They assume steady volume, the public Growth rate, no premium add-ons, no taxes, no contract discount, and a full 12,000-conversion Welcome allowance available at the start of year one.
| Forecast per month | Annual conversions | First-year Growth base cost | Later-year Growth base cost |
|---|---|---|---|
| 1,000 | 12,000 | $0 | $840 |
| 5,000 | 60,000 | $3,360 | $4,200 |
| 25,000 | 300,000 | $20,160 | $21,000 |
| 100,000 | 1,200,000 | $83,160 | $84,000 |
| 500,000 | 6,000,000 | $419,160 | $420,000 |
At 100,000 billable conversions per month, the Welcome package reduces first-year base charges by $840. That is useful, but it does not materially change an $83,160 annual Growth forecast. At that volume, an Enterprise quote is worth requesting even though the public site does not specify a formal crossover point.
Do not annualize one unusually quiet month. Use at least three scenarios:
- Base: current paid conversion volume with no new markets.
- Expected: approved media plan plus typical re-engagement activity.
- High: seasonal peaks, geographic expansion, a second app, and extended-platform campaigns.
Run the formula for each scenario, then compare Growth with an Enterprise quote using the same units and feature scope.
What counts as a billable AppsFlyer conversion?
AppsFlyer's pricing FAQ defines a conversion as a successful app install or user action driven by your efforts and measured by AppsFlyer. It specifically includes an install, re-engagement, or re-attribution attributed to a campaign; organic installs and actions are not counted under that public definition.
The account documentation is broader because AppsFlyer supports different commercial packages. It lists possible plan units including non-organic installs, re-engagements, re-attributions, monthly active users, in-app events, and web conversions. Growth's public offer is conversion-based, but an Enterprise buyer should not assume its negotiated meter is identical.
Three edge cases deserve attention.
Retargeting can add units without adding new users
A re-engagement is an existing user returning through a retargeting campaign. A re-attribution is a former user returning after the applicable inactivity and attribution conditions. Both can be conversion units, so a forecast built only from first-time installs can understate usage.
Ask the growth team for paid re-engagement and re-attribution history by month. If there is no history, model them as a separate percentage of paid installs rather than silently setting them to zero.
Extended platforms joined the billable pool in 2026
AppsFlyer's support page says that, starting February 1, 2026, non-organic installs from extended platforms such as CTV, PC, and console are included in billable conversions under conversion-based commercial terms. It also says non-organic re-engagements and owned-media activity can be billed for those apps, while organic installs and re-engagements are not.
That change matters to a company adding connected-TV or console acquisition. A mobile-only historical average may no longer represent the next contract year.
iOS billing uses its own reconciliation logic
For iOS apps, AppsFlyer documents two measurement paths. If Single Source of Truth is configured, that method is used; otherwise AppsFlyer compares daily SKAdNetwork and privacy-centric real-time attribution totals for each media source and uses the higher number for billing. The documentation says this avoids charging twice for the same conversion, but finance should still reconcile invoice units with the account usage report rather than a campaign dashboard alone.
AppsFlyer retains usage-report data for 24 months and calculates usage reports and invoices in UTC. Those operational details can explain small timing differences during month-end reconciliation.
How to forecast your full AppsFlyer pricing
The public conversion rate is only the base measurement line. Build a 12-month total-cost model before choosing Growth or accepting an Enterprise proposal.
1. Export actual billable units
Use AppsFlyer's usage report, not total installs from an app store or analytics dashboard. The support documentation says the report excludes non-chargeable conversions such as organic installs and fraud-related reversals and can be filtered by date, app, media source, event source, and event type.
Pull at least 12 months when available. Mark launches, promotions, and unusual pauses so the forecast does not treat every spike as recurring.
2. Add approved growth
Translate the media plan into non-organic installs, re-engagements, and re-attributions. Add CTV, PC, or console activity if those platforms enter the plan. Keep organic volume separate because it is not charged under the public conversion definition.
3. Inventory premium features
List the features that matter to a real workflow, not the features someone clicked during the 30-day trial. AppsFlyer names Protect360, ROI360, Audiences, Pivot, and Data Locker as examples of add-ons in its account documentation.
For each requirement, record whether it is included, separately priced, usage-metered, or unavailable on the proposed plan. ROI360 can have its own measured dollar units and extra cost after package units are exceeded, so it should not be folded into a generic “analytics included” row.
4. Price implementation and operations
Include SDK integration, event mapping, deep-link migration, consent-flow review, QA across platforms, dashboard rebuilding, warehouse changes, and campaign downtime. These costs may be internal rather than invoiced by AppsFlyer, but they still belong in the buying decision.
Also price ongoing reconciliation. A metered product needs a named owner for usage alerts, invoice checks, fraud reversals, and volume forecasts.
5. Normalize the quote
Use one formula for every option:
annual total cost = base platform charges + overages + add-ons + services + implementation + ongoing operations
Then document contract length, payment timing, currency, taxes, renewal increases, downgrade rights, data export on termination, and support response targets. A lower year-one rate can lose its advantage if the conversion commitment is too high or the renewal language is unfavorable.
AppsFlyer pricing vs a flat-tier benchmark
Deeplinkly publishes this guide and is an AppsFlyer alternative, so the comparison should be explicit. Deeplinkly's pricing is free through 25,000 attributed installs per month, then $99 monthly through 100,000, $299 through 500,000, and $799 through 2 million; annual billing charges for ten months. It is a narrower, developer-first attribution and deep-linking product, while AppsFlyer offers a broader enterprise measurement platform, so equal volume does not mean equal product scope.
| Monthly attributed installs | AppsFlyer Growth, later-year base | Deeplinkly published monthly tier |
|---|---|---|
| 25,000 | $1,750 | $0 |
| 100,000 | $7,000 | $99 |
| 500,000 | $35,000 | $299 |
| 2,000,000 | $140,000 | $799 |
This table applies the public $0.07 AppsFlyer Growth rate to attributed installs only and excludes AppsFlyer Enterprise discounts or add-ons. Use it to decide whether a broader platform evaluation is justified, not to claim feature equivalence.
If your team needs AppsFlyer's cross-channel measurement, partner ecosystem, advanced fraud products, or enterprise service model, request a scoped Enterprise proposal. If the requirement is focused mobile attribution and deep linking with a predictable invoice, compare the narrower option against the exact workflow rather than paying for breadth by default.
Which AppsFlyer plan fits your app team?
Use Welcome for a technical evaluation when 12,000 conversions or one year gives engineering enough time to validate SDK events, paid attribution, deep links, reporting, and data handoffs. Schedule the add-on evaluation during the first 30 days because those trials start when signup is completed.
Stay on Zero when you only need owned-media engagement and do not need ongoing paid attribution. If paid campaigns begin, Zero's free price is not the relevant comparison.
Choose Growth when pay-as-you-go measurement fits your volume, the public per-conversion calculation is acceptable, and the required feature list does not make add-ons or operations disproportionate. Set a usage alert before the first scaled campaign.
Evaluate Enterprise when conversion volume makes Growth expensive, multiple platforms or apps complicate the meter, or the team needs negotiated capabilities and service levels. Do not compare the quote with Growth until both use the same forecast, included units, features, and contract period.
Use an app attribution platform evaluation checklist to score data access, privacy, integrations, deep linking, fraud controls, and implementation risk alongside price. A plan that wins only on the base rate can still be the more expensive operational choice.
Frequently asked questions
How much does AppsFlyer cost per month?
AppsFlyer Growth costs $0.07 per conversion after the Welcome allowance. At 100,000 billable conversions per month, the later-year base cost is $7,000 per month before premium add-ons, taxes, or negotiated terms; Enterprise pricing requires a quote.
Is AppsFlyer free?
AppsFlyer provides 12,000 free measured conversions until they are used or one year passes through its Welcome package. The ongoing Zero plan is free, but it measures engagement rather than paid attribution after Welcome ends.
What happens after 12,000 free AppsFlyer conversions?
The Welcome package ends when 12,000 conversions are consumed or one year passes. To continue paid attribution, upgrade to Growth at the published $0.07-per-conversion rate or request an Enterprise proposal; otherwise the account converts to Zero.
Does AppsFlyer charge for organic installs?
No under the public conversion offer. AppsFlyer says organic installs and actions that it does not attribute are free, while campaign-driven installs, re-engagements, and re-attributions can count as conversions.
Is AppsFlyer Growth or Enterprise cheaper?
There is no universal answer because Enterprise pricing is customized. Calculate Growth at $0.07 per expected conversion, add required premium products and operational costs, then compare that annual total with an Enterprise quote using the same units and scope.
Are AppsFlyer premium features included in Growth?
Do not assume every premium feature is included. AppsFlyer identifies API access, Protect360, Audiences, Data Locker, and other capabilities as premium, and selected add-ons are trialed for 30 days; confirm the post-trial entitlement and price for each required feature.
Conclusion
AppsFlyer pricing is transparent for Growth's base conversion rate but conditional everywhere else. The Welcome allowance expires, Zero does not provide ongoing paid attribution, Enterprise is quote-based, and add-ons or non-mobile conversions can change the budget.
Forecast billable conversions under base, expected, and high scenarios. Then compare Growth and Enterprise on the same feature set, include implementation and operations, and require every unit and renewal term in writing. If that total exceeds the value of the broader platform, evaluate a focused alternative against your actual attribution and deep-linking requirements.