Appcharge and AppsFlyer unite to streamline mobile game payments and cross-platform analytics

Appcharge and AppsFlyer have announced a new strategic partnership to integrate mobile and web store analytics into a single platform. The collaboration enables developers to track player behavior and purchases across both in-app and web environments with a unified view.

Historically, marketing analytics platforms like AppsFlyer provided visibility only into in-app purchases. This left a critical gap when it came to measuring transactions made through game publishers’ direct-to-consumer (D2C) web stores—limiting developers’ ability to assess total Lifetime Value (LTV) and optimize campaigns accordingly. The new solution bridges that divide.

Through server-to-server (S2S) integrations, Appcharge now sends login and purchase event data directly from its web checkout into the AppsFlyer platform. This addition enriches attribution dashboards by linking web store activity to user acquisition (UA), re-engagement efforts, and broader campaign performance, ultimately offering developers a complete customer journey across devices and platforms.

“The mobile games industry continues to shift toward models that give developers more control over distribution and monetization,” said Maor Sason, CEO of Appcharge. “Our integration with AppsFlyer ensures that game studios can follow the money—wherever it goes—and use those insights to connect more meaningfully with their players.”

The integration also supports Appcharge’s newly introduced Payment Links feature. These links allow iOS users to complete purchases via secure web checkouts—providing a workaround to platform fees and enabling direct monetization. Now, developers can link Payment Link usage to specific marketing campaigns, and measure how those links perform at driving user engagement and revenue.

AppsFlyer’s product director for gaming, Adam Smart, emphasized the importance of visibility across the full player journey. “By combining Appcharge’s monetization tools with AppsFlyer’s analytics capabilities, developers gain the intelligence needed to make strategic decisions that enhance performance and increase ROI,” Smart said.

The announcement reflects a broader industry trend as game developers seek greater independence from app store ecosystems, using web stores to regain margins and control. Appcharge, headquartered in Tel Aviv and backed by investors including Gillot Capital Partners and Play Ventures, is led by a team with experience from companies like Rovio, Huge Games, and Moon Active.