About Appstack
Appstack is an independent measurement solution that equips mobile app advertisers with reliable data, helpful analytics, and a convenient pricing model. This enables app growth teams to make smarter decisions and drive profitable growth.
We are building Appstack around the belief that deterministic aggregated data is the future of measurement.
The Status Quo
For over a decade, mobile app measurement has been controlled by a few companies that hold exclusive partnerships with major ad networks like Meta, Google, TikTok, and Applovin. These Mobile Measurement Partners (MMPs) act as middlemen, reducing app profits.
While this primarily affects iOS, Google’s upcoming Privacy Sandbox will bring similar changes to Android.
With Apple’s privacy changes post-ATT, MMPs lost control of deterministic attribution on iOS. Now, they rely on ad networks for reporting, shifting from attribution providers to mere analytics platforms.
To compensate, MMPs enforce probabilistic models that fingerprint users without consent—violating privacy-first policies through tactics like IP-based matching.
This raises a series of significant problems for the app community:
| Problem | Why |
|---|---|
| Data insecurity | MMPs report what ad networks send, bypassing Apple’s raw data. |
| High costs | Dominance drives up prices, with no geo-based pricing to align incentives. |
| Limited analytics | Basic tools force companies to export data for custom dashboards. |
| Complex integration | Lengthy, unstable integration wastes developers’ time. |
A New Vision for Mobile Measurement
Appstack democratizes mobile measurement, giving app advertisers a powerful, efficient, and transparent solution to maximize profitability. We ensure that more money comes in than goes out.
| Solution | How? |
|---|---|
| Reliable data | Matching and enriching SKAN raw postbacks for accurate, transparent reporting. |
| Affordable pricing | Reduces cost per conversion by over 50%, introducing geo-based pricing tiers. |
| Advanced analytics | Merges acquisition, business, and AI data for a complete marketing picture. |
| Seamless integration | No-SDK option with built-in analytics using SKAdNetwork and campaign imports. |
How is Appstack different from an MMP?
TL;DR:
MMPs only relay what ad networks provide, meaning advertisers have no way to verify accuracy or detect discrepancies. Appstack changes this by directly validating, matching, and enriching raw postbacks, ensuring transparency and control for advertisers.
Appstack built a matching engine to validate, match, and enrich Apple’s aggregated deterministic data at scale with high precision.
Current Data Flow (MMPs)
- Apple sends the postback to ad networks.
- Ad networks enrich postbacks with parameters (e.g. campaign name).
- Ad networks send the enriched postback to MMPs.
- MMPs display the data.
Appstack’s Data Flow
- Apple sends a raw postback copy directly to the advertiser’s app via Appstack.
- Appstack validates, matches, and enriches the data by querying ad network APIs.
- Appstack transforms the data, delivering reliable reporting and unique analytics.
Key Benefits for Advertisers
- Full Transparency – Audits ad network reports to detect discrepancies.
- Lower Costs – Eliminates MMP overhead, enabling geo-based pricing.
- Ease of use - No SDK is needed to get started.
- Superior Analytics – Integrates App Store Connect / Revenue Cat for business insights.