Facebook’s latest move may kill few App Attribution companies

With the announcement of Facebook Analytics for Apps, they are not only gunning after the App Analytics companies (GA for Mobile, Mixpanel, Flurry), they are also looking to enter the attribution space. This move might kill companies like Appsflyer, Apsalar, Localytics, Adjust & Localytics. Incidentally, all these are Facebook’s preferred marketing partners.

Facebook will not just measure App install on its own network, but will also measure the performance of App Install ads across all the ad-networks.

That will make FB Analytics a comprehensive Analytics+Attribution tool for the long tail of Apps which are not necessarily looking for deep vertical features provided by the tools mentioned above.

I predict that long tail of Apps will move to Facebook and that will give Facebook enough insights to build a comprehensive product to convince bigger Apps to start using it. Plus, it will be a free tool which is another big plus in its favor.

Facebook will be able to improve it’s audience data further using these insights thus helping Advertisers to get more suited users.

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