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Between the launch of Google’s App Attribution program and AppsFlyer’s mobile analytics, mobile marketers will now be better able to set up, measure, and optimize app campaigns.

The formal collaboration “allows mobile advertisers to set up and run their Google campaigns in just a few effortless steps, making it faster, easier and more seamless for marketers to monitor and improve the performance of their campaigns,” according to the companies.

The goal is to deliver more reliable and consistent performance data for mobile advertising activities across a range of Google’s properties.

It makes eminent sense for the firms to pitch in together. According to the most recent AppsFlyer Performance Index, which ranks the top media sources in mobile advertising and has become a go-to resource for mobile marketers everywhere, Google continues to be a driving force for app marketers globally, across verticals, industries, and regions, demonstrating massive scale and delivering quality mobile users.

AppsFlyer will provide many of the latest Google app measurement functionalities as soon as they are available. For its part, Google will install a dedicated support team to AppsFlyer for the benefit of advertisers.

“The powerful combination of Google’s app marketing channels and AppsFlyer’s tools and advanced analytics gives marketers unprecedented opportunities to maximize their performance,” said Elad Mashiach, the VP of Partner Development at AppsFlyer. “By measuring everything — from app installs, engagement, revenue and uninstalls — our collaboration empowers marketers with the insights, tools and reach they need to better understand and optimize their overall performance and omnichannel ROI.”

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