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Mobile — Analytics & Attribution

PostHog, Mixpanel, Amplitude, Aptabase, AppsFlyer, Adjust, Branch, SKAN 4.

Mobile analytics splits into product analytics (what users do in your app) and install attribution (which ad / channel drove the install). Apple's SKAdNetwork (SKAN) 4 and ATT (App Tracking Transparency) keep reshaping the attribution market. For web/general analytics see analytics. For privacy-respecting telemetry see also observability.

Product analytics

Free / open-source / generous-free

  • ★ PostHog — product analytics + session replay + feature flags + experiments + LLM evals; free OSS self-host or generous free hosted tier (1M events/mo). Native iOS, Android, RN, Flutter SDKs.
  • ★ Aptabase — open-source, self-host or hosted, simple event analytics; designed for desktop and mobile apps. Free hobby tier. MIT.
  • Firebase Analytics — Google's free product analytics; included with Firebase. Tightly tied to FCM / Crashlytics.
  • Microsoft Clarity for mobile — heatmap + session replay; free.
  • Plausible Mobile — privacy-first; web first but mobile SDK exists.
  • Umami — privacy-first OSS; mobile via custom integration.
  • Mixpanel — funnels, cohorts; free up to 1M events/mo.
  • Amplitude — analytics + experiments; free up to 50k MTUs.
  • Heap — auto-track everything; free tier.
  • TelemetryDeck — privacy-first, indie-friendly; free tier for small apps.

Install attribution / MMPs

  • AppsFlyer — most-used MMP; paid.
  • Adjust — Berlin-based MMP; paid.
  • Branch — deep linking + attribution; paid + small free tier.
  • Singular — attribution + cost aggregation; paid.
  • Tenjin — attribution; smaller; free + paid; popular in mobile games.
  • Kochava — paid MMP.

Apple's privacy-restricted attribution

  • ★ SKAdNetwork (SKAN) 4 — Apple's attribution API; aggregated, privacy-preserving; required if you target opted-out users.
  • AdAttributionKit (iOS 17.4+) — successor / extension of SKAN; covers third-party app stores under EU DMA.
  • App Tracking Transparency (ATT) prompt — required for any cross-app tracking using IDFA.

Deep links / universal links

  • ★ Branch — generic deep-linking + attribution.
  • Firebase Dynamic Links — deprecated August 2025; do not start new projects on it.
  • AppsFlyer OneLink, Adjust deep links.
  • ★ Apple Universal Links + Android App Links — first-party; no SDK; verified domain hosting required.
  • Expo Linking / react-native-app-links for RN.

Crash + analytics combos

  • Apple Privacy Manifests + ATT prompt for any third-party SDK tracking IDFA.
  • Google Play Data Safety section.
  • GDPR / CCPA consent banners — see cookie-consent.

Pick this if…

  • Default product analytics, free, no tracking-shame: PostHog or Aptabase.
  • Already on Firebase: Firebase Analytics.
  • Funnels / cohorts / advanced analytics: Mixpanel or Amplitude (free tier).
  • Privacy-first indie: TelemetryDeck or Aptabase.
  • Paid acquisition with real ad spend: AppsFlyer or Adjust as MMP + SKAN-aware ad networks.
  • Just deep links, no attribution: Apple Universal Links + Android App Links direct.

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