AppsFlyer vs Fathom Analytics: Which is Better in 2026?
Choosing between AppsFlyer and Fathom Analytics? Both are popular analytics tools. Below we compare them on pricing, free tiers, features, and pros & cons so you can pick the right fit for your stack.
AppsFlyer is for: Mobile app marketers who need to attribute installs and in-app actions to paid campaigns.
Fathom Analytics is for: Agencies and site owners running many websites who want cookie-free traffic stats on one plan.
Quick verdict
There’s no single winner; pick on your constraint. Choose AppsFlyer if you run paid campaigns for a mobile app and need to know which ones drive installs. Choose Fathom Analytics if you run many sites and want them on one plan.
AppsFlyer vs Fathom Analytics — Side by Side
| AppsFlyer | Fathom Analytics | |
|---|---|---|
| Category | Analytics | Analytics |
| What it is | Mobile attribution platform | Privacy-friendly web analytics |
| What it measures | Installs and conversions by campaign | Website traffic, events and revenue |
| Self-hosting | No (hosted) | No (hosted) |
| How you pay | Per conversion ($0.07 on Growth) | Monthly plan by pageviews |
| Free access | 12,000 conversions in the first year | 7-day trial (card required) |
| Pricing | Free · then usage-based | From $15/mo |
| Starting price | Free tier available | From $15/mo |
| Free tier | — | |
| Best for | Analytics — mobile attribution, paid campaigns, ROAS | Analytics — cookie-free, many sites, agencies |
Pros & Cons
- Free Zero plan: 12,000 conversions in the first year
- Pay-as-you-go Growth at $0.07 per conversion
- Organic installs are not counted
- Zero plan excludes apps with paid activities
- Fraud protection is on Enterprise
- Measures attribution, not product funnels
- No cookie banner required, per the vendor
- 50 sites on the entry plan
- Pricing depends only on pageviews
- No funnels or session replay
- 7-day trial requires a card
- No self-hosted version
Key Features Compared
AppsFlyer
- Zero (free): 12,000 free conversions in the first year; not for apps with paid activities
- Growth: pay-as-you-go at $0.07 per conversion after the 12,000 free
- Growth adds basic mobile attribution for paid campaigns
- Enterprise: custom pricing with cross-channel attribution, ROAS optimization and fraud protection
- Organic installs and actions are not counted and are free
Fathom Analytics
- $15 a month for up to 100,000 pageviews, with at least 50 sites
- Tiers up to $470 a month for 25M pageviews; custom above that
- Event and revenue tracking, UTM campaigns, shared dashboards and an analytics API on every plan
- No cookie banners required, per the pricing page
- Extra sites: $10 a month per pack of 50; yearly billing gives 2 months free
- 7-day trial; card required
Choose AppsFlyer if…
- You want to start free — AppsFlyer has a free tier and Fathom Analytics does not.
- You run paid campaigns for a mobile app and need to know which ones drive installs.
- You want to start pay-as-you-go rather than sign an annual contract.
- You need mobile fraud detection on an enterprise plan.
Choose Fathom Analytics if…
- You run many sites and want them on one plan.
- You want cookie-free traffic analytics with revenue and event tracking.
- You want pricing that depends only on pageviews.
Frequently Asked Questions
Is AppsFlyer better than Fathom Analytics?⌄
There’s no single winner; pick on your constraint. Choose AppsFlyer if you run paid campaigns for a mobile app and need to know which ones drive installs. Choose Fathom Analytics if you run many sites and want them on one plan.
What is the difference between AppsFlyer and Fathom Analytics?⌄
What it is — AppsFlyer: Mobile attribution platform. Fathom Analytics: Privacy-friendly web analytics. What it measures — AppsFlyer: Installs and conversions by campaign. Fathom Analytics: Website traffic, events and revenue. How you pay — AppsFlyer: Per conversion ($0.07 on Growth). Fathom Analytics: Monthly plan by pageviews. Free access — AppsFlyer: 12,000 conversions in the first year. Fathom Analytics: 7-day trial (card required).
AppsFlyer vs Fathom Analytics: which is cheaper?⌄
AppsFlyer pricing: Free · then usage-based. Fathom Analytics pricing: From $15/mo. Confirm current pricing on each tool's official site, as plans change.
When should I skip both AppsFlyer and Fathom Analytics?⌄
Skip AppsFlyer if you only need in-app usage analytics. Firebase Analytics is free. Skip Fathom Analytics if you want to self-host. Plausible and Umami have self-hosted versions.
Sources · tool facts checked November 2026
See more options in our guide to the best analytics tools for startups.
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