Xsolla partners with AppsFlyer for improved web shop analytics and ad tracking

Games commerce company Xsolla has partnered with data platform AppsFlyer for better web shop analytics and ad tracking.

The partnership is focused on offering game developers insights and “simplified" activations for Xsolla’s web shop services. It aims to address cross-platform measurement and attribution challenges through server-to-server (S2S) and web integrations.

The Mobile Application S2S Integration aims to help game developers track how much money they make from mobile in-app and web shop purchases. It shows how effective their marketing efforts are by linking purchases to app installs and ad campaigns.

As for the Web Integration Activation, it lets developers measure how well their ads are working for web shops by tracking ad performance and how well ads drive traffic to the shop.

Simplifying complexities 

“Xsolla's web shop solution has revolutionised the mobile game development industry, with over 500 web shops established," said Xsolla chief marketing and growth officer Berkley Egenes. “Previously, the traditional mobile measurement tools were not suitable for this scenario.

“This collaboration underscores Xsolla’s commitment to simplifying complexities for our mobile game partners and enabling smarter business decisions based on complete data flows across the player journey.”

AppsFlyer product director of gaming Adam Smart added: “In an increasingly evolving and dynamic gaming ecosystem, understanding the full user journey across mobile and web is critical for developers looking to optimise performance and maximise revenue." 

“By combining Xsolla’s expertise in commerce with AppsFlyer’s leading analytics capabilities, we’ll see seamless cross-platform measurement and attribution, giving developers the insights they need to drive smarter decisions and accelerate growth for the industry."