AppsFlyer launches AI-powered MCP to streamline marketing data access

Mobile measurement company introduces Model Context Protocol tool for faster campaign optimization through natural language queries.

AppsFlyer MCP architecture diagram showing AI-powered data access through unified API and secure protocol
AppsFlyer MCP architecture diagram showing AI-powered data access through unified API and secure protocol

AppsFlyer announced the launch of its Model Context Protocol (MCP) on July 17, 2025, introducing an AI-powered orchestration tool designed to streamline how marketing teams access data and manage campaigns. The San Francisco-based company, which specializes in marketing measurement, attribution, and data analytics, built the solution on Anthropic's Model Context Protocol framework.

The new tool connects AppsFlyer's APIs to leading large language models, enabling marketers to work more efficiently using natural language prompts or through AI agents acting on their behalf. This development addresses growing bottlenecks that marketing teams face when accessing performance insights and managing campaign assets across increasingly complex, multi-platform campaigns.

Summary

Who: AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, announced the launch.

What: AppsFlyer MCP (Model Context Protocol), an AI-powered orchestration tool that streamlines data access and campaign management through natural language queries.

When: July 17, 2025, with immediate availability through Claude platform.

Where: San Francisco-based AppsFlyer serves global marketing teams managing multi-platform campaigns.

Why: The tool addresses bottlenecks in accessing performance insights and managing campaign assets, reducing dependency on technical teams and accelerating optimization decisions for marketing professionals.

According to AppsFlyer, traditional workflows require technical expertise or dependency on data teams, which slows down optimization decisions. The company's Chief Product Officer, Barak Witkowski, explained the solution's purpose: "AppsFlyer MCP provides marketing teams with more direct access to their data and significantly reduces time to decision-making. By connecting our attribution and analytics infrastructure to conversational AI, we're reducing the friction between insight and action."

The timing of this announcement coincides with broader industry trends toward more intuitive, AI-enabled marketing tools. Marketing teams managing complex campaigns need faster optimization capabilities, particularly when dealing with multiple platforms simultaneously. AppsFlyer MCP addresses these challenges by providing a unified AI access point for both human queries and automated workflows.

The solution transforms complex processes into natural conversations that integrate into a marketer's daily workflow. Teams can access specific data points such as return on ad spend (ROAS), retention rates, or lifetime value (LTV) based on campaign objectives without encountering reporting bottlenecks, API configurations, or dependencies on other teams.

AppsFlyer MCP includes three primary capabilities. The AI-powered analytics chat feature allows users to query marketing campaign performance data through natural language, receiving real-time insights on ROAS, retention, LTV, and campaign comparisons. This enables faster optimization decisions without requiring customized dashboards or analyst support.

The audience management component provides transparency into audience setup and active audiences managed across organizations. Users can gain full visibility into their audience configurations and management processes through the AI interface.

Link governance represents the third key capability, promoting link consistency, parameter transparency, and standardized reporting by allowing direct querying within the OneLink dashboard through large language models.

The solution specifically targets growth and performance marketers who need faster access to insights, along with marketing technology teams seeking scalable AI integration without additional technical burden. AppsFlyer MCP reduces manual work across performance analysis, targeting, insight generation, audience management, and link governance while operating on AppsFlyer's attribution and analytics engines.

Customer feedback demonstrates the tool's practical impact. Elay De Beer, CEO and Co-Founder of BUFF, a Play-to-Earn mobile gaming rewards platform, described the transformation: "AppsFlyer MCP completely changes how we analyze data. What used to take our analysts hours to pull together now takes just a few minutes to create."

De Beer highlighted the personalization aspect of the solution, noting that different team members can access tailored information without learning complex dashboards or waiting for training. "Our CMO, Boaz Pasco, can ask for retention insights, while I want high-level ROI numbers, and our B2B team needs influence attribution data. Each person gets their own personalized view without having to learn complicated dashboards or wait for training."

The launch comes with immediate availability through Claude, with plans to expand support for additional LLMs and AppsFlyer functionalities as part of the company's broader AI strategy. This phased rollout approach allows AppsFlyer to test and refine the integration before expanding to other platforms.

The Model Context Protocol framework, developed by Anthropic, provides the technical foundation for AppsFlyer's implementation. This protocol enables secure, standardized connections between AI systems and data sources, ensuring that queries are grounded in high-quality, privacy-safe data.

AppsFlyer's approach reflects broader industry movements toward democratizing data access within marketing organizations. Traditional analytics workflows often create bottlenecks when non-technical team members need specific insights for campaign optimization. The natural language interface removes these barriers while maintaining data security and accuracy.

The solution's architecture operates on top of AppsFlyer's existing attribution and analytics infrastructure, ensuring continuity with current measurement practices. This integration approach minimizes disruption to established workflows while adding AI capabilities that enhance productivity and decision-making speed.

Marketing teams using AppsFlyer MCP can expect reduced dependency on technical resources for routine data queries. The conversational interface allows users to request specific metrics, compare campaign performance across different parameters, and generate insights that previously required analyst intervention or complex dashboard navigation.

The announcement positions AppsFlyer within the growing market for AI-powered marketing tools. Companies across the industry are investing in solutions that reduce friction between data collection and actionable insights, particularly as campaign complexity increases and optimization cycles accelerate.

AppsFlyer's implementation focuses on practical applications rather than experimental features. The tool addresses specific pain points that marketing teams encounter daily, from accessing performance data to managing audience segments and maintaining link governance standards.

The solution's impact extends beyond individual queries to organizational workflows. Teams can establish consistent data access patterns, standardize reporting approaches, and reduce the time between identifying optimization opportunities and implementing changes.

As marketing measurement becomes increasingly sophisticated, tools like AppsFlyer MCP represent a shift toward more accessible analytics interfaces. The natural language approach lowers technical barriers while maintaining the depth and accuracy that performance marketers require for effective campaign management.

Terms Explained

Model Context Protocol (MCP) The Model Context Protocol represents a technical framework that enables secure, standardized connections between artificial intelligence systems and data sources. Developed by Anthropic, MCP allows large language models to access and interact with external APIs and databases in a controlled manner. This protocol ensures that AI systems can query data sources while maintaining security, accuracy, and privacy standards, making it possible for marketing teams to use conversational AI interfaces with their existing analytics infrastructure.

Attribution Attribution in marketing refers to the process of identifying which touchpoints and channels contributed to a conversion or desired outcome. This involves tracking user interactions across multiple platforms, devices, and marketing campaigns to determine the effectiveness of different marketing efforts. Attribution models help marketers understand the customer journey and allocate budget more effectively by showing which marketing activities drive the most valuable results.

Return on Ad Spend (ROAS) ROAS measures the revenue generated for every dollar spent on advertising campaigns. Calculated by dividing revenue by advertising costs, ROAS provides marketers with a direct metric for evaluating campaign profitability. A ROAS of 4:1 means that for every dollar spent on advertising, four dollars in revenue was generated. This metric helps marketers optimize budget allocation and identify the most profitable advertising channels and campaigns.

Lifetime Value (LTV) Lifetime Value represents the total revenue a business expects to generate from a customer throughout their entire relationship with the brand. LTV calculations consider factors such as average purchase value, purchase frequency, and customer retention rates. This metric helps marketers determine how much they can spend on customer acquisition while maintaining profitability and guides long-term marketing strategy development.

API (Application Programming Interface) An API serves as a communication protocol that allows different software applications to interact with each other. In marketing technology, APIs enable data exchange between various platforms, such as advertising networks, analytics tools, and customer relationship management systems. APIs allow marketing teams to integrate different tools and automate data transfer, creating more efficient workflows and comprehensive reporting capabilities.

Audience Management Audience management encompasses the process of creating, organizing, and optimizing target audience segments for marketing campaigns. This involves collecting customer data, segmenting users based on behavior and characteristics, and maintaining audience lists across different advertising platforms. Effective audience management ensures that marketing messages reach the most relevant users while maintaining data privacy and compliance with regulations.

Link Governance Link governance refers to the systematic management and standardization of tracking links used in marketing campaigns. This includes maintaining consistent naming conventions, parameter structures, and reporting standards across all marketing channels. Proper link governance ensures accurate data collection, prevents tracking conflicts, and enables comprehensive campaign performance analysis across different platforms and team members.

OneLink OneLink represents AppsFlyer's universal linking technology that creates a single link capable of directing users to the appropriate destination regardless of their device or platform. This technology handles deep linking, deferred deep linking, and app store redirects automatically. OneLink simplifies campaign management by eliminating the need for multiple tracking links while providing comprehensive attribution data across all user touchpoints.

Large Language Models (LLMs) Large Language Models are artificial intelligence systems trained on vast amounts of text data to understand and generate human-like language. In marketing applications, LLMs enable natural language interfaces for data querying, content generation, and automated analysis. These models can process complex queries, understand context, and provide relevant insights without requiring users to learn specific technical commands or query languages.

Marketing Technology (MarTech) Marketing Technology encompasses the software tools, platforms, and systems that marketers use to plan, execute, and measure their campaigns. MarTech stacks typically include customer relationship management systems, email marketing platforms, analytics tools, advertising management systems, and automation software. The integration and optimization of these technologies directly impact marketing efficiency and campaign performance across organizations.

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