Case Study: Head Digital boosts attribution accuracy by 40% with AppsFlyer

How A23 Rummy scaled growth by unlocking cross-channel attribution accuracy

Head Digital, the company behind A23 Rummy and A23 Poker, needed to improve cross-channel measurement as its campaigns scaled across web, app, and offline channels. The team struggled with inconsistent deep linking, fragmented attribution data, and limited iOS visibility after SKAdNetwork changes, making it harder to optimize campaigns and user journeys. AppsFlyer’s measurement and deep linking products were used to address these issues.

AppsFlyer implemented Attribution Suite, OneLink, and Conversion Studio to create smoother web-to-app journeys, centralize campaign insights, and improve SKAN measurement. With Smart Banners and deep linking, Head Digital improved user routing to relevant in-app destinations, while Conversion Studio helped optimize conversion values for post-install KPIs. The result was a 40% improvement in attribution visibility, better web-to-app conversions, and reduced manual reporting effort.

Head Digital

Sudarshan Reddy

Senior Director, Acquisition Marketing