Case Study: musical.ly scales global growth to #1 in 60+ countries with AppsFlyer

musical.ly Leverages Deep Insights to Scale Their Global Business

Musical.ly, the global short‑video community (including musical.ly and live.ly), needed to scale growth while truly understanding which campaigns drove installs, the quality of new users and down‑funnel engagement across paid, earned and organic channels. To move beyond basic metrics and measure incremental lift and in‑app behavior differences, Musical.ly selected AppsFlyer as their measurement provider.

AppsFlyer mapped Musical.ly’s full growth funnel, integrated all marketing sources and delivered Pivot reports, Custom Dashboards and cohort/retention analytics so teams could build engagement KPIs (e.g., videos created/viewed, social connections) for LTV prediction and lookalike targeting; pre‑conversion data synced with BI and partner integrations were pre‑configured (data syncs set up in under a minute). The outcome: Musical.ly reached #1 in the iOS App Store in 60+ countries (including the US, Canada, UK, Germany, Brazil and the Philippines), grew to tens of millions of daily active users, accelerated A/B testing and realized faster growth, improved LTV and higher marketing ROI — enabled by AppsFlyer.

Musical.ly

Claire Sun

Head of Business Growth