Case Study: Musical.ly scales global growth and improves user engagement with AppsFlyer

Musical.ly scales global growth with AppsFlyer and reaches #1 in 6 App Stores

musical.ly, a rapidly growing global video community now known as TikTok, faced the challenge of scaling its growth engine. The company needed to move beyond simple metrics and deeply understand which specific campaigns drove new installs, user quality, and down-funnel engagement to optimize its marketing efforts. To achieve this, musical.ly selected AppsFlyer as its mobile measurement partner.

Using AppsFlyer, musical.ly integrated all its marketing data sources and leveraged tools like Pivot reports and Custom Dashboards to gain powerful insights into user growth and behavior. This data-driven approach enabled faster A/B testing, improved user LTV, and increased marketing ROI, contributing to its peak as the number one iOS app in multiple countries and its subsequent acquisition by ByteDance.

Musical.ly