Case Study: Gismart achieves 20% improved user acquisition performance and deduplicated SKAN/Appsflyer installs with AppsFlyer’s Single Source of Truth

Single Source of Truth – A pathway to deduplicating installs and events between SKAN and AppsFlyer

Gismart, a leading mobile apps and games developer with over 1 billion downloads and 30 million MAUs, faced fractured attribution after iOS 14’s IDFA restrictions: attribution data lived in different silos (SKAN, probabilistic models, ATT-consented users), causing duplicated installs and unclear LTV/ROAS measurement. To consolidate and deduplicate these sources they turned to AppsFlyer and its Single Source of Truth (SSOT) approach.

Already an AppsFlyer customer, Gismart added AppsFlyer’s SSOT (beta) to their BI stack to deduplicate installs and events across SKAN and AppsFlyer attribution, producing clean eCPI and ROAS metrics. Within months AppsFlyer’s SSOT improved Gismart’s user-acquisition performance modeling by 20%, removed duplicate event data, and was rolled out across their entire app portfolio to restore reliable, campaign- and country-level performance visibility.

Gismart

Artem Kazimirchyk

Head of BI & Analyti