Case Study: AppsFlyer scales mobile app marketing analytics and creates a single source of truth with Looker

AppsFlyer gets creative with analyzing and delivering mobile app marketing metrics

AppsFlyer helps mobile app marketers (clients like Walmart, HBO, and Samsung) by tracking every event — clicks, installs, and purchases — and presenting those metrics in dashboards. Facing massive scale (about 100 billion events and 90 TB/day on AWS, ~40 PB in BigQuery) and rapid adoption (Looker users grew from ~200 to 800 daily; analysts from 5 to ~30), the company needed to keep analytics performant, consistent, and governed across the business.

AppsFlyer adopted Looker best practices (code reuse, caching and scheduled refreshes, limited dashboard elements, derived/materialized tables) and created a Looker Guild of embedded analysts plus a central BI team that owns the core model while teams build on top of it. The result: a scalable, self-serve analytics system with one source of truth, better performance and governance, smoother onboarding and cross-team KPIs, and the ability to measure and optimize Looker usage internally.

AppsFlyer

Alexandra Sudilovski

Senior BI Expert and Looker Guild Master