AppsFlyer Launches Xpend to Provide Marketers Accurate Cost Data at Scale in One Holistic Platform
Xpend ties aggregate cost and attribution data together so marketers can quickly and effectively optimize marketing performance and accurately calculate their true ROI
AppsFlyer, the global attribution leader, announced the launch of Xpend, the company’s new cost aggregation product that supports complex schema and data mapping to help alleviate the pain points marketers face due to fragmented cost data. With the industry shifting towards a more aggregate way of measuring marketing efforts, the importance of having an accurate, complete, and actionable cost aggregation solution has become paramount. Xpend covers 100% of marketers’ spend data from any source, and provides access to granular data enabling them to act fast on their spending goals, accurately optimize ad spend, and ultimately make smarter and more informed decisions.
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“Over the past few years, we’ve worked with thousands of customers and partners measuring tens of billions of dollars in ad spend through our cost aggregation product. Everything we learned was used to create its next generation – Xpend,” said Gal Brill, General Manager – ROI360, AppsFlyer. “We see this product as part of a holistic approach to help our advertisers and partners keep their marketing stack working seamlessly. Providing aggregate cost data via APIs has become more important than ever before. Through years of experience working with performance marketers, we’ve built Xpend to solve the data aggregation and normalization challenges that marketers face today. AppsFlyer is well known for providing reliable and accurate attribution data; tying in cost is only a natural next step.”
Marketers are familiar with the tedious setbacks associated with fragmented data such as manually entering in weekly spend reports for hundreds of channels and sources, pulling together endless spreadsheets, filling in missing gaps, and correcting wrong data. As marketers strive to keep up with growing scale and data complexity, Xpend allows them to access all of their data in one innovative in-house solution to accurately optimize their marketing spend.
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With industry updates focused around privacy and security ahead, using cost data tied to attribution links alone may no longer be considered a reliable solution on its own. This is why combining privacy centric attribution with aggregating cost data directly through API integrations with partner networks is a critical solution for marketers.
“Data is limitless and keeping track of everything can be a marketer’s worst nightmare. There are hundreds of channels and ad networks, multiple sources that have tens of thousands of campaigns and millions of keywords and creatives,” said Brian Quinn, US President and General Manager, AppsFlyer. “The addition of currencies creates an overwhelming amount of information that needs to be tackled in an efficient way. Xpend pulls all this data into one place, seamlessly tying attribution and cost under one roof.
Xpend provides marketers a comprehensive way to access all cost data and streamline it into an ETL (Extract, Transform, Load) process, which aligns various schema of data into a single model that makes the data easy to aggregate, analyze, and optimize. Additionally, Xpend is integrated with 60+ APIs, including Facebook, Google, AppLovin, and recently added Twitter & Tencent Marketing Solutions.
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