SensorTower vs. AppsFlyer: A Complete Comparison for SMB-Focused App Marketing Agencies
SensorTower and AppsFlyer serve different but complementary needs in mobile app marketing.
SensorTower is an app market intelligence/ASO platform (downloads, revenue, keywords, competitor ad spend, etc.), whereas AppsFlyer is a mobile measurement platform (MMP) specializing in ad attribution, campaign analytics, deep linking and fraud prevention.
Below we compare their features, pricing, reviews and pros/cons from the perspective of a small-to-midsize (SMB) marketing agency.
1. Feature Comparison
2. Pricing
- SensorTower: No published pricing; enterprise quotes only.
SensorTower is known as a high-end platform. User feedback and independent reports note it is quite expensive and generally aimed at large budgets.
For example, Capterra reviewers say “Sensor Tower is a really expensive mobile growth tool…individual and small app developers can’t afford that price” and that it’s “not for small teams” (only big enterprises can afford it).
In practice, SMB agencies likely need to request a demo/quote – there’s no free or entry-level plan.
- AppsFlyer: Flexible tiering for SMB. AppsFlyer publishes a Zero (free) plan and a pay-as-you-go Growth plan.
The Zero plan includes 12K free events per year (e.g. installs) and basic analytics, meant for organic or owned-media campaigns.
The Growth plan also includes the first 12K free; after that, paid conversion events cost $0.07 each (no monthly minimum). An Enterprise plan with custom pricing unlocks all advanced features (deep linking, fraud protection, SKAN tools, etc.).
Thus, SMBs can start for free or with modest spend and scale usage/fees. Reviews note that AppsFlyer can still be pricey (“costs are not very competitive”) once past the free tier, but its pay-as-you-go model is far more SMB-friendly than SensorTower’s all-enterprise model.
You might be interested: Sensor Tower: Features, Pricing, and Use Cases
3. User Reviews & Ratings
G2 Ratings: As of mid-2025, SensorTower scores ~4.4/5 on G2 (53 reviews), while AppsFlyer is ~4.5/5 (638 reviews).
Both have many highly satisfied users among marketing professionals, but comments reveal different emphasis.
We summarize SMB/agency-oriented feedback from G2 and Capterra:
SensorTower Reviews
- SensorTower: Reviewers (often ASO or marketing managers) praise its competitive intelligence and ASO features.
Small-business reviewers say it’s “a game-changer” for mobile marketing strategy. Users highlight that SensorTower makes it easy to “deep dive” into competitors’ apps and creative ads.
For example, one SMB growth manager notes SensorTower lets them “analyze a game or my competitor to improve our statistics”.
Another says the platform’s panel and interface are “very easy to use”, letting him quickly access graphs and dashboards for analysis.
User reviews also emphasize ASO: the keyword and chart tools help “track and optimize keywords, monitor competitors’ revenue, and spy on their keywords”.
- Drawbacks: Cost and complexity. Multiple users warn that SensorTower’s pricing puts it out of reach for small agencies.
One reviewer bluntly says “this tool is not for small teams… only big enterprises can afford it”.
Others note a learning curve: the ASO features and ad dashboards can be complex, and the UI (while powerful) can feel cluttered. A G2 user remarked the interface was not his favorite and could be more user-friendly.
Data accuracy is sometimes questioned (“I always doubt the data”) especially for specific ad networks or older history.
In summary, SensorTower reviewers love the depth of market insights, but many SMB users say it’s overkill and expensive for smaller clients.
AppsFlyer Reviews
- AppsFlyer: Reviews highlight its core strength in attribution and anti-fraud. SMB marketers praise AppsFlyer for “reliable, real-time attribution across all our marketing channels”, giving a “clear, unified view of performance” for making data-driven decisions.
Its dashboard and data granularity are cited as highly beneficial (e.g. drilling into cohorts, LTV, campaigns).
Support for all major ad networks and easy API access also get positive notes. Many users appreciate the built-in fraud detection (Protect360); one notes AppsFlyer’s fraud metrics as “great and accurate” for pausing bad affiliates.
The interface is generally considered clean and feature-rich, though new users may need time to master it. Capterra reviewers describe AppsFlyer as “intuitive and comprehensive” and easy to set up.
- Drawbacks: Price and occasional quirks. SMB reviewers frequently say AppsFlyer is expensive.
One G2 reviewer (SMB) says “costs are not very competitive…but the quality still makes it worth it”.
Another notes that some clients have switched away “because of the price”. The platform’s wealth of features means there is a learning curve and configuration effort for agencies.
A few users mention data discrepancies (e.g. small mismatches with other tools) requiring manual checks, and some desire more advanced in-platform reporting (e.g. custom dashboards beyond what’s available).
Notably, a few very negative reviews on G2/Trustpilot claim billing and attribution issues; while these seem more extreme, they underscore that support responsiveness can vary and complex integrations can sometimes stumble (e.g. one recent Trustpilot review complained about lost Apple Search Ads attributions and billing disputes).
Overall, however, most SMB agencies find AppsFlyer’s accuracy and comprehensive partner network invaluable despite the cost.
You might be interested: Integrating AppsFlyer for Campaign Optimization
4. Pros & Cons
SensorTower Pros and Cons
- Pros:
- Extensive App Store Data: Downloads, revenue, engagement, keyword rankings, reviews – all markets, countries and categories.
- ASO Tools: Keyword tracker, store listing optimization recommendations, and Apple Search Ads impact analysis.
- Competitive & Ad Intelligence: View any app’s historical performance, identify top competitors, see which ad networks and creatives they use (spend estimates, creatives, share-of-voice).
- User-Friendly Dashboard: Many users note the interface is “easy to use” and dashboards can be customized and saved.
- Lead Generation & Market Research: Helps agencies find potential app partners or M&A targets via its data and filters.
- Cons:
- High Cost: SensorTower requires enterprise-level budgets. Multiple reviews warn it’s “very expensive” and aimed at large publishers. Not ideal for most SMB clients.
- Steep Learning Curve: The depth of data can be overwhelming. Some users find certain features (like creative analytics) confusing or limited (e.g. “Creative Intelligence dashboard is complex”).
- No Attribution or Anti-Fraud: Lacks any native ad attribution or fraud prevention; it cannot track your own campaigns’ ROI or block invalid installs.
- Data Limitations: A few users report occasional inaccuracies (e.g. missing creative data, or limited historic depth) and limited regional coverage (e.g. fewer APAC markets).
AppsFlyer Pros and Cons
- Pros:
- Accurate Attribution: Industry-leading multi-touch attribution and SKAdNetwork support, giving agencies precise install/ROI data across channels. Especially powerful for agencies running paid campaigns.
- Rich Analytics & Dashboards: Real-time data on installs, events, revenue by source; customizable reports and cohorts. Clean UI (users call it intuitive) and broad analytics (cohort LTV, retargeting results, deep linking metrics).
- Deep Linking: Strong support for deferred/one-link deep links, enabling seamless app install and re-engagement flows from web or ads.
- Fraud Protection: Built-in Protect360 fraud analytics helps agencies identify and block suspicious activity, improving campaign ROI.
- Integrations: Vast ecosystem (11,000+ partners) means virtually all ad networks, DSPs, analytics and BI tools are natively supported. Single-click integrations simplify campaign setup.
- Flexible Plans: Free and pay-as-you-go plans let small apps start with low spend and add features (e.g. initial 12K free eventsappsflyer.com). Good API and webhooks allow agencies to pipe data into their own dashboards.
- Cons:
- Pricing: Even with a free tier, costs can escalate once campaigns grow. Several reviews note “AppsFlyer can be expensive” for SMBs. Custom enterprise pricing can be a barrier.
- Complex Setup: Initial integration for all apps and events can require technical work. Non-technical users may need help to configure SDKs and events tracking properly.
- Data Discrepancies: Some users observe small mismatches between AppsFlyer and other analytics tools, requiring manual reconciliation. One review reported a shocking example of erroneous installs (though this seems unusual).
- Support Issues: While many praise their account managers, others have complained about slow or unhelpful support in urgent situations. (Reviewers on G2/Capterra have mixed feedback on support responsiveness.)
- Learning Curve for Advanced Features: Mastering features like Custom Dashboards or advanced attribution settings may take time. Some desire more in-app reporting flexibility.
Summary
For an SMB-focused agency, the choice depends on needs.
SensorTower excels in market/competitive insights and ASO — ideal for agencies that want to research app markets, optimize store presence, and strategize creative/ad spend based on competitors.
However, its cost and lack of conversion tracking mean it’s rarely used as a primary attribution tool.
AppsFlyer, by contrast, is purpose-built to measure and optimize marketing campaigns (especially paid UA). It gives agencies precise ROI data and fraud defenses, but at the price of a steeper onboarding and potentially higher spend.
Many app store optimization agencies may end up using both: SensorTower for market/ASO research and AppsFlyer for campaign tracking.
This is where partnering with the right mobile app marketing agency makes all the difference.
Agencies with deep experience in both platforms, understanding when and how to leverage their strengths, can help SMBs maximize ROI without unnecessary spend.
For mobile app developers and brands looking to grow in Canada, Strataigize Marketing stands out as a strategic ASO partner.
With a proven track record in ASO, paid UA, and analytics-driven optimization, they help clients harness the full value of tools like SensorTower and AppsFlyer, without the overhead.