AppsFlyer has launched Web Performance Measurement, extending its mobile attribution platform to the web for the first time and giving marketers in Southeast Asia a unified view of performance across channels from a single system.

The move targets a measurement gap specific to the region. Southeast Asia’s internet economy reached US$272 billion in 2025, but 85% of consumers in the region switch apps during the purchase journey. Most marketing teams have historically relied on separate tools for web and mobile, leaving a significant portion of conversion drivers unmeasured.

One Measurement System Across Web and Mobile

Web Performance Measurement connects web activity with mobile installs and in-app behaviour in a single flow, giving teams full-funnel visibility rather than fragmented channel views. Key capabilities include:

• Web attribution with mobile-grade measurement: A consistent methodology applied across channels, closing the gap between web and app performance data.
• Unified reporting across ad networks: Reduces blind spots between platforms and improves visibility across walled gardens.
• Cross-platform creative insights: Helps teams understand which messaging resonates across both web and mobile environments.
• Full-funnel ROAS visibility: Links web and mobile journeys to show the complete customer path from first click to final purchase.

Why This Matters for Southeast Asia

The fragmented nature of shopping behaviour in Southeast Asia makes cross-channel attribution more commercially significant here than in markets with more linear consumer journeys. For brands operating across e-commerce platforms, social commerce and branded apps simultaneously, the inability to connect web touchpoints with mobile conversions creates persistent gaps in return-on-ad-spend calculations and media allocation decisions.

AppsFlyer positions the capability as part of a broader move toward what it describes as a Modern Marketing Cloud, a consolidated measurement infrastructure that treats web and mobile as a single, unified environment rather than parallel stacks.