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Mobile Development · head to head

AppsFlyer vs Fastlane

AppsFlyer logo

AppsFlyer

Mobile Development

Mobile attribution and marketing analytics measuring which campaigns produced which installs

From
On request
Rated
-
Full reviewWebsite
Fastlane logo

Fastlane

Mobile Development

Open-source automation for building, testing, and releasing iOS and Android apps.

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Fastlane has a free tier, so it costs nothing to try first.
  • Each has a real cost: AppsFlyer pricing is per attributed conversion on an annual commitment, so a successful quarter raises the measurement bill in step with media spend and overage rates above the commitment are usually punitive.; Fastlane requires command-line and Ruby familiarity to configure and maintain Fastfiles.
  • They diverge on capability: AppsFlyer covers Multi touch install attribution, Fastlane covers Screenshot automation.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which AppsFlyer and Fastlane actually diverge.

Attributes where AppsFlyer and Fastlane differ
AttributeAppsFlyerFastlane
Starting priceOn requestFree
Pricing modelPer attributed conversionopen-source
Free tierNoYes
PlatformsiOS, Android, Webios, android

Identical on both: user rating (Not yet rated), category (Mobile Development).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in AppsFlyer

  • Multi touch install attribution
  • SKAdNetwork and iOS aggregation
  • Deep linking
  • Fraud protection
  • Raw data export
  • Incrementality testing

Only in Fastlane

  • Screenshot automation
  • Beta distribution
  • App store publishing
  • Code signing management
  • CI/CD integration
  • Plugin ecosystem

What people use each for

The jobs each tool is most often brought in to do.

AppsFlyer

  • An app spending meaningfully on paid acquisition across several networks that need reconciling against one source of truthnot Fastlane
  • Publishers who suspect they are paying for fraudulent installs and want them rejected before billingnot Fastlane
  • Teams that must move event level marketing data into a warehouse for their own modellingnot Fastlane
  • Apps running deferred deep links from web, email and social into specific in app contentnot Fastlane

Fastlane

  • Automating iOS and Android release pipelinesnot AppsFlyer
  • Generating localized app store screenshotsnot AppsFlyer
  • Distributing beta builds to testersnot AppsFlyer
  • Managing code signing across a teamnot AppsFlyer
  • Integrating mobile releases into CI/CDnot AppsFlyer

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

AppsFlyer

  • Pricing is per attributed conversion on an annual commitment, so a successful quarter raises the measurement bill in step with media spend and overage rates above the commitment are usually punitive.
  • iOS attribution lost genuine capability when App Tracking Transparency arrived, and a good deal of what the interface now shows is modelled rather than observed, which the reports do not always make obvious.
  • The headline price covers attribution only; deep linking, fraud protection, audiences and raw data export are separate modules, so the quoted figure and the invoice differ substantially.
  • Self attributing networks such as Meta and Google report their own numbers, and reconciling those against AppsFlyer is ongoing work that no vendor eliminates.
  • Historic attribution data does not transfer between measurement partners, so switching vendors resets year on year comparisons and effectively locks in the incumbent after a couple of years.

Fastlane

  • Requires command-line and Ruby familiarity to configure and maintain Fastfiles.
  • No hosted UI or dashboard; it is a local/CI toolkit rather than a managed service.
  • Community-maintained plugins vary in quality and maintenance status.
  • No built-in analytics or crash reporting; it must be paired with other tools for those needs.

Pricing, plan by plan

AppsFlyer

On request
  • AppsFlyer$undefined/year
    • Annual commitment purchasing a volume of attributed conversions, with overage charged above it
    • Deep linking, fraud protection, audiences and raw data export are priced as separate modules

Fastlane

Free

No published plan breakdown. See the Fastlane review.

Which should you pick?

Choose AppsFlyer if

  • You need multi touch install attribution.
  • You work on iOS, Android, Web.
  • You also want skadnetwork and ios aggregation.
AppsFlyer review

Choose Fastlane if

  • You need screenshot automation.
  • You want to start without paying.
  • You work on ios, android.
  • You also want beta distribution.
Fastlane review

Questions people ask

Is AppsFlyer or Fastlane better?
Neither clearly leads. AppsFlyer starts at On request and Fastlane at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, AppsFlyer or Fastlane?
Fastlane has a free tier; the other does not. Paid plans start at On request for AppsFlyer and Free for Fastlane.
Does AppsFlyer or Fastlane run on more platforms?
AppsFlyer runs on iOS, Android, Web. Fastlane runs on ios, android.
Can I use Fastlane for free?
Yes. Fastlane has a free tier, so you can try it without paying. AppsFlyer starts at On request.
What is AppsFlyer best used for?
AppsFlyer is most often used for an app spending meaningfully on paid acquisition across several networks that need reconciling against one source of truth, publishers who suspect they are paying for fraudulent installs and want them rejected before billing, teams that must move event level marketing data into a warehouse for their own modelling, apps running deferred deep links from web, email and social into specific in app content. Of those, an app spending meaningfully on paid acquisition across several networks that need reconciling against one source of truth and publishers who suspect they are paying for fraudulent installs and want them rejected before billing are not what Fastlane is typically brought in for.
What can AppsFlyer do that Fastlane cannot?
AppsFlyer covers Multi touch install attribution, SKAdNetwork and iOS aggregation, Deep linking, Fraud protection. Fastlane covers Screenshot automation, Beta distribution, App store publishing, Code signing management.

Answered from the vendors’ own pages

AppsFlyer: How is it priced?

Per attributed conversion against an annual commitment, plus separate fees for the additional modules. Negotiate the commitment carefully.

Fastlane: Is fastlane a free tool, and what is the licensing model?

Fastlane is open source and free to use. It is an open source platform aimed at simplifying Android and iOS deployment with contributions from over 700 community members.

Source
AppsFlyer: Did App Tracking Transparency break attribution?

It removed deterministic device level attribution for users who decline tracking. What remains on iOS is aggregated and delayed, and vendors fill the gap with modelling.

Fastlane: Does fastlane charge for support or commercial use?

The fastlane website does not mention pricing for support, training, or commercial services. Users are directed to documentation for getting started rather than a purchasing process.

Source
AppsFlyer: Can we take our data if we leave?

You can export raw data while under contract. Attribution history itself does not migrate to another vendor.

Fastlane: Can fastlane be used in commercial projects?

Yes, fastlane is an open source project. Commercial use is not addressed as a limitation on the website.

Source
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