Attribution · Published 2026-03-31 · 4 min read
Appstack: a new MMP on the market
The appearance of a new MMP is an extremely rare event. A new player has arrived: Appstack. Founder Lucas Moscon writes that they have already raised $2M from industry investors.
Let us work out what is going on.
Introduction. I keep finding Appstack tracking links in the Meta ads library more and more often.
Among their clients
- Pushscroll Screen Time Control (#169 top grossing, India).
- Deepstash (#73 Education top grossing, UK).
The apps have an MRR of around $100k.
To understand the product I had a call with Lucas, the founder. Appstack is still a startup, so the founder runs the demos and answers questions himself — which is great. Lucas allowed me to take a screenshot of the dashboard. Below is a short summary.
Appstack on itself
- Enhanced App Campaign
The term is Lucas's own. In essence it is
- classic Web2App without a pre-landing page,
- with a Tracking Template in Google Ads,
- and a direct tracking link in Meta.
The key claim: their own probabilistic model with a successful attribution rate of 90–94%.
- Security
- no device-level data leaves the platform,
- nothing leaks to the ad networks.
The focus is on a privacy-first approach.
- Web2App Google Ads
Appstack passed Google's certification, and Google Ads accepts their tracking links.
- Qualified Trial
An analogue of Apphud's Active Trial: if the trial has not been cancelled within two hours, a qualified trial event is sent to the ad network. There are elements of revenue analytics through the RevenueCat integration. Appstack checks the transaction status with Apple itself.
- Transparency
From Lucas's demo I liked that Appstack shows internal events down to every single click in the dashboard. The only other MMP I have seen with that feature is Tenjin. It is very convenient when troubleshooting conversion sending. AppsFlyer, by contrast, is moving towards maximum opacity.
- Supported ad networks
- Meta
- Google Ads
- TikTok
- Apple
- SDK
- Swift
- Kotlin
- React Native
- Flutter
- Unity — not yet, but it is on the roadmap.
- Price
- The first 10k installs are free.
- After that, $299 a month.
- Plus $0.05 per paid install.
My comment
- The most interesting part is the Enhanced App Campaign.
The technology itself is not new. These are the ordinary Meta Web and Google Web partner campaigns you find in Adjust and AppsFlyer. But I like the positioning — highlighting what makes these web campaigns distinctive. My own channel has web2app in its name, so the urge to put the accent on web campaigns is something I understand.
If they really have pushed attribution to 90–94%, that is very strong.
Right now
- AppsFlyer and Adjust give around 70% on Web2App without a pre-landing page,
- and around 30% is lost.
The question is why those 30% cannot be recovered if we have gclid, gbraid and fbclid.
Possibly it comes down to the false-positive sensitivity settings of the probabilistic models inside the popular MMPs. If so, that really is something you could experiment with to get a higher match rate.
- Price
They have transparent pricing plus a free tier, so Appstack immediately joins the ranks of self-serve MMPs:
- AppsFlyer: $0.07 per install.
- Appstack: $0.05 per install plus $299 a month.
- Tenjin: $0.04 per install.
So Appstack sits in the middle of the market.
For comparison, AppsFlyer has
- a pile of partners,
- s2s and raw data export,
- and covers more than Web2App,
so AppsFlyer being more expensive is expected.
Tenjin has
- a convenient dashboard,
- plenty of extra features, for example for hybrid monetisation, which matters a great deal in gamedev (impression revenue),
- free installs,
- and one drawback: no Web2App.
It still is not entirely clear why Tenjin should be cheaper.
Adjust is not a self-serve platform, so it cannot be compared.
Verdict on price
Honestly, I would have expected
- $0.03–0.04 per install,
- with no fixed $299.
Summary. It is too early to draw conclusions without tests.
But
- the founder understands the industry deeply,
- the product hits real pain points: low event deliverability and quality trial events (I wrote about that problem in the previous post),
- and Web2App is the key trend right now.
A new player in such a conservative market is always a plus.
Let us see whether they can really squeeze out that 90%+ attribution.