Salesforce Ventures joins AppsFlyer’s $210M series D round for Africa growth


Salesforce Ventures, a venture firm of Salesforce has joined AppsFlyer‘s roster of investors in a late-stage extension of its $210 million series D round led by General Atlantic earlier this year, this new funding will help the firm to bring market-leading technology to Africa.

AppsFlyer, the mobile marketing analytics firm, will use the funding to double its team focused on the African market in 2021.

“We’re incredibly excited to deepen our integration with Salesforce and Salesforce Ventures, as we take another step towards ensuring that marketers, app developers, and the entire ecosystem is armed with the best marketing tech stack for the challenges of tomorrow,” said Oren Kaniel, CEO and Co-Founder, AppsFlyer. 

AppsFlyer has secured more than $300 million in funding since 2011, and has seen tremendous growth since its $210 million series D round, announced earlier this year. The company has recently reached 1,000 employees globally, and now exceeds $200 million in annual recurring revenue (ARR). The company also plans to increase its global headcount significantly in 2021 to support the growing needs of its customers.  

“AppsFlyer has been the driving force in mobile marketing attribution and has demonstrated true, long-term commitment to represent the app developers within the ecosystem,” said Nowi Kallen, Principal at Salesforce Ventures. “Through a customer centric approach, 8,000-partner strong marketplace and privacy by design, AppsFlyer’s innovative technology enables marketers to delight their end-users with a great user experience, while protecting their privacy.” 

Existing investors include General Atlantic, Goldman Sachs Growth Equity, DTCP (Deutsche Telekom Capital Partners), Qumra Capital, Pitango Venture Capital, Magma Venture Partners, and Eight Roads Ventures. 

AppsFlyer has also partnered with Vodacom, Jiji, Ayoba and other African companies,including holistic attribution, marketing analytics, fraud protection, incrementality measurement, and customer experiences and engagement tools, while connecting app developers to more than 8,000 partners via its marketplace. 

AppsFlyer works with thousands of customers, including leading brands such as Macy’s, Minecraft, Nike, NBC Universal, Tencent, US Bank, Wayfair, and StitchFix. AppsFlyer’s marketplace of over 8,000 partners includes Facebook, Google, Apple Search Ads, Twitter, TikTok Ads, Pinterest, Snap, Salesforce, Adobe, and Oracle. AppsFlyer was recently named to the Forbes 2020 Cloud 100 list for the 2nd year in a row.

“We are excited by the growing opportunity in Africa and the prospects for its burgeoning mobile economy, which is why we’re expanding our presence within the region” said Daniel Junowicz, Managing Director of LATAM and Africa, AppsFlyer. “With the number of mobile users in Sub-Saharan Africa continuing to grow, it’s more important than ever that mobile marketers take a data-driven approach to attracting loyal and engaged customers.”

Globally, the AppsFlyer platform is rapidly becoming a core component in the most advanced marketing tech stacks. Some of its groundbreaking solutions include innovative, privacy-centric attribution solutions for iOS 14, in a post-IDFA world; App Clips analytics; a zero budget marketing plan for app developers; enabling the web campaign-to-app opportunity; and two brand new products: Xpend – a cost aggregation solution that extracts cost data from any source, and accurately calculates ROI across the entire marketing journey, and Incrementality – which helps brands test and prove incremental lift of their marketing campaigns.