I've dealt with them on a few client projects over the years, and the pattern is pretty consistent. They invest heavily in aggressive marketing tactics, but the actual product reliability? Not great. I've pulled their SDK apart in GTM debug mode more times than I care to count, and the data quality issues are real - attribution windows that shift without notice, last-touch bias that doesn't align with what you see in GA4, and the API responses that change between SDK versions without documentation.
The fake review stuff doesn't surprise me. When you're a company that relies on attribution lock-in and opaque reporting, you're incentivised to protect that narrative at all costs. I'd recommend anyone evaluating them run a Screaming Frog crawl on their own review pages and look for duplicate user-agent strings or identical phrasing across profiles - that's how I caught a similar stunt from a different vendor last year.
- Check the review dates - if you see a cluster of glowing 5-stars all posted within a 48-hour window, that's a red flag.
- Cross-reference the review authors' other activity - if their only reviews are for AppsFlyer or direct competitors, something's off.
- Use a tool like Ahrefs to scan for backlinks from those review sites back to the vendor's own landing pages - often they'll seed links to boost their own SEO.
They've been pulling these moves for a while. It's a shame because the underlying measurement tech could be decent if they didn't spend so much energy gaming the system instead of fixing the data pipeline.
