• by Tyler Loechner  @mp_tyler, January 20, 2015

Mobile attribution analytics company AppsFlyer on Tuesday announced it has raised $20 million in a Series B round of funding led by Fidelity Growth Partners Europe. AppsFlyer’s existing investors, including Magma Venture Partners and Pitango Venture Capital, also participated.

AppsFlyer has now raised a total of $28 million.

The company plans to use the funding in R&D and for international expansion; it currently has offices in San Francisco, Tel Aviv and Beijing.

AppsFlyer also has its eyes set on setting standards for mobile ad measurement and attribution.

"Today mobile attribution is fragmented and standards really don't exist yet,” Oren Kaniel, CEO and co-founder of AppsFlyer, said to Real-Time Daily. “But we believe that a clear set of standards must emerge if the mobile advertising industry is going to fulfill its potential.”

Kaniel stressed that he believes standards must be transparent, accurate and real-time, all while using “clear methodology.”

“Since ad networks often charge based on the actions the users they drive are doing within the app, it is important that the attribution be accurate, unbiased and independent,” asserted Kaniel.

Fidelity Growth Partners Europe’s Gaurav Tuli will join AppsFlyer’s board of directors as part of the round, per a release.