Mobile ad measurement platform AppsFlyer has raised $20m (£13m) in a round of Series B funding, led by Fidelity Growth Partners Europe (FGPE) and existing investors Magma Venture Partners and Pitango Venture Capital.

AppsFlyers NativeTrack technology enables app marketers, brands and agencies to measure campaigns across more than 800 mobile ad networks and media sources. Its universal SDK has been installed over 4bn times and according to the company, exists on 90 per cent of all smartphone devices.

The funds from the latest round of investment will be used to accelerate development of its product offerings, including a new series of tools to help marketers measure the impact of their campaigns.

The company also plans on opening new offices around the world to complement existing offices in San Francisco, Tel Aviv and Beijing, and invest in a knowledge centre to provide insight and education to the industry. As part of the financing round, FGPEs Gaurav Tuli will join AppFlyers board of directors.

“Our mission is to empower advertisers with unbiased information and to give them the marketing toolbox they need to conduct smarter, more effective mobile marketing,” said Oren Kaniel, CEO and co-founder of AppsFlyer. “We have experienced tremendous growth since our launch in 2011, and we are thrilled with this investment from Fidelity because it will allow us to maintain our platform neutrality and to further develop the mobile advertising SaaS platform the industry is waiting for.”