 The platform's funnels measure customized consumer conversions and trending metrics, while the portfolio analytics feature allows companies to manage entire portfolios of mobile applications with the ability to monitor data about overlap among applications as well as up-sell and cross-sell conversions.Flurry utilizes data-sets gathered from its base of 1.3 billion monthly active devices to help brands and app marketers segment and reach their desired audience in apps.Flurry for Advertisers uses information about app behavior and preferences to segment consumers into behavioral categories, called Personas, that advertisers can then reach with relevant messages about other apps or brand advertisements.