Adjust vs Countly

Adjust is a mobile measurement partner (MMP) founded in Berlin in 2012 and acquired by AppLovin in 2021 in a deal valued at about $1 billion. It tells app marketers which ad networks, campaigns and creatives drove installs, in-app events and revenue, so budget can move to the channels that actually pay back. Its SDK runs inside iOS, Android and Unity apps.

The platform covers attribution and deep linking, Datascape dashboards and cohort reporting, a Fraud Prevention Suite that blocks click spam and fake installs, and support for Apple's SKAdNetwork and AdAttributionKit privacy frameworks. Add-on modules include InSight for incrementality testing with synthetic control groups, Audience Builder, CTV AdVision for connected-TV campaigns and SpendWorks for ad-spend mapping. The free Base plan covers up to 1,500 attributions per month; Core and Enterprise are custom-priced annual contracts.

Adjust suits app publishers, games studios and fintech or ecommerce apps with real paid user-acquisition budgets. AppsFlyer is its biggest rival with a larger partner ecosystem, while Singular leans harder into cost aggregation. Northbeam and Rockerbox, also in our catalog, solve web and DTC attribution rather than app installs, so they are not like-for-like replacements.

In May 2025 Adjust launched Growth Copilot in beta, an AI assistant that answers reporting questions in plain language and, with Pulse, can publish scheduled AI reports. When negotiating, ask for fraud prevention to be bundled, since it is often quoted as a separate add-on.

Countly is a privacy-first product analytics and customer engagement platform with roots in Turkey and an international customer base. It tracks how people use web, mobile, desktop and connected-device applications, and its defining trait is deployment choice: companies can self-host it so that all analytics data stays in their own infrastructure.

The analytics core covers events, sessions, funnels, retention, cohorts, user flows and detailed user profiles. Around it Countly adds crash and error reporting, performance monitoring, remote configuration, push notifications, in-app surveys and ratings, A/B testing and journeys for engaging users. SDKs cover iOS, Android, React Native, Flutter, web and other platforms, and broad mobile SDK support is a strength. The Lite edition (formerly Community Edition) can be self-hosted for free for non-commercial use with core analytics; Flex is a managed cloud from $175 per month with a 14-day trial; Enterprise unlocks the full feature set on-premise or in a private cloud with support and SLAs.

Countly suits banks, telecoms, healthcare providers, public institutions and other regulated organizations, including those in Turkey subject to KVKK, that need product analytics without sending user data to a third-party cloud. Self-hosting requires operational effort, and the interface is less polished than cloud-native leaders. PostHog is the closest modern open-source alternative with session replay and feature flags, while Mixpanel and Amplitude are cloud-only products with deeper analysis but less control over data location.