Adjust vs Equals
Adjust and Equals are both analytics tools. Adjust is aimed at enterprise and developers, while Equals is aimed at small businesses and developers. Only Adjust has a free plan.
Adjust
Mobile measurement partner for app attribution and fraud prevention
Equals
Spreadsheet connected to your database and Stripe
| Pricing | Freemium | Paid · $2000 |
| Starting price | Not published | $2000/mo |
| Free plan | Yes | No |
| Free trial | — | — |
| Built for | Enterprise, Developers, Small businesses | Small businesses, Developers |
| Platforms | web | web |
| Country | DE · 2012 | US · 2021 |
| Rating | — | — |
Choose Adjust if
Mobile app and game publishers spending meaningfully on paid user acquisition who need trustworthy attribution, fraud protection and iOS privacy measurement.
- Mature, widely integrated SDK used by large app publishers
- Free Base tier lets small developers start without a contract
- Strong fraud prevention and privacy-framework support
Look elsewhere if: Web-first DTC brands or apps with little paid marketing (Northbeam, Rockerbox, Google Analytics).
Choose Equals if
Startup finance and ops teams.
- Live data
- Versioning
- Finance-friendly
Look elsewhere if: Casual users.
Adjust vs Equals pricing
Adjust
- Base$0Up to 1,500 attributions per month; for small developers
- CoreCustomUp to 250,000 attributions per year; annual contract
- EnterpriseCustomOver 250,000 attributions per year; add-ons priced separately
Equals
- Essential$24k/yearUnlimited seats, 3 connectors, 6-hr sync
- Business$36k/year5 connectors or warehouse, 1-hr sync, writeback
- Enterprise$60k/yearUnlimited connectors, 15-min sync, Enterprise SSO
Adjust · Key features
- Install and in-app event attribution across thousands of ad partners
- SKAdNetwork and AdAttributionKit measurement for privacy-restricted iOS traffic
- Fraud Prevention Suite against click spam, SDK spoofing and fake installs
- Datascape dashboards with cohort, retention and ROAS reporting
- InSight incrementality testing using synthetic control groups
- Deep linking for retargeting and user re-engagement campaigns
Cons
- Core and Enterprise pricing is unpublished and contract-based
- Useful add-ons like fraud prevention and InSight cost extra
- Ownership by AppLovin raises neutrality questions for some buyers
Equals · Key features
- Live SQL queries in sheets
- SaaS integrations
- Versioning
- Scheduled reports
- Dashboards
- Familiar spreadsheet
Cons
- High annual contract prices
- Smaller ecosystem
- Requires SQL for best use
Adjust vs Equals: FAQ
Do Adjust and Equals have a free plan?
Adjust has a free plan. Equals has no free plan.