Adjust vs Fathom Analytics

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.

Fathom Analytics is a privacy-focused website analytics service founded in Canada by Jack Ellis and Paul Jarvis and run as a bootstrapped company. It is designed as a simpler alternative to Google Analytics: one dashboard shows visitors, pageviews, top pages, referrers, countries, devices and campaigns, without cookies or personal data, so most sites can use it without a consent banner.

Fathom tracks events and goals, UTM campaigns and filters, sends email reports and connects to Google Search Console. Data from EU visitors is processed on EU-isolated infrastructure, and the company has published legal reviews of its approach to GDPR and similar laws. Every plan includes at least 50 sites, with extra packs of 50 sites available, and pricing rises with monthly pageviews, starting at 15 dollars for up to 100,000. There is a 7-day trial rather than a permanent free plan.

Fathom fits agencies and businesses that run many websites and want compliant, low-maintenance analytics that clients can read at a glance. It does not offer funnels, retention or user-level product analytics, and its segmentation is lighter than larger tools. Plausible is the closest competitor, with an open-source code base and funnels; Simple Analytics is a Dutch alternative with a strict privacy stance; PostHog or Mixpanel are better choices when you need product analytics rather than website traffic reporting.