Adjust vs Madgicx

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.

Madgicx is an advertising optimization platform focused on Meta ads, used mainly by e-commerce brands and the agencies that run their Facebook and Instagram campaigns. It sits on top of the Meta ad account and adds analytics, automation and AI creative tools that Meta Ads Manager does not offer in one place.

Creative Insights breaks down which images, videos, hooks and copy drive results; the Audience Launcher builds and launches tested audience sets; automation tactics and custom rules pause, scale or adjust ad sets based on performance; and AI tools generate ad copy and creative variations. One-click reports and cross-channel dashboards bring data from other ad platforms and the store into a fuller picture. Pricing is subscription-based and scales with monthly ad spend, with a trial available.

Madgicx fits brands spending meaningful budgets on Meta that want faster analysis and less manual campaign management. Automations need human oversight, value depends on account size and data volume, and the platform is much less useful for search-first advertisers. Bïrch (formerly Revealbot) focuses on rules-based automation across ad platforms, Triple Whale emphasizes attribution and profit analytics, and Motion concentrates on creative reporting for performance teams.