Adjust vs Metricool

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.

Metricool is a social media management and analytics tool from a company founded in Spain, widely used by agencies, freelancers and brands, especially in Spanish-speaking markets. It brings content planning, publishing, analytics and reporting for organic social and paid ads into one dashboard, with pricing based on the number of brands rather than seats.

The planner schedules posts to Instagram, Facebook, TikTok, LinkedIn, X, Pinterest, YouTube, Threads, Bluesky and Google Business Profile, with a visual calendar, best-time suggestions, hashtag tools and an AI assistant for copy. Analytics cover each network plus Meta Ads, Google Ads and TikTok Ads, and competitor tracking benchmarks rival accounts. Automated, white-label reports go to clients on schedule, and a link-in-bio page and a Looker Studio connector extend reporting. A free plan manages one brand with limited features; paid plans add more brands, longer history and advanced reports.

Metricool fits agencies and freelancers managing several small to mid-size brands who need social and ads reporting in one place at a modest price. The interface is dense, the social inbox is limited compared with dedicated engagement tools, and some network features depend on API restrictions. Hootsuite and Sprout Social suit larger teams needing listening, care and approvals; Buffer is simpler and cheaper for publishing alone; Agorapulse is strong on inbox and reporting for agencies.