Adjust vs MobileAction

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.

MobileAction is an app marketing intelligence platform founded in 2013 in San Francisco by a team of Turkish entrepreneurs led by CEO Aykut Karaalioğlu. It helps app publishers grow installs through App Store Optimization (ASO) and Apple Ads, formerly Apple Search Ads. In May 2026 InMobi acquired the company; MobileAction keeps operating independently, and its teams in the US, Europe and Turkey joined the InMobi Group.

ASO Intelligence tracks keyword rankings, competitor metadata, reviews and custom product pages on the App Store and Google Play, with AI review replies and a keyword translator on higher tiers. MobileAction CMP manages Apple Ads with AI smart bidding, automation templates and MMP integrations, and Ad Intelligence covers creatives across 45+ ad networks. ASO plans cost $15, $69 and $239 per month, about 17% less billed yearly, with a 7-day trial; CMP is free up to $10,000 of monthly Apple Ads spend, and Enterprise is quoted.

It fits app marketers, growth teams and agencies spending seriously on Apple Ads, where bid automation and keyword data pay back quickly. Sensor Tower offers broader download and revenue estimates, AppTweak is a close ASO rival, and web SEO suites like Semrush or Ahrefs do not cover app stores. Lower ASO tiers have tight keyword and app limits, so portfolios outgrow them fast.

MobileAction now offers an AI assistant for plain-language analysis and an MCP server that connects its data to Claude, ChatGPT and Gemini. Tip: if you only need Apple Ads automation under $10,000 a month, start with free CMP.