Adjust vs Optmyzr

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.

Optmyzr is a PPC management and optimization platform co-founded in 2013 by Frederick Vallaeys, one of Google's early AdWords team members. It helps agencies and in-house search marketers manage Google Ads, Microsoft Advertising and Amazon Ads accounts more efficiently by combining one-click optimizations, automation and reporting in one tool.

The platform suggests and applies optimizations such as bid adjustments, negative keywords from search term analysis, ad text tests and budget changes, always with a human review step. A rule engine lets users write their own if-then automations, and Optmyzr also offers ready-made Google Ads scripts. Budget pacing alerts warn when campaigns overspend or underspend against monthly targets, account audits check hundreds of best practices, and the PPC Investigator explains why key metrics changed between periods. Automated, white-labeled reports and dashboards serve agency clients. Pricing is based on monthly ad spend under management, with Essentials and Premium tiers priced by spend (from $299 a month, or $209 billed annually) and a quoted Enterprise plan.

Optmyzr fits agencies managing many accounts and in-house teams with substantial search budgets, where saved hours easily justify the fee. Small advertisers with modest monthly spend usually get enough from native Google Ads recommendations and automated rules. Adalysis is the closest competitor for ad testing and audits, Swydo and AgencyAnalytics focus more on client reporting, and Skai or Marin Software serve enterprise multi-channel advertisers with larger budgets.