Adjust vs Plausible 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.

Plausible is a lightweight, privacy-first web analytics service built as a direct alternative to Google Analytics. The tracking script is under 1 KB, no cookies are set, and no personal data is stored, so most sites can use it without a consent banner under GDPR, PECR and CCPA.

The dashboard fits on a single page: visitors, pageviews, bounce rate, visit duration, top sources, top pages, countries, devices, plus goals, funnels and custom properties on the Business plan. Google Search Console integration pulls in search terms. Everything is also available through a stats API.

Plausible is open source (AGPL) and can be self-hosted for free as the Community Edition; the hosted service runs on EU infrastructure and is operated by a bootstrapped company in Estonia.

Plausible is developed by a small, fully remote team and is funded entirely by subscriptions, with its revenue and plans discussed openly. For site owners in Turkey, the absence of cookies simplifies KVKK cookie consent in most setups, although legal teams should still review the configuration. Agencies can manage many client sites from one account and share read-only dashboards through links, which keeps client reporting simple.