Adjust vs Ruler 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.

Ruler Analytics is a marketing attribution platform built in Liverpool, UK. It started around 2012 inside Epic New Media, an SEO and PPC agency run by Ian Leadbetter and Daniel Reilly. Ruler was later spun out as its own company with backing from the North West Fund. Its core job is to tie every form fill, call or chat to the visit and campaign that created it, then match the revenue that closes later in the CRM back to that source.

A first-party tracking tag stores each visitor's touchpoints, dynamic number insertion handles call tracking, and form and chat capture fill in the rest. Ruler pulls deal values from the CRM and pushes offline conversions and revenue back to ad platforms so smart bidding optimises for sales instead of leads. Pricing is set by monthly website visits: Small starts at $400 a month, Medium adds advanced segmentation plus data-driven and impression attribution, and Advanced adds marketing mix modelling and an AI analyst agent. Every plan includes a customer success manager and onboarding; there is no free plan.

Ruler fits businesses where the sale happens offline or weeks later: B2B services, legal, finance and automotive. It is expensive for small sites, and Shopify-first brands get more from ecommerce tools. Hyros targets high-ticket info products and call funnels, while Northbeam and Rockerbox focus on ecommerce and media mix.

Buying tip: because tiers scale with traffic rather than leads, content-heavy sites with few conversions pay more per lead. Ask about the 10% annual discount and agency partner rates.