Adjust vs Similarweb

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.

Similarweb is a digital market intelligence platform founded in Tel Aviv in 2007 by Or Offer and listed on the New York Stock Exchange since 2021. It estimates traffic, engagement, audience and marketing channels for almost any website or app by combining panel data, public data and direct measurement from connected sites. The core job: see how competitors and markets perform online without their analytics.

The platform is sold in suites. Competitive Intelligence covers website traffic, engagement, demographics, traffic sources and benchmarking. The SEO suite adds keyword research, keyword gaps, rank tracking, backlinks and site audits, while AEO tools track brand visibility and citations in AI assistants. Ads intelligence covers paid search, display and social creatives. Self-serve plans are for one user and start at $129 a month for AEO alone or $199 for Competitive Intelligence; Business packages add longer history, country filters, API access and AI Studio.

Similarweb fits marketers, analysts, investors and agencies who need market share and competitor traffic numbers, not just SEO rankings. Its estimates are modelled, so small sites can be inaccurate, and the full value sits in expensive custom contracts. Semrush and Ahrefs are stronger and cheaper for day-to-day SEO, while SE Ranking suits agencies on a budget.

In September 2025 Similarweb launched an MCP server that lets AI tools such as Claude, Cursor and n8n query its traffic, keyword and app data directly. Before buying, use the 7-day free trial to check estimates against a site whose real analytics you know.