Adjust vs Singular

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.

Singular is a marketing analytics and attribution platform based in San Francisco. It was founded in 2014 by three former executives of the Tel Aviv startup Onavo and raised a $30 million Series B in 2018; its investors include Norwest Venture Partners and General Catalyst. Its core job is to tell app and game marketers which campaigns actually pay back, by joining attribution data (who installed or converted from which ad) with cost data pulled from ad networks.

The platform covers mobile attribution, SKAdNetwork, web, cross-device, CTV and PC or console attribution, deep linking, fraud prevention, ad monetization reporting and Creative IQ for creative-level analysis. Its cost aggregation side pulls spend from 1,200+ sources, and marketing ETL pushes clean data into a warehouse. Pricing is usage-based: a free tier up to 15,000 paid conversions, a Growth tier at $0.05 per conversion, and custom Enterprise contracts.

Singular fits mobile-first companies with real ad budgets across several networks that care about ROAS, not just install counts. It is less useful for web-only businesses with small budgets, and its depth means a learning curve. AppsFlyer has the largest partner ecosystem and is the default for many big advertisers, while Adjust (part of AppLovin) is a common choice for gaming. Singular's distinguishing strength is how well cost and revenue data are reconciled.

Recent development: in September 2026 Singular announced audience syncing into ChatGPT Ads, extending its activation features to OpenAI's ad platform.