Adjust vs Supermetrics

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.

Supermetrics is a marketing data integration platform from Helsinki, Finland, founded in 2013 by Mikael Thuneberg, who started with a spreadsheet add-on for pulling Google Analytics data. It has grown into one of the most widely used marketing connectors, with hundreds of thousands of users across agencies and in-house teams. Its core job is moving data out of ad platforms, analytics, SEO and social tools into the reporting destination a team already uses.

Supermetrics offers connectors for sources such as Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, GA4, Search Console and HubSpot, and sends data to destinations including Google Sheets, Excel, Looker Studio and Power BI, plus AI assistants like Claude, ChatGPT and Microsoft Copilot. Enterprise plans add data warehouse destinations such as BigQuery and Snowflake, along with transformation and storage options. Plans are priced in euros by number of data sources, users and accounts per source, and include Supermetrics Studio AI credits.

It fits agencies and marketing teams that build reports in Sheets or Looker Studio and need reliable, scheduled refreshes. The trade-off is cost: each extra source, destination or account raises the bill, and prices are higher than tools like Coupler.io or Windsor.ai. Fivetran and Airbyte are better for broad company-wide data pipelines, while Databox is a full dashboard tool rather than a connector.

Buying tip: prices are listed in EUR, so US buyers pay the euro rate converted. Count your sources and ad accounts carefully, since Starter allows only 2 sources with 2 accounts each.