Adjust vs Triple Whale

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.

Triple Whale is an analytics and attribution platform built for direct-to-consumer brands on Shopify. It connects the store with ad platforms such as Meta, Google and TikTok, email and SMS tools like Klaviyo and other sources, then shows real-time dashboards for revenue, profit, blended ROAS, customer acquisition cost and lifetime value in one place.

The Triple Pixel, a first-party tracking pixel, powers multi-touch attribution that brands use alongside platform-reported numbers, which became less reliable after iOS privacy changes. Creative analytics show which ads and assets perform, cohort and LTV reports reveal how customers behave over time, and higher plans add marketing mix modeling. Moby, the AI layer, answers questions about the data and runs agents that monitor performance and surface insights. There is a free plan, paid Foundation and Automate plans priced by annual store revenue (GMV) on 12-month terms, and custom Enterprise pricing. A mobile app keeps founders on top of daily numbers.

Triple Whale fits Shopify DTC brands spending significantly on paid social. Pricing grows with GMV, attribution remains a model rather than ground truth, and non-Shopify or B2B businesses get far less value. Northbeam focuses on attribution for larger brands, Polar Analytics offers similar Shopify-centric BI, and Lifetimely specializes in profit and LTV reporting.