Adjust vs Umami

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.

Umami is a simple, privacy-focused web analytics tool created by Mike Cao and maintained by Umami Software. The code is open source under the MIT licence and can be self-hosted for free, and the company also runs Umami Cloud. It collects pageviews, visitors, referrers, devices, browsers, countries and custom events without cookies or personal data, so in many setups no consent banner is required.

The dashboard is minimal and fast, with realtime data, page and referrer breakdowns, UTM tracking, custom events and properties, and a reports section that adds funnels, retention, goals, user journeys and attribution. Teams can share access, publish public dashboards and use the REST API to pull data elsewhere. Self-hosting runs on Postgres or MySQL with Docker or one-click deploys to Vercel and Railway. Umami Cloud has a free Hobby tier for one website, paid Pro and Business plans with more events, longer retention and team features, plus Enterprise options.

Umami fits developers, indie makers, agencies and small teams who want free, private analytics they control. It has fewer integrations than Plausible, its advanced reports are newer and less mature, self-hosting requires a database, and it offers far less depth than Google Analytics for advertising attribution. Plausible is the more polished paid alternative, Fathom is another privacy-first hosted option, Matomo covers more GA-like features, and Google Analytics remains necessary for many advertisers.