Adjust
Mobile measurement partner for app attribution and fraud prevention
Adjust is a ad management & attribution tool for Enterprise and Developers, offered as freemium. Founded in Germany in 2012. Popular alternatives include Branch, Singular.
About Adjust
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.
Key features of Adjust
- Install and in-app event attribution across thousands of ad partners
- SKAdNetwork and AdAttributionKit measurement for privacy-restricted iOS traffic
- Fraud Prevention Suite against click spam, SDK spoofing and fake installs
- Datascape dashboards with cohort, retention and ROAS reporting
- InSight incrementality testing using synthetic control groups
- Deep linking for retargeting and user re-engagement campaigns
- Growth Copilot AI assistant for natural-language reporting
- CTV AdVision attribution for connected-TV campaigns
Pros and cons
Pros
- Mature, widely integrated SDK used by large app publishers
- Free Base tier lets small developers start without a contract
- Strong fraud prevention and privacy-framework support
- Rapid release cadence with AI and incrementality features
- Raw data exports and APIs for BI and data warehouses
Cons
- Core and Enterprise pricing is unpublished and contract-based
- Useful add-ons like fraud prevention and InSight cost extra
- Ownership by AppLovin raises neutrality questions for some buyers
- Overkill for apps without meaningful paid acquisition spend
Adjust pricing
Adjust uses a freemium model.
| Plan | Price | Includes |
|---|---|---|
| Base | $0 | Up to 1,500 attributions per month; for small developers |
| Core | Custom | Up to 250,000 attributions per year; annual contract |
| Enterprise | Custom | Over 250,000 attributions per year; add-ons priced separately |
Source: www.adjust.com · checked on Oct 20, 2026
How Adjust compares in Ad management & attribution
- Rank by votes
- #1 / 17
- Starting price
- $0
- Free alternatives
- 0
0 votes from members
Category median is $259/mo
Free or open-source tools in Ad management & attribution
Adjust ranks #1 of 17 ad management & attribution tools by community votes and is not directly comparable on price.
Common use cases
- 1Measuring ROAS of Meta, Google and TikTok install campaigns
- 2Blocking fraudulent installs before paying ad networks
- 3Reading SKAdNetwork and AdAttributionKit postbacks for iOS campaigns
- 4Testing whether a channel drives incremental installs with InSight
- 5Running deep-linked re-engagement campaigns for lapsed users
Best for
Mobile app and game publishers spending meaningfully on paid user acquisition who need trustworthy attribution, fraud protection and iOS privacy measurement.
Not ideal for
Web-first DTC brands or apps with little paid marketing (Northbeam, Rockerbox, Google Analytics).
Integrations
- Meta Ads
- Google Ads
- TikTok Ads
- Apple Ads
- Snapchat Ads
- Unity Ads
- AppLovin
Our take
Adjust is one of the two or three default choices for app attribution, with strong fraud tools and fast AI and incrementality releases. Start on Base if you are small, and compare a full AppsFlyer quote before signing a Core or Enterprise contract.
FAQ
- What is Adjust?
- Adjust is a Ad management & attribution tool: Mobile measurement partner for app attribution and fraud prevention.
- How much does Adjust cost?
- Adjust uses a Freemium model; see the vendor's pricing page for current plans.
- What are the best alternatives to Adjust?
- Community-listed alternatives to Adjust include Branch, Singular.
- What does Adjust integrate with?
- Adjust integrates with Meta Ads, Google Ads, TikTok Ads, Apple Ads, Snapchat Ads, Unity Ads and more.
- Which platforms does Adjust support?
- Adjust is available on web.
- Who is Adjust for?
- Mobile app and game publishers spending meaningfully on paid user acquisition who need trustworthy attribution, fraud protection and iOS privacy measurement.
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