What is Adjust, and how does it measure your app marketing?
Adjust is like the scoreboard operator at a stadium: many players are on the field, and it keeps an official tally of who scored, so nobody argues later.
What Adjust is
Adjust is one of the big mobile measurement partners (MMPs). It started in Berlin and is now "an AppLovin company", as its own press releases say. Like other MMPs, its core job is attribution: working out which ad, link or campaign led to each install, and then linking later actions, like a subscription, back to that source.
On its website, Adjust describes itself as an end-to-end solution for app marketing and says it measures across mobile, web, connected TV, PC and console.
How it works, in plain steps
- Your developer adds the Adjust SDK to the app.
- You create tracker links for each campaign or partner. These are special links that tell Adjust where a tap came from.
- You switch on integrations with the ad networks you use.
- When someone installs and opens the app, Adjust checks the evidence, gives credit to one source and passes the result back to that network.
- Your in-app events, like "level 5 reached" or "order placed", are tied to that source so you can see value, not just volume.
The main tools inside Adjust
- Measure: the attribution core.
- Protect / fraud prevention: filters fake installs and suspicious clicks so you do not pay for them.
- Analyze and Datascape: dashboards and charts for comparing campaigns.
- Incrementality: helps answer "would these users have come anyway, without the ad?"
- iOS solution: tools that work with Apple's privacy frameworks, SKAdNetwork and AdAttributionKit, including help with conversion values.
What it is good for
- Apps spending on several ad networks that need one fair source of truth.
- Games and other apps that buy users at large scale, where small measurement errors add up to big money.
- Teams that care about fraud filtering and want it built into the measurement tool.
- Products that live on more than phones, such as an app plus a smart TV version.
When it may not be the right pick
- Very early apps. If you are not paying for ads yet, free analytics like Firebase Analytics may be enough.
- Tight budgets needing public price lists. Adjust's pricing is handled through its sales team, so you need a quote to compare.
- Concerns about ownership. Adjust is owned by AppLovin, which also runs an ad business. Some teams ask every MMP how it keeps client data separate. That is a fair question for any vendor.
Adjust vs AppsFlyer
| Adjust | AppsFlyer | |
|---|---|---|
| Core job | Attribution and measurement | Attribution and measurement |
| Owner | AppLovin | Independent company |
| Fraud tools | Protect / fraud prevention | Protect360 |
| Pricing shown publicly | Quote via sales | Published plans, including a free tier |
| iOS privacy support | SKAdNetwork and AdAttributionKit | SKAdNetwork and AdAttributionKit |
Both are mature tools. Read our AppsFlyer guide and get demos of both before signing a yearly contract.
What it means for cost and timeline
Plan a short technical setup plus time for event mapping and testing on real devices. Test both a fresh install and a reinstall on iPhone and Android, and click each tracker link yourself before money goes live. Small mistakes here, like a missing event or a mislabelled link, quietly spoil weeks of reports. The bigger decision is commercial: contract length, how pricing scales with your installs or events, and which add-ons you actually need. Ask for that in writing, and check what happens to your data if you ever leave.
How Appryze works with Adjust
If your app already uses Adjust, we work inside it rather than adding another MMP. We check that events and iOS conversion values match how your business makes money, then use those numbers to shift ad budgets. You keep ownership of every account. More on our app marketing page.
Common questions
Who owns Adjust?
Adjust is owned by AppLovin, a company listed on NASDAQ. AppLovin agreed to buy Adjust in 2021, and Adjust now describes itself as an AppLovin company in its official announcements. It still operates as its own measurement product.
Is Adjust free to use?
Adjust does not publish a simple free plan on its homepage. Pricing is arranged through its sales team and usually depends on your volume and the features you need. Ask for a written quote and compare it with other mobile measurement partners.
What is the difference between Adjust and Google Analytics?
Google Analytics, through Firebase, focuses on what users do inside your app and works best with Google's ad products. Adjust focuses on which ad source brought each user across many networks, and adds fraud filtering. Many apps use both together.
Does Adjust support Apple's AdAttributionKit?
Yes. Adjust says its iOS solution works with both SKAdNetwork and AdAttributionKit, Apple's privacy-safe attribution frameworks. It helps set up conversion values and turns Apple's postbacks into readable campaign reports.
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