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Mobile Development · head to head

Adjust vs Countly

Adjust logo

Adjust

Mobile Development

Mobile measurement and fraud prevention, owned by the ad network AppLovin since 2021

From
On request
Rated
-
Full reviewWebsite
Countly logo

Countly

Marketing

Product analytics for mobile and web

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Countly has a free tier, so it costs nothing to try first.
  • Each has a real cost: Adjust the vendor is owned by AppLovin, an advertising network and game publisher, so the party measuring campaign performance has a corporate interest in some of the inventory being measured.; Countly the private cloud plan starts at $175 a month and is described as usage based without stating the unit
  • They diverge on capability: Adjust covers Install and event attribution, Countly covers Event tracking.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Adjust and Countly actually diverge.

Attributes where Adjust and Countly differ
AttributeAdjustCountly
Starting priceOn requestFree
Pricing modelPer attributed installsubscription
Free tierNoYes
PlatformsiOS, Android, WebWeb, Mobile, Api
CategoryMobile DevelopmentMarketing
FoundedUnknown2012

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Adjust

  • Install and event attribution
  • Fraud prevention
  • Audience builder
  • Automate
  • Datascape reporting
  • Data residency options

Only in Countly

  • Event tracking
  • Crash reporting
  • Analytics dashboard
  • User retention
  • Open-source
  • Cloud deployment
  • On-premise deployment
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

Adjust

  • An advertiser wanting fraud rejection applied before invoices are approved rather than clawed back afterwardsnot Countly
  • European organisations that need attribution data held in the European Unionnot Countly
  • Mid sized user acquisition teams that found the largest measurement partner's commitment level unaffordablenot Countly
  • Games publishers running spend across many networks who need one reconciled performance viewnot Countly

Countly

  • Product analytics for mobile and web applicationsnot Adjust
  • Self hosting analytics where data cannot leave the organisationnot Adjust

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Adjust

  • The vendor is owned by AppLovin, an advertising network and game publisher, so the party measuring campaign performance has a corporate interest in some of the inventory being measured.
  • Pricing is per attributed install on an annual commitment, meaning a successful campaign raises the measurement bill proportionally and overage above the commitment is charged at a worse rate.
  • App Tracking Transparency removed deterministic iOS attribution for users who decline tracking, so a significant portion of iOS reporting is modelled and the interface does not always separate modelled from observed.
  • Fraud prevention, audiences and the analytics layer are priced as separate modules, so a comparison against a competitor quote is only valid if module scope is matched line by line.
  • Attribution history stays with the vendor, so switching partners breaks year on year comparisons and the cost of leaving rises with every year of data accumulated.

Countly

  • The private cloud plan starts at $175 a month and is described as usage based without stating the unit
  • No event cap, data point limit or user limit is published for either paid plan
  • The self hosted Enterprise edition is custom priced and billed annually
  • Adaptivity and intelligence features are separately priced add ons on the cheaper plan

Pricing, plan by plan

Adjust

On request
  • Adjust$undefined/year
    • Annual commitment priced on attributed install volume, with fraud prevention and audiences as add on modules
    • Terms are negotiated and not published; mid market discounting is generally more available than at the largest competitor

Countly

Free
  • Flex (Private Cloud)$175/month
    • Usage-based pricing (not seat-based)
    • Advanced Analytics included
    • Adaptivity and Intelligence available as add-ons
  • Enterprise (Self-Hosted)$null/mo
    • Custom pricing, requires demo booking
    • All capabilities included
    • Deploy on your infrastructure

Which should you pick?

Choose Adjust if

  • You need install and event attribution.
  • You work on iOS, Android, Web.
  • You also want fraud prevention.
Adjust review

Choose Countly if

  • You need event tracking.
  • You want to start without paying.
  • You work on Web, Mobile, Api.
  • You also want crash reporting.
Countly review

Questions people ask

Is Adjust or Countly better?
Neither clearly leads. Adjust starts at On request and Countly at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Adjust or Countly?
Countly has a free tier; the other does not. Paid plans start at On request for Adjust and Free for Countly.
Does Adjust or Countly run on more platforms?
Adjust runs on iOS, Android, Web. Countly runs on Web, Mobile, Api.
Can I use Countly for free?
Yes. Countly has a free tier, so you can try it without paying. Adjust starts at On request.
What is Adjust best used for?
Adjust is most often used for an advertiser wanting fraud rejection applied before invoices are approved rather than clawed back afterwards, european organisations that need attribution data held in the european union, mid sized user acquisition teams that found the largest measurement partner's commitment level unaffordable, games publishers running spend across many networks who need one reconciled performance view. Of those, an advertiser wanting fraud rejection applied before invoices are approved rather than clawed back afterwards and european organisations that need attribution data held in the european union are not what Countly is typically brought in for.
What can Adjust do that Countly cannot?
Adjust covers Install and event attribution, Fraud prevention, Audience builder, Automate. Countly covers Event tracking, Crash reporting, Analytics dashboard, User retention.

Answered from the vendors’ own pages

Adjust: Does AppLovin ownership compromise measurement?

There is no public evidence of manipulation, but the structural conflict exists. Some advertisers exclude Adjust for that reason alone and it is a legitimate position.

Countly: How much does Countly cost?

Countly's Flex plan (private cloud) starts at $175/month with pay-as-you-go cancellation. Enterprise (self-hosted) requires custom pricing and annual billing. Both plans include advanced analytics, and Flex offers a 14-day free trial.

Source
Adjust: How does it compare with AppsFlyer on price?

Generally more flexible for mid sized advertisers. Compare module scope, not headline rates, because attribution alone is rarely what you need.

Countly: What is the difference between Countly Flex and Enterprise plans?

Flex uses usage-based pricing on Countly's cloud with monthly billing. Enterprise requires custom pricing and annual billing, but allows self-hosting on your infrastructure with zero vendor access to data, dedicated support, and included SLA.

Source
Adjust: Can data be kept in the EU?

Yes, European hosting is offered, which is a common reason for choosing it over United States based competitors.

Countly: Can I add Adaptivity and Intelligence to Countly Flex?

Yes, Adaptivity and Intelligence suites can be added to Flex as needed. Both are included standard with Enterprise plans.

Source
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