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Mobile Development · head to head

Adjust vs Mixpanel

Adjust logo

Adjust

Mobile Development

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

From
On request
Rated
-
Full reviewWebsite
Mixpanel logo

Mixpanel

Technology

Product analytics that helps you convert, engage, and retain more users

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Mixpanel 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.; Mixpanel pricing can scale significantly at high volumes with expensive per-user rates
  • They diverge on capability: Adjust covers Install and event attribution, Mixpanel covers Event analytics.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Adjust and Mixpanel actually diverge.

Attributes where Adjust and Mixpanel differ
AttributeAdjustMixpanel
Starting priceOn requestFree
Pricing modelPer attributed installUnknown
Free tierNoYes
PlatformsiOS, Android, WebWeb, Mobile, APIs
CategoryMobile DevelopmentTechnology
FoundedUnknown2009

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 Mixpanel

  • Event analytics
  • User segmentation
  • Funnel analysis
  • Retention analysis
  • A/B testing
  • Predictive analytics
  • Custom dashboards
  • Real-time data

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 Mixpanel
  • European organisations that need attribution data held in the European Unionnot Mixpanel
  • Mid sized user acquisition teams that found the largest measurement partner's commitment level unaffordablenot Mixpanel
  • Games publishers running spend across many networks who need one reconciled performance viewnot Mixpanel

Mixpanel

  • User behavior analysisnot Adjust
  • Product optimizationnot Adjust
  • Conversion trackingnot Adjust
  • Retention improvementnot Adjust
  • Feature adoptionnot 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.

Mixpanel

  • Pricing can scale significantly at high volumes with expensive per-user rates
  • Limited built-in data visualization options compared to some competitors
  • Requires implementation expertise to properly instrument event tracking

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

Mixpanel

Free

No published plan breakdown. See the Mixpanel review.

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 Mixpanel if

  • You need event analytics.
  • You want to start without paying.
  • You work on Web, Mobile, APIs.
  • You also want user segmentation.
Mixpanel review

Questions people ask

Is Adjust or Mixpanel better?
Neither clearly leads. Adjust starts at On request and Mixpanel at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Adjust or Mixpanel?
Mixpanel has a free tier; the other does not. Paid plans start at On request for Adjust and Free for Mixpanel.
Does Adjust or Mixpanel run on more platforms?
Adjust runs on iOS, Android, Web. Mixpanel runs on Web, Mobile, APIs.
Can I use Mixpanel for free?
Yes. Mixpanel 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 Mixpanel is typically brought in for.
What can Adjust do that Mixpanel cannot?
Adjust covers Install and event attribution, Fraud prevention, Audience builder, Automate. Mixpanel covers Event analytics, User segmentation, Funnel analysis, Retention analysis.

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.

Mixpanel: Is Mixpanel free?

Yes, Mixpanel offers a generous free plan with up to 20 million events per month, unlimited team members, core analytics reports, 10K session replays, and 12 months data retention. No credit card required.

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.

Mixpanel: How does Mixpanel pricing work?

Mixpanel pricing is based on Monthly Tracked Users (MTUs). The free tier includes core analytics. Growth tier starts at $20/month for up to 10,000 MTUs. Enterprise pricing is custom based on volume, retention, and contract terms.

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.

Mixpanel: What are Mixpanel's core analytics features?

Mixpanel provides Insights for user behavior analysis, Funnels for conversion tracking, Flows for user journey visualization, and Retention analysis. All available on the free tier.

Source
Mixpanel: Does Mixpanel track page views or events?

Mixpanel tracks user actions and events rather than page views, providing a more granular understanding of user behavior. It offers a simple SDK compatible with major platforms including mobile.

Source
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