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Mobile Development · head to head

Adjust vs AppsFlyer

Adjust logo

Adjust

Mobile Development

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

From
On request
Rated
-
Full reviewWebsite
AppsFlyer logo

AppsFlyer

Mobile Development

Mobile attribution and marketing analytics measuring which campaigns produced which installs

From
On request
Rated
-
Full reviewWebsite

The short version

  • 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.; AppsFlyer pricing is per attributed conversion on an annual commitment, so a successful quarter raises the measurement bill in step with media spend and overage rates above the commitment are usually punitive.
  • They diverge on capability: Adjust covers Install and event attribution, AppsFlyer covers Multi touch install attribution.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Adjust and AppsFlyer actually diverge.

Attributes where Adjust and AppsFlyer differ
AttributeAdjustAppsFlyer
Pricing modelPer attributed installPer attributed conversion

Identical on both: starting price (On request), free tier (No), platforms (iOS, Android, Web), user rating (Not yet rated), category (Mobile Development).

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 AppsFlyer

  • Multi touch install attribution
  • SKAdNetwork and iOS aggregation
  • Deep linking
  • Fraud protection
  • Raw data export
  • Incrementality testing

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

AppsFlyer

  • An app spending meaningfully on paid acquisition across several networks that need reconciling against one source of truthnot Adjust
  • Publishers who suspect they are paying for fraudulent installs and want them rejected before billingnot Adjust
  • Teams that must move event level marketing data into a warehouse for their own modellingnot Adjust
  • Apps running deferred deep links from web, email and social into specific in app contentnot 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.

AppsFlyer

  • Pricing is per attributed conversion on an annual commitment, so a successful quarter raises the measurement bill in step with media spend and overage rates above the commitment are usually punitive.
  • iOS attribution lost genuine capability when App Tracking Transparency arrived, and a good deal of what the interface now shows is modelled rather than observed, which the reports do not always make obvious.
  • The headline price covers attribution only; deep linking, fraud protection, audiences and raw data export are separate modules, so the quoted figure and the invoice differ substantially.
  • Self attributing networks such as Meta and Google report their own numbers, and reconciling those against AppsFlyer is ongoing work that no vendor eliminates.
  • Historic attribution data does not transfer between measurement partners, so switching vendors resets year on year comparisons and effectively locks in the incumbent after a couple of years.

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

AppsFlyer

On request
  • AppsFlyer$undefined/year
    • Annual commitment purchasing a volume of attributed conversions, with overage charged above it
    • Deep linking, fraud protection, audiences and raw data export are priced as separate modules

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 AppsFlyer if

  • You need multi touch install attribution.
  • You work on iOS, Android, Web.
  • You also want skadnetwork and ios aggregation.
AppsFlyer review

Questions people ask

Is Adjust or AppsFlyer better?
Neither clearly leads. Adjust starts at On request and AppsFlyer at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Adjust or AppsFlyer?
Adjust starts at On request and AppsFlyer at On request.
Does Adjust or AppsFlyer run on more platforms?
Both run on iOS, Android, Web, so platform support will not decide this one for you.
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 AppsFlyer is typically brought in for.
What can Adjust do that AppsFlyer cannot?
Adjust covers Install and event attribution, Fraud prevention, Audience builder, Automate. AppsFlyer covers Multi touch install attribution, SKAdNetwork and iOS aggregation, Deep linking, Fraud protection.

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.

AppsFlyer: How is it priced?

Per attributed conversion against an annual commitment, plus separate fees for the additional modules. Negotiate the commitment carefully.

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.

AppsFlyer: Did App Tracking Transparency break attribution?

It removed deterministic device level attribution for users who decline tracking. What remains on iOS is aggregated and delayed, and vendors fill the gap with modelling.

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.

AppsFlyer: Can we take our data if we leave?

You can export raw data while under contract. Attribution history itself does not migrate to another vendor.

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