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Mixpanel: Event analytics for in app behaviour where paid acquisition attribution is not required
Adjust
Mobile measurement and fraud prevention, owned by the ad network AppLovin since 2021
As of 31 August 2026, Adjust's pricing is not published; the vendor quotes on request. A mobile measurement partner competing directly with AppsFlyer on attribution, fraud rejection and analytics. Softwr lists it under Mobile Development. Adjust is made by Adjust, part of AppLovin, available on iOS, Android, Web.
Overview
What Adjust does
Adjust attributes installs and in app events across ad networks, blocks fraudulent traffic before it is billed, and reports cohort, retention and return on ad spend figures for user acquisition teams. It was founded in Berlin in 2012 and built its reputation on fraud prevention, where it publishes its detection methods more openly than most of the category. The ownership is the material commercial fact. AppLovin acquired Adjust in 2021 in a deal valued at around one billion dollars. AppLovin operates an advertising exchange and a mobile games portfolio, which means the vendor measuring whether AppLovin's inventory performed is a subsidiary of AppLovin. Adjust maintains that measurement is operated independently, and there is no public evidence to the contrary, but the structural conflict is real and some advertisers exclude the vendor on that basis alone. A buyer should decide where they stand on it before the evaluation rather than after. The rest of the comparison against AppsFlyer comes down to price and support. Adjust is generally the more aggressive on commercial terms for mid sized advertisers, and its European base suits organisations with data residency requirements. Like every measurement partner, it lost deterministic iOS attribution to App Tracking Transparency and now models what SKAdNetwork will not report, so the question to ask on either vendor is which numbers are observed and which are estimated.
What people use it 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
Related searches
The honest half
Where it falls short
Concrete and checkable, so you can decide whether any of them matter to you. This is the half of a review a vendor will not write about 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.
Cross-shopped
What people choose instead of Adjust
Each pairing was judged by two reviewers asking whether a buyer would genuinely weigh the two against each other. The ones that failed were deleted rather than published.
- AdjustvsAmplitude
Amplitude: Product analytics with cohort and retention depth, complementing rather than replacing attribution
- AdjustvsCountly
Countly: Self hosted analytics for organisations that will not send behavioural data to a third party at all
Pricing
What Adjust costs
Taken from the vendor's own pricing page. Prices move, so check before you buy.
Adjust
On request
- 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
Capabilities
Features
Install and event attribution
Cross network attribution with configurable lookback and deduplication rules
Fraud prevention
Rejection of click injection, click spam and anonymous traffic before billing
Audience builder
Segments exported back to ad networks for retargeting and exclusion
Automate
Rules that pause or adjust campaigns on measured performance thresholds
Datascape reporting
Cohort, retention and return on ad spend analysis across networks
Data residency options
European hosting for organisations with residency obligations
Answered, with sources
Questions people ask
Each answer names the page it came from, so you can check it rather than take our word for it.
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.
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.
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.
Keep looking
Where to go from Adjust
- Adjust alternativesEvery product people weigh against it
- Adjust pricingPlans, floors and what the tiers exclude
- Adjust badgesWhich rules it meets, and the figure behind each
- All Mobile Development softwareThe full category
- Best Mobile Development softwareThe shortlist, and how it was cut
Best Mobile Development software for
Compare Adjust with
- AppsFlyer
- Ionic
- NativeScript
- Sencha
- Adapty
- Emerge Tools
- Firebase
- Bitrise
- React Native
- Xcode
- EAS Build
- Luciq
- Maestro
- AppsFlyer
- NativeScript
- Emerge Tools
- Android Studio
- Flutter
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Softwr does not host reviews and shows no star rating for Adjust, because a rating we did not collect is not ours to publish. What is here is the pricing and platform detail from the vendor’s own pages, limitations we could state concretely, and alternatives a reviewer confirmed people weigh against it. Tell us if any of it is wrong.
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