Overview
AppsFlyer and Adjust are the two dominant mobile measurement partners (MMPs) in the industry. Both offer robust attribution, analytics, and fraud prevention, but they differ in approach, pricing, and feature focus. This comparison helps you understand which is best for your specific needs.
Feature Comparison
| Feature | AppsFlyer | Adjust |
|---|---|---|
| Attribution Model | Last-touch + multi-touch | Last-touch + multi-touch |
| SKAN Support | Excellent Winner | Very Good |
| Fraud Prevention | Protect360 (industry-leading) | Fraud Prevention Suite |
| Deep Linking | OneLink | Adjust Links |
| Raw Data Access | Available (higher tiers) | Available Better access |
| Integrations | 10,000+ partners | 2,000+ partners |
| Data Privacy | Good | Excellent (German privacy laws) Winner |
| Pricing Model | Per-attribution | Per-attribution or MAU |
AppsFlyer Strengths
- Market leader: Largest MMP by market share with most integrations
- SKAN Conversion Studio: Best-in-class iOS 14+ attribution tools
- Protect360: Most comprehensive fraud prevention in the industry
- Audiences: Built-in audience segmentation and activation
- ROI360: Advanced predictive analytics and LTV modeling
Adjust Strengths
- Data privacy: German company with strict privacy compliance
- Raw data access: Better data export options at lower tiers
- Pricing flexibility: MAU-based pricing option for some use cases
- Datascape: Powerful analytics and visualization tools
- CTV attribution: Strong connected TV measurement capabilities
Pricing Comparison
Both platforms use tiered pricing based on attributed installs. AppsFlyer tends to be more expensive at scale but includes more features. Adjust offers more pricing flexibility but may require add-ons for advanced features.
- Small apps (under 10K installs/month): Both have free tiers with limitations
- Growth stage (10K-100K): Expect $500-2,000/month on either platform
- Scale (100K+): Custom pricing, typically $5,000-50,000+/month
Our Verdict
Choose AppsFlyer if: You need the most integrations, best-in-class fraud prevention, and comprehensive iOS 14+ solutions. Ideal for larger apps with complex marketing stacks.
Choose Adjust if: Data privacy is paramount, you need better raw data access at lower tiers, or you're focused on European markets with strict privacy requirements.
Migration Considerations
Switching MMPs is possible but comes with attribution data loss and integration work. Consider:
- Historical data cannot be migrated
- All integrations need reconfiguration
- Allow 2-4 weeks for full transition
- Plan during low-spend periods if possible