Compare
Adjust vs AppsFlyer
The two largest general-purpose MMPs, both with fraud prevention and incrementality testing; Adjust is AppLovin-owned, AppsFlyer is not.
Side by side
| Adjust | AppsFlyer | |||||||
|---|---|---|---|---|---|---|---|---|
| Vendor | Adjust GmbH (an AppLovin company) | AppsFlyer Ltd. | ||||||
| Pricing model | Quote only | Free tier + paid plans | ||||||
| Free tier | — | Yes | ||||||
| Deployment | Cloud | Cloud | ||||||
| Open source | No | No | ||||||
| Best for | App publishers who want SKAdNetwork/Privacy Sandbox attribution plus fraud prevention from a single MMP. | Advertisers running paid mobile UA across many networks who need SKAdNetwork-era attribution plus fraud protection. | ||||||
| Pricing | Pricing is not published on the vendor's pricing page; plans are quoted per account based on conversion volume and which modules (attribution, fraud prevention, incrementality) are included. Pricing has not been verified yet — see the vendor's site. | Zero plan is free for owned-media measurement with 12K free conversions in year one; Growth is pay-as-you-go per conversion after that; Enterprise is custom quoted for scaled paid campaigns.
Prices read from the vendor's own page on September 21, 2026. Vendors change prices; check the source before you budget. | ||||||
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Verdict
Adjust and AppsFlyer are the two most commonly shortlisted general-purpose mobile measurement partners, and on paper their core capability is nearly identical: both aggregate SKAdNetwork and AdAttributionKit postbacks for iOS, support Google's Privacy Sandbox Attribution Reporting API for Android, offer built-in fraud prevention, and run incrementality testing to measure lift against a holdout group rather than relying on attributed conversions alone. Both also feed data into marketing mix modeling workflows for cross-channel budget decisions.
The one structural difference worth naming directly is ownership. Adjust has been part of AppLovin, a major ad network in its own right, since 2022; it continues to operate independently and measures across the wider ad-network ecosystem, but some advertisers weigh that affiliation when judging measurement neutrality. AppsFlyer has no comparable ad-network ownership. Beyond that, the deciding factors are typically integration depth with your specific ad networks and account-team fit rather than a clear capability gap — both are quote-only, so cost has to be compared through an actual sales process.
Choose Adjust if
- You want a large, broadly integrated MMP and the AppLovin affiliation isn't a concern for your measurement needs.
- Your media mix already runs partly through AppLovin's network and existing integration depth matters.
- You want Adjust's Automate tooling for audience segmentation alongside core attribution.
Choose AppsFlyer if
- Measurement neutrality relative to any single ad network is a priority.
- You want a limited free tier (Zero plan) for owned-media measurement before committing to paid attribution.
- You're running paid UA across a very wide set of networks and want AppsFlyer's OneLink deep-linking alongside attribution.
The honest caveat
Neither vendor publishes pricing, so a real comparison requires running both through a quote process against your actual conversion volume — headline claims about integration count or accuracy rarely settle the decision on their own. If deep linking and web-to-app conversion matter as much as paid-install attribution, also weigh Branch against either; see AppsFlyer vs Branch.
Last reviewed September 22, 2026