Adjust vs AppsFlyer

by Gralio Feb 27, 2025

Adjust and AppsFlyer are both mobile attribution and marketing analytics platforms. Adjust is better for businesses needing granular data access and detailed reporting, particularly those focused on mobile. AppsFlyer offers broader platform coverage and AI-driven optimization, making it a strong choice for businesses looking for a comprehensive marketing analytics solution across various platforms.

At Gralio.ai we help to simplify your decision-making process by offering detailed, side-by-side software comparisons like this one, to help you confidently choose the tool that aligns with your business goals.

This comparison was created by analysing 832 reviews and 60 websites, saving 5 hours, 7 minutes of reading.

Adjust

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AppsFlyer

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About

Adjust is a software suite designed to help you understand and improve your mobile app's performance. It provides data on where users find your app, how they interact with it, and how well your advertising campaigns are performing. Adjust helps you make informed decisions about your marketing strategy by identifying areas for improvement and maximizing your return on investment. Its reporting tools offer clear visualizations of your app's data. Adjust is part of AppLovin, a large company specializing in marketing software for app developers.

AppsFlyer is a software platform that helps businesses understand and improve their mobile apps. It provides data and tools to track marketing campaigns, analyze user behavior, prevent fraud, and enhance user engagement. This data helps businesses make informed decisions about their app marketing strategies, understand what is working, and improve their return on investment. AppsFlyer is a trusted partner for many large companies and prioritizes user privacy.

Summary

Main difference

Adjust offers more granular control over data and reporting, with raw data export capabilities. AppsFlyer emphasizes broader platform coverage, including web, PC, and console, along with AI-powered creative optimization.

Relative strengths of Adjust (compared to AppsFlyer)

Granular Data Access: Adjust allows raw data exports, providing more control and flexibility for analysis.
Strong Deep Linking: Adjust's comprehensive deep linking features offer better control over user journeys and fallback experiences.
User-Friendly Interface: Adjust is praised for its easy-to-use interface and navigation, simplifying data analysis.

Relative weaknesses of Adjust (compared to AppsFlyer)

Limited Platform Coverage: Adjust primarily focuses on mobile, lacking AppsFlyer's web, PC, and console support.
Less Advanced AI Features: Adjust lacks AppsFlyer's AI-powered creative optimization for enhanced campaign performance.
Potentially Complex Setup: Some users find Adjust's initial setup and configuration challenging.

Who should use Adjust VS. AppsFlyer

Adjust is a mobile measurement and analytics platform that provides app developers and marketers with the insights they need to optimize their campaigns. Users love Adjust's comprehensive deep-linking capabilities and user-friendly interface. However, some find the setup complex and report slow report generation. Adjust is best for companies focused on mobile marketing and user acquisition.

AppsFlyer offers comprehensive mobile attribution and marketing analytics, empowering businesses to optimize campaigns and maximize ROI. Users praise its fraud detection and integrations, but some find pricing complex. Best for medium to large businesses in finance, IT, and marketing.

Best for app developers and marketers of all sizes.
Ideal for mobile-first businesses across various verticals.

Best for medium to large businesses (100-1000+ employees) needing robust mobile attribution.
Ideal for Finance, IT, Marketing, E-commerce, and Media & Entertainment.

Adjust and AppsFlyer features

Supported

Partially supported

Not supported

Type in the name of the feature or in your own words tell us what you need

Cross-Platform Measurement

Not supported

Adjust primarily focuses on mobile analytics and attribution, not full cross-platform measurement.

Supported

AppsFlyer supports cross-platform measurement for mobile, web, PC, and console.
Marketing ROI Measurement

Not supported

Adjust focuses on mobile attribution and analytics, not overall marketing ROI.

Supported

AppsFlyer supports marketing ROI measurement with its ROI360 platform, offering comprehensive cost and revenue analysis.
AI-Powered Creative Optimization

Not supported

Adjust does not appear to offer AI-powered creative optimization.

Supported

AppsFlyer offers AI-powered creative optimization to analyze assets and improve performance.
Cross-platform attribution

Supported

Adjust supports cross-platform attribution, tracking installs, events, and revenue across iOS and Android.

Supported

AppsFlyer supports cross-platform attribution, tracking installs, events, and revenue across iOS and Android.
OneLink support

Not supported

Adjust does not support AppsFlyer OneLink.

Supported

AppsFlyer supports OneLink to attribute app installs across platforms.
Social Media Ads integration

Partially supported

Adjust likely supports these integrations, but confirmation is needed.

Partially supported

AppsFlyer integrates with Facebook Ads, but Google and Twitter Ads integrations are not confirmed.

Qualities

Value and Pricing Transparency

No data

No data
Customer Service

No data

No data
Ease of Use

No data

No data
Reliability and Performance

No data

No data
Ease of Implementation

No data

No data
Scalability

No data

No data

Adjust and AppsFlyer Pricing

No data

See full Pricing page

AppsFlyer utilizes a tiered pricing model with a free plan, a usage-based Growth plan, and a custom-priced Enterprise plan. The Growth plan starts with a Welcome Package offering 12K free conversions for the first year and a 30-day trial of select premium add-ons.

Plans

See full Pricing page

Adjust and AppsFlyer review insights

Users love

Comprehensive deep-linking capabilities and fallback experiences.
User-friendly interface and easy navigation.
Accurate user attribution and fraud prevention.
Real-time data and detailed campaign performance analysis.
Excellent customer support and responsiveness.

AppsFlyer is widely praised for its comprehensive mobile attribution and marketing analytics capabilities.
The platform offers robust fraud detection and prevention tools, particularly Protect360.
Users appreciate the user-friendly interface and ease of use for core features.
Seamless integration with various ad networks and marketing platforms is a major advantage.
AppsFlyer provides extensive documentation and resources to support users.

Users dislike

Difficult setup and configuration, requiring technical expertise.
Inability to delete old links, only hiding them.
Fraud detection needs improvement, particularly with APK and SDK installs.
Limited data tracking on iOS.
Slow report generation and occasional dashboard crashes.

Data discrepancies between AppsFlyer and internal or ad network data are a recurring complaint.
High pricing and complex pricing model are frequently criticized, especially for smaller businesses.
Customer support, while generally praised, can be slow or unresponsive at times.
Limited customization options for reports and dashboards.

Adjust and AppsFlyer Ratings

G2

4.2/5

(165)
TrustPilot

2.4/5

(5)
Glassdoor

3.9/5

(252)

G2

4.4/5

(628)
Capterra

4.4/5

(55)
TrustPilot

1.7/5

(17)
Glassdoor

4.2/5

(404)

Company health

Employee growth

1% increase in the last year

2% decrease in the last year

Web traffic

1% decrease in the last quarter

5% increase in the last quarter

Financing

March 2019 - $256M

August 2020 - $293M

How do Adjust and AppsFlyer compare in fraud prevention effectiveness?

Both Adjust and AppsFlyer offer robust fraud prevention capabilities. While AppsFlyer's Protect360 is frequently praised for its effectiveness, Adjust users have reported some issues with fraud detection, especially concerning APK and SDK installs. Therefore, AppsFlyer may be slightly more effective in fraud prevention based on user reviews, but both products address this critical area.

Which product best integrates with existing ad networks and platforms?

AppsFlyer appears to offer better integration with existing ad networks and platforms. User reviews specifically praise its "seamless integration with various ad networks and marketing platforms." While Adjust also integrates with ad networks, its focus is broader than just ad network integration, and there's no similar explicit praise from users regarding the breadth or quality of those integrations.

What are the advantages of Adjust?

Adjust offers comprehensive deep-linking capabilities and fallback experiences, a user-friendly interface, accurate user attribution and fraud prevention, real-time data and detailed campaign performance analysis, and excellent customer support. It also allows access to raw data exports.

What are the disadvantages of Adjust?

Adjust suffers from a difficult setup and configuration process, often requiring technical expertise. Users have reported issues with fraud detection, particularly with APK and SDK installs. Additionally, some find report generation slow, the dashboards prone to crashing, and data tracking on iOS limited. The inability to delete old links, only hiding them, is another cited drawback.

Alternatives to Adjust and AppsFlyer

Singular

Singular is a marketing analytics platform that helps businesses understand the return on investment of their marketing campaigns. It offers tools for mobile attribution, cost aggregation, fraud prevention, and marketing data integration. Singular is designed for medium to large businesses that need accurate and actionable marketing data. Its focus on providing a complete view of marketing ROI makes it a valuable tool for data-driven marketing teams.

Cometly

Cometly is a software platform designed for businesses to better understand the effectiveness of their online advertising. It helps marketing teams track which ads lead to sales or other desired actions, like signing up for a newsletter. Cometly provides data and reports that show which ads are performing well and offers tools to help improve ad campaigns. It is used by companies who sell software, marketing agencies, and online stores.

Branch

Branch helps businesses understand what marketing campaigns are driving app downloads and user actions. Its tools help create links that work seamlessly across different platforms, giving users a smooth experience. Branch also provides insights into campaign performance so you can invest in what works.

Tenjin

Tenjin is a mobile app marketing platform designed for small to medium-sized businesses. It helps you understand which advertising campaigns attract the most users and how those users behave in your app. Tenjin offers tools for analyzing advertising spend, tracking in-app purchases, and preventing ad fraud. Their free plan supports up to 2,000 new users per month.

ClickGUARD

ClickGUARD is a security tool designed to protect businesses from click fraud in their online advertising campaigns. It integrates with major platforms like Google Ads and helps maximize your advertising budget by filtering out fake or illegitimate clicks. ClickGUARD provides detailed reports and visualizations to identify suspicious activity, allowing you to maintain high-quality traffic to your website and improve your return on ad spend.

Google Analytics

Google Analytics is a free tool that gives you insights into your website and app users. Understand what content is popular, track your marketing campaigns, and see how people behave on your site. Use this data to improve your website, create better content, and make smarter marketing decisions.

Page co-authored by

Michal Kaczor

CEO at Gralio

Michal has worked at startups for many years and writes about topics relating to software selection and IT management. As a former consultant for Bain, a business advisory company, he also knows how to understand needs of any business and find solutions to its problems.

Tymon Terlikiewicz

CTO at Gralio

Tymon is a seasoned CTO who loves finding the perfect tools for any task. He recently headed up the tech department at Batmaid, a well-known Swiss company, where he managed about 60 software purchases, including CX, HR, Payroll, Marketing automation and various developer tools.

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