Adjust

Adjust is a cross-platform attribution and analytics suite for marketers who need to connect campaigns, revenue, audiences, and reporting across more than mobile apps. It is most compelling for growing teams that need multi-touch measurement and operational tools in one system. The trade-off is that meaningful scale, support, and several specialized capabilities move into custom-priced plans or add-ons.

Overview

Founded in 2012 and now an AppLovin company, Adjust measures marketing touchpoints across mobile, web, connected TV, PC, and console. Its scope goes beyond campaign attribution: Datascape combines dashboards and visualizations with performance metrics, while audience, deep-linking, export, and partner integrations support the work that follows measurement. That breadth suits app businesses running campaigns across several environments better than a team seeking only a simple mobile install counter.

Key features

Attribution and reporting

Multi-touch attribution and revenue attribution let marketers evaluate several interactions and connect activity to commercial outcomes rather than relying on a last-touch view. Datascape centralizes marketing data in reports, dashboards, visualizations, and performance metrics. Data warehouse export is available for organizations that need to combine Adjust data with their own systems. These capabilities make the product useful to performance and growth teams, although the value increases with the volume and complexity that push buyers toward Core or Enterprise.

AI, audiences, and deep links

Growth Copilot accepts plain-language questions in Datascape, and Adjust MCP connects Adjust data to existing AI workflows. Those features are practical for teams that already use AI-assisted analysis or automation; they do not replace the need for a sound attribution setup. TrueLink creates branded deep links that route users to locations inside an app across channels and environments, a clear advantage for campaigns that need a controlled post-click journey. Audience tools support building, analyzing, and A/B testing custom groups for retargeting.

Integrations, privacy, and security

The partner marketplace includes ad networks, analytics platforms, and data-management solutions, helping teams connect Adjust with an existing marketing stack. Adjust says its services support GDPR, CCPA, and LGPD requirements and that it holds ISO/IEC 27001:2022 certification. Customer data at rest is encrypted with AES256, while data in transit uses HTTPS with TLS and Perfect Forward Secrecy. Customer data is deleted from the database within 60 days after contract termination. Base customers receive English email-only support and the Help Center; broader support is described in 25 languages.

Pricing

Adjust uses a paid model with pricing on request for its larger plans, alongside a free Base option. Base allows up to 1,500 monthly attributions for up to 12 months, equivalent to 18,000 annual conversions. It is a sensible starting point for a small app or an initial measurement program, but the monthly ceiling and 12-month window can become restrictive for a growing acquisition operation. Base support is email-only in English.

Core supports up to 250,000 annual conversions and includes volume discounts and support, but requires a sales conversation for pricing. Enterprise is designed for more than 2,500,000 annual conversions, with deeper volume discounts and a support team; it also has custom pricing. Growth Solutions such as TrueLink, Web Attribution, Fraud Prevention Suite, Data Residency, and PC & Console are paid add-ons for Core and Enterprise clients. Buyers should therefore budget for both plan capacity and any specialized functions they need, rather than assuming the free tier includes the full platform.

Platforms

Adjust supports Android, iOS, web, and API access. Its measurement coverage also extends to connected TV, PC, and console environments, making it suitable for organizations running campaigns across device categories rather than only phone apps.

Who it's for

Adjust is a strong fit for app marketers who need multi-touch and revenue attribution, cross-platform campaign measurement, reporting, deep links, audience testing, and data warehouse export in one stack. Base works for smaller teams validating a program within its conversion allowance. Core fits established marketers approaching 250,000 annual conversions, while Enterprise is aimed at very high-volume operations that need a dedicated support team and deeper discounts. It is less suitable for buyers who require transparent paid-plan pricing or whose needs fit comfortably within a basic, mobile-only tracker.

Pros and cons

Pros

• Measures touchpoints across mobile, web, connected TV, PC, and console, supporting genuinely cross-platform programs.
• Multi-touch and revenue attribution, dashboards, visualizations, and data warehouse export cover both analysis and downstream reporting.
• TrueLink, audience A/B testing, partner integrations, and AI interfaces extend the product beyond core attribution.
• Published security, privacy, certification, and 60-day post-termination deletion commitments help regulated teams evaluate it.

Cons

• Core and Enterprise pricing is custom, making budget comparison harder before contacting sales.
• Base is capped at 1,500 monthly attributions for up to 12 months and limits support to English email, so it may not last through rapid growth.
• TrueLink, Web Attribution, fraud prevention, data residency, and PC & Console require paid add-ons on Core or Enterprise.

Alternatives

For a broader directory of options, see Marketing Attribution Software and Mobile App Analytics Software.

Branch Universal Ads is a paid alternative with a free trial and support for Android, iOS, macOS, web, Windows, and API; choose it when that platform mix and trial access matter more than Adjust's free plan.

Kochava offers freemium access, trials, and a Foundation plan at $500 a month including 33K conversions, making it worth considering when a published entry price is preferable.

Tenjin has a free-forever plan with 2,000 free conversions per month and $0.04 per additional conversion, a clear option for teams wanting usage-based terms.

Triple Whale provides a free plan for 10 users with 12 months of data storage and retention, suited to teams prioritizing user and retention allowances.

Singular offers a free plan with 15,000 paid conversions and no credit card requirement, useful for a larger no-cost starting allowance.

Open Attribution is a freemium, self-hosted option for Android and iOS.

Zobrx is a freemium web/API product with a free tier for up to three Shopify stores and one team seat.

AdWyse is a freemium web tool with a free tier covering one ad account and 100 tracked orders per month.

Verdict

Choose Adjust if your marketing organization needs serious cross-platform attribution, revenue measurement, reporting, and campaign tooling that can expand into audiences, deep links, and data exports. Look elsewhere if transparent pricing, generous free volume, or a narrowly focused mobile analytics product is the priority; Adjust's strongest capabilities require custom plans and, in several cases, paid add-ons.