Adjust

Overview

Adjust is a mobile measurement partner (MMP) that provides a suite of analytics and attribution tools for app developers and marketers. Established in 2012, the platform focuses on enabling granular tracking of user journeys, from initial ad impression through in-app conversions, to offer insights into campaign performance and user behavior. Adjust's core functionality includes mobile attribution, which links app installs and post-install events to specific marketing channels and campaigns, providing data necessary for optimizing media spend and user acquisition strategies. This process involves collecting data across various touchpoints and applying probabilistic or deterministic matching methods to assign credit for conversions. The platform also integrates with numerous ad networks and publishers, allowing for a centralized view of campaign data.

Beyond attribution, Adjust offers robust fraud prevention capabilities designed to identify and block fraudulent installs, clicks, and in-app events. This helps advertisers protect their budgets from common fraud types such as click injection, bot traffic, and SDK spoofing, ensuring that marketing spend is allocated to legitimate user engagement. The fraud prevention suite uses a combination of machine learning algorithms and rule-based detection to identify suspicious patterns. Furthermore, Adjust provides app analytics tools that allow marketers to monitor key performance indicators (KPIs) such as retention rates, lifetime value (LTV), and user engagement. These analytics help in understanding user behavior post-install, enabling informed decisions for product development and marketing segmentation.

Adjust is designed for technical buyers and developers requiring detailed data access and integration flexibility. It supports a wide range of SDKs, including native iOS and Android, as well as cross-platform frameworks like Unity and React Native, facilitating integration into diverse app environments. The platform's API provides programmatic access to raw data and aggregated reports, enabling custom data warehousing and integration with business intelligence (BI) tools. Adjust's compliance with data privacy regulations such as GDPR and CCPA is a key consideration for businesses operating in regulated markets, ensuring data collection and processing adhere to legal standards. Its unified approach to cross-channel measurement aims to provide a holistic view of marketing performance across various platforms and devices, addressing the complexities of modern mobile advertising ecosystems.

Key features

• Mobile Attribution: Tracks and attributes app installs and in-app events to specific marketing sources, campaigns, and creatives, providing data for ROI analysis.
• Fraud Prevention: Detects and prevents various types of ad fraud, including click injection, bot traffic, and install farm activity, to protect advertising budgets Adjust Fraud Prevention.
• App Analytics: Offers dashboards and reports for monitoring key performance indicators (KPIs) such as user retention, lifetime value (LTV), session length, and conversion rates.
• Audience Builder: Enables the creation of custom audience segments based on user behavior and demographics for targeted retargeting campaigns and personalized user experiences.
• Measurement Automation: Automates data collection, aggregation, and reporting processes, reducing manual effort and improving data accuracy.
• Deep Linking: Facilitates seamless user experiences by directing users to specific content within an app from external links, improving conversion paths.
• SKAN Measurement: Provides tools for measuring campaign performance on iOS under Apple's SKAdNetwork framework, adapting to privacy-centric changes Adjust SKAN Primer.
• Data Export & API Access: Offers programmatic access to raw and aggregated data through an API, allowing for custom integrations and data analysis Adjust API Reference.

Pricing

Adjust operates on a custom enterprise pricing model, which is typical for mobile measurement partners. Pricing is generally determined by factors such as the volume of attributed installs, the specific features required (e.g., fraud prevention, advanced analytics), and the level of support needed. Prospective clients typically engage directly with Adjust's sales team to obtain a tailored quote based on their specific mobile marketing needs and anticipated data usage.

As of 2026-05-08, Adjust's pricing is not publicly disclosed on a tiered or fixed-rate basis.

Common integrations

• Google Ads: Integration for tracking Google Ads campaigns and attributing installs and in-app events to specific ad groups and keywords Adjust Google Ads Integration.
• Meta (Facebook Ads): Connects with Facebook Ads to measure campaign performance, including installs, conversions, and user engagement from Facebook and Instagram campaigns Adjust Facebook Integration.
• TikTok For Business: Facilitates measurement and attribution for TikTok ad campaigns, providing insights into user acquisition and in-app behavior Adjust TikTok Integration.
• AppLovin: As part of the AppLovin ecosystem, Adjust offers enhanced integration for measuring campaigns run through AppLovin's ad network Adjust AppLovin Integration.
• Unity: SDK integration for mobile games developed with the Unity engine, enabling comprehensive tracking of game installs and in-game events Adjust Unity SDK.
• Branch: While a competitor in some respects, MMPs like Adjust often integrate with deep linking providers like Branch to enhance attribution and user experience.
• Amplitude: Integration with product analytics platforms like Amplitude allows for deeper analysis of user behavior post-attribution, combining marketing and product insights Adjust Amplitude Integration.

Alternatives

• AppsFlyer: A leading mobile attribution and marketing analytics platform offering similar attribution, fraud prevention, and analytics capabilities.
• Branch: Primarily known for its deep linking technology, Branch also offers mobile attribution and analytics with a focus on cross-platform user journeys.
• Singular: Provides marketing analytics, attribution, and cost aggregation, aiming to unify data across various marketing channels.
• Kochava: Offers mobile attribution, analytics, and a data management platform for advertisers and publishers.
• Firebase Analytics: Google's free mobile analytics solution, which includes basic attribution features, primarily for apps integrated with the Firebase ecosystem Firebase Analytics documentation.

Getting started

To integrate the Adjust SDK into an iOS application using Swift, you typically add the SDK to your project and initialize it within your AppDelegate. This example demonstrates a basic setup for tracking app opens and a custom event.

import UIKit
import Adjust

@UIApplicationMain
class AppDelegate: UIResponder, UIApplicationDelegate {

    var window: UIWindow?

    func application(_ application: UIApplication, didFinishLaunchingWithOptions launchOptions: [UIApplication.LaunchOptionsKey: Any]?) -> Bool {
        // Configure Adjust SDK
        let yourAppToken = "{YourAppToken}"
        let environment = ADJEnvironmentSandbox // Use ADJEnvironmentProduction for production
        let adjustConfig = AdjustConfig(appToken: yourAppToken, environment: environment)
        
        // Optional: Set a delegate for deep links or other callbacks
        // adjustConfig.delegate = self
        
        // Initialize the Adjust SDK
        Adjust.appDidLaunch(adjustConfig)
        
        // Example: Track an event after a delay or user action
        DispatchQueue.main.asyncAfter(deadline: .now() + 5) {
            self.trackCustomEvent()
        }

        return true
    }

    func trackCustomEvent() {
        let eventToken = "{YourEventToken}"
        let adjustEvent = AdjustEvent(eventToken: eventToken)
        
        // Optional: Add event revenue
        // adjustEvent.setRevenue(1.23, currency: "USD")
        
        // Optional: Add event callback parameters
        // adjustEvent.addCallbackParameter("key", value: "value")
        
        Adjust.trackEvent(adjustEvent)
        print("Adjust: Custom event tracked.")
    }

    // Handle deep links (if adjustConfig.delegate is set)
    // func adjustDeeplinkResponse(_ deeplink: URL?) {
    //     if let url = deeplink {
    //         print("Adjust: Received deep link: \(url.absoluteString)")
    //         // Handle the deep link within your app
    //     }
    // }

    // Universal Links handling (iOS 9+)
    func application(_ application: UIApplication, continue userActivity: NSUserActivity, restorationHandler: @escaping ([UIUserActivityRestoring]?) -> Void) -> Bool {
        if userActivity.activityType == NSUserActivityTypeBrowsingWeb {
            if let webpageURL = userActivity.webpageURL {
                Adjust.appWillOpenUrl(webpageURL)
            }
        }
        return true
    }
    
    // Custom URL schemes handling (iOS 8 and below)
    func application(_ application: UIApplication, open url: URL, sourceApplication: String?, annotation: Any) -> Bool {
        Adjust.appWillOpenUrl(url)
        return true
    }

    // Custom URL schemes handling (iOS 9+)
    func application(_ app: UIApplication, open url: URL, options: [UIApplication.OpenURLOptionsKey : Any] = [:]) -> Bool {
        Adjust.appWillOpenUrl(url)
        return true
    }
}

Before running this code, you need to replace {YourAppToken} with your actual Adjust app token and {YourEventToken} with an event token configured in your Adjust dashboard. The ADJEnvironmentSandbox should be used for testing and development, switching to ADJEnvironmentProduction for live apps to ensure accurate data collection. Further details on SDK integration and advanced features are available in the Adjust iOS SDK documentation.