Adjust vS AppsFlyer: Which MMP is Right for You?
Selecting the right Mobile Measurement Partner (MMP) is a critical decision for any mobile app developer or marketer. Two of the leading platforms in this space are Adjust and AppsFlyer. Both offer robust mobile attribution and analytics solutions, but they come with distinct features, pricing models, and strengths. Making an informed choice between Adjust vs. AppsFlyer requires a clear understanding of your business needs, budget, and long-term marketing goals.
This guide provides a comprehensive comparison of these two mobile analytics platforms. We will explore their key features, pricing structures, and ideal use cases to help you determine which MMP is the best fit for your organization, whether you are a growing startup or an established enterprise.
What is a Mobile Measurement Partner (MMP)?
Before comparing the two platforms, it’s essential to understand the role of an MMP. A Mobile Measurement Partner is a third-party platform that helps app marketers measure and attribute campaign performance across various marketing channels. MMPs track user interactions, such as clicks and installs, and connect them to specific campaigns and media sources. This allows you to understand which channels are driving the most valuable users, calculate return on investment (ROI), and optimize your marketing spend effectively.
Adjust: Key Features and Strengths
Adjust is a powerful mobile analytics platform known for its focus on fraud prevention and granular data analysis. It offers a suite of tools designed to provide marketers with deep insights into their campaign performance.
Core Features:
- Mobile Attribution: Accurately attributes app installs and in-app events to the correct marketing channels and campaigns.
- Fraud Prevention Suite: Offers a comprehensive set of tools to detect and prevent ad fraud in real-time, protecting your marketing budget.
- Audience Builder: Allows for the creation of segmented user lists based on behavior and other attributes, which can be used for retargeting campaigns.
- Uninstalls & Reinstalls Measurement: Provides valuable data on user churn, helping you understand why users are leaving your app.
- Raw Data Export: Gives users access to raw, user-level data for more in-depth, custom analysis.
Adjust is often favored by businesses that prioritize data security and require sophisticated fraud detection capabilities. Its transparent pricing and detailed reporting make it a strong contender for data-driven marketing teams.
AppsFlyer: Key Features and Strengths
AppsFlyer is another industry-leading MMP, recognized for its extensive partner integrations and user-friendly interface. It boasts a massive market share and is known for its comprehensive ecosystem.
Core Features:
- Deep Linking: Offers a powerful deep linking solution (OneLink) that helps create seamless user experiences from ad click to in-app content.
- Extensive Integrations: Connects with thousands of marketing partners, making it easy to manage campaigns across a wide range of networks.
- Cost Aggregation: Automatically collects and normalizes cost data from all your ad networks, providing a complete picture of your ROI.
- TV Attribution: Provides tools to measure the impact of television advertising campaigns on mobile app installs.
- User-Level Attribution Data: Delivers detailed attribution data that can be used for cohort analysis and understanding user lifetime value (LTV).
AppsFlyer’s strength lies in its vast network of integrations and its focus on creating a holistic marketing analytics suite. It is an excellent choice for businesses that run campaigns across numerous channels and require a platform that can easily consolidate data from all of them.
Adjust vs. AppsFlyer: A Head-to-Head Comparison
Feature | Adjust | AppsFlyer |
Primary Strength | Advanced fraud prevention and data security. | Extensive partner integrations and user-friendly tools. |
Pricing Model | Tiered pricing based on attribution volume and features. | Tiered pricing based on the number of non-organic installs. |
Fraud Detection | Industry-leading, built-in fraud prevention suite. | Robust fraud protection, with additional features in higher tiers. |
Integrations | Strong network, but smaller than AppsFlyer’s. | One of the largest integration networks in the market. |
User Interface | Functional and data-rich, may have a steeper learning curve. | Intuitive and user-friendly, designed for ease of use. |
Ideal User | Mid-to-large enterprises with a strong focus on data analysis. | Startups and large enterprises that need a scalable, all-in-one solution. |
Which MMP is Best for Startups?
For startups, the decision between Adjust and AppsFlyer often comes down to budget, scalability, and ease of use.
- AppsFlyer often appeals to startups with its “Zero” free plan, which allows for up to 12,000 lifetime non-organic installs. This provides a risk-free way to get started with mobile attribution. The platform’s intuitive interface and extensive integrations also simplify the process of setting up and managing campaigns, which is a significant advantage for small teams with limited resources.
- Adjust may be a better fit for well-funded startups that are highly data-focused and concerned about ad fraud from the outset. While it may require a larger initial investment, its powerful analytics and fraud prevention can deliver significant long-term value.
Ultimately, the best choice depends on the startup’s specific needs and growth trajectory.
Drive Your Mobile Growth Strategy
Both Adjust and AppsFlyer are exceptional mobile analytics platforms that can provide the data and insights needed to grow your app. The right choice depends on your specific business requirements, technical resources, and budget. AppsFlyer offers unparalleled ease of use and a massive integration network, making it a great choice for many. Adjust provides best-in-class fraud prevention and deep data access, ideal for sophisticated marketing teams.
If you need further guidance on selecting and implementing the right marketing technology for your business, SJ Curve can help. We specialize in developing data-driven marketing strategies that deliver measurable results.