Adjust — Competitor Profile
Category: Mobile Measurement Partner (MMP)
Website: adjust.com
Founded: 2012 | HQ: Berlin, Germany
Funding: Acquired by AppLovin (2021) for ~$1B
Status: Active, part of AppLovin ecosystem
Positioning
Adjust is a privacy-focused Mobile Measurement Partner, now part of AppLovin. It emphasizes SKAdNetwork/AdAttributionKit support, fraud prevention, and data transparency. Deep linking is offered via TrueLink (their branded deep linking product) but is secondary to attribution and analytics. Strong in privacy-regulated markets (EU, APAC).
Features
Deep Linking & Link Management (TrueLink)
| Feature | Details |
|---|
| Standard Deep Links | ✅ Universal Links (iOS) + App Links (Android) |
| Deferred Deep Links | ✅ Full support — including deferred on reinstall |
| Custom Branded Domains | ✅ Via TrueLink branded links |
| Link Analytics | ✅ Basic click and conversion tracking |
| QR Code Generation | ✅ Available |
| Social Preview (OG Tags) | ✅ Customizable via TrueLink |
| Re-Engagement Links | ✅ Retarget existing users via deep links |
| Audience-Based Deep Links | ✅ Dynamic segmentation linked to TrueLink |
Attribution (Core Product)
| Feature | Details |
|---|
| Mobile Attribution | ✅ Real-time multi-channel attribution |
| Multi-Touch Attribution | ✅ Referrals, mobile web, organic, TV |
| Rich In-App Events | ✅ Configurable event tracking |
| Lookback Windows | ✅ Configurable |
| SKAdNetwork (SKAN) | ✅ Advanced SKAN tooling and AdAttributionKit integration |
| Privacy Sandbox Support | ✅ Active development |
| Cross-Platform Attribution | ✅ Mobile + web + CTV |
| CTV/OTT Attribution | ✅ Supported |
| SDK-less Integration | ✅ Available |
Fraud Prevention
| Feature | Details |
|---|
| Real-Time Fraud Detection | ✅ Blocks fraudulent traffic before it impacts reports |
| Click Flood Protection | ✅ |
| Install Farm Detection | ✅ |
| Device Anomaly Detection | ✅ |
| ML-Based Predictive Analytics | ✅ |
| Conversion Rules | ✅ Flexible, real-time fraud control |
Analytics & Segmentation
| Feature | Details |
|---|
| Cohort Analysis | ✅ |
| Automated Reporting | ✅ |
| Full Data Transparency | ✅ Raw data access |
| Audience Segmentation | ✅ Behavioral, event-based, lifecycle-stage segmentation |
| Retargeting Lists | ✅ Build, download, share custom user lists |
| Feature | Details |
|---|
| SDK Platforms | iOS, Android, Flutter, React Native, Unity, Cordova, SmartTV, Roku |
| REST API | ✅ Full API |
| Webhooks | ✅ |
| Google Ads Integration | ✅ |
| Meta Advanced Mobile Measurement | ✅ (including Engaged Views) |
| Amplitude Integration | ✅ Product + marketing data |
| 3rd-Party Integrations | 1,000+ partners |
Pricing & Plans
Sources: adjust.com/pricing + third-party data (Capterra, G2, ChottuLink comparison). Adjust publishes a free tier but paid plans are usage-based and custom-negotiated.
Base (Free)
| Quota / Feature | Limit |
|---|
| Monthly Attributions | Up to 1,500 |
| Duration | Up to 12 months free |
| Deep Linking (TrueLink) | ✅ Direct + deferred deep linking |
| Fraud Prevention | Basic (limited) |
| Email Support | ✅ |
| Advanced Analytics | ❌ |
| Audience Segmentation | ❌ |
| Custom Pricing | ❌ |
| Credit Card Required | ❌ |
| Price | $0 |
Core (Paid)
| Quota / Feature | Limit |
|---|
| Monthly Attributions | Scales with usage |
| All Base features | ✅ |
| Fraud Prevention Suite | ✅ (full) |
| Audience Segmentation | ✅ |
| Advanced Analytics | ✅ |
| Cohort Analysis | ✅ |
| Automated Reporting | ✅ |
| Support | Email + (possible) account management |
| Price | ~$79–$199/month (estimated, varies by volume) |
Enterprise
| Quota / Feature | Limit |
|---|
| Monthly Attributions | Custom (unlimited) |
| All Core features | ✅ |
| Custom Integrations | ✅ |
| SDK-less Integration | ✅ |
| CTV/OTT Measurement | ✅ |
| Priority Support | ✅ |
| Dedicated CSM | ✅ |
| Price | ~$2,000–$4,500/month (estimated; ChottuLink cites $2,250–$4,500 at 150K MAU) |
Pricing at Specific MAU Volumes
Based on ChottuLink's comparison data (July 2026) and third-party estimates:
| MAU | Estimated Monthly Cost |
|---|
| 1.5K | $0 (Base, first 12 months) |
| 25K | ~$79–$149/month |
| 100K | ~$1,500–$3,000/month |
| 150K | ~$2,250–$4,500/month |
Strengths
- Privacy-first positioning — best SKAdNetwork / AdAttributionKit implementation among MMPs
- Strong fraud prevention — real-time blocking (not just post-hoc detection); ML-powered
- TrueLink deep linking — solid deferred linking with audience-based personalization
- AppLovin ecosystem — synergies with AppLovin's ad tech and monetization stack
- Data transparency — raw data access; no black-box analytics
- EU/APAC strength — trusted in privacy-regulated markets
Weaknesses
- Custom/negotiated pricing — no published rate card for paid plans
- Expensive at scale — $2,250–$4,500/month at 150K MAU per ChottuLink analysis
- Deep linking is secondary — TrueLink is good but not the core product; less polished than Branch
- No Journeys equivalent — no web-to-app smart banners
- AppLovin dependency — acquisition creates potential conflicts of interest for non-AppLovin advertisers
- Free tier is time-limited — 12 months only, unlike Branch/ChottuLink which are ongoing
How It Compares to OptoLink
| Dimension | Adjust | OptoLink |
|---|
| Core Focus | Privacy-focused MMP (attribution + fraud + analytics) | Deep linking + click tracking + billing |
| Deep Linking Quality | Solid (TrueLink) | Targeting best-in-class |
| Attribution | Full MMP — multi-channel paid UA | Link-level only |
| Fraud Prevention | ✅ Best-in-class (real-time) | ❌ Not in scope |
| Pricing Model | Usage-based, custom-negotiated | TBD |
| Target Market | Privacy-regulated markets (EU, APAC), enterprises | SaaS businesses; mid-market |
| Free Tier | 1,500 attributions, 12 months | TBD |
| REST API | ✅ | ✅ |
Sources
Profile created: 2026-07-30 | See glossary.md for term definitions