Comparison · Attribution
AppsFlyer vs Adjust
We have run campaigns through both. The honest summary is that the choice matters less than almost anyone selling you one will suggest – and the things that do differ are rarely on the comparison pages.
The short answer
Both attribute accurately, both integrate with every network you are likely to use, and both handle SKAdNetwork within the same constraints Apple sets for everyone. For a typical subscription app spending under a few hundred thousand a month, you will do fine with either.
Choose on the things that actually vary between them: how the pricing lands at your volume, how much fraud protection you need, and – the one nobody quantifies – which interface your team will still be using properly in six months.
| AppsFlyer | Adjust | |
|---|---|---|
| Market position | The larger install base; more third-party integrations built against it first | Strong European presence, now part of AppLovin |
| Pricing shape | Quoted on attributed conversions plus modules | Quoted on attributed conversions plus modules |
| Fraud tooling | Protect360, extensive and heavily marketed | Fraud Prevention Suite, comparable in practice |
| Interface | More surface area, more to learn | Cleaner, fewer places to get lost |
| Ecosystem | Broader partner marketplace | Tighter with AppLovin's stack post-acquisition |
Source: Positioning as of September 2026. Neither vendor publishes list pricing; verify current terms directly.
What does not differ, despite the marketing
iOS measurement quality. SKAdNetwork is Apple's system. Both receive the same postbacks under the same privacy thresholds. Vendor differences are in the tooling around your schema, not in what Apple returns.
Attribution accuracy on Android. Deterministic matching is deterministic. There is no meaningful accuracy gap for standard install attribution.
Network coverage. Both integrate with everything mainstream. This only matters if you depend on something unusual.
The questions worth asking on both calls
Ask for the quote at your actual projected conversion volume for the next twelve months, not today's – both price on volume and both get materially more expensive as you grow. Ask exactly which modules are included versus extra, because the base quote and the useful configuration are often different numbers.
Ask what happens to historical data if you leave. Ask how their team supports SKAdNetwork schema design specifically, since that is where a good vendor relationship earns its money. And ask for a reference customer of your size in your category, not their largest logo.
Our actual recommendation
Pick one, configure it properly, and stop thinking about it. We have watched teams spend more time evaluating MMPs than they later spent designing the conversion value schema that determines what the MMP can tell them.
The schema, the event taxonomy and the discipline to keep them stable matter far more to your measurement quality than which of these two logos is in your stack.
Questions people actually ask
- Which one is cheaper?
- Neither publishes list pricing, and both quote on attributed conversions plus modules, so the answer depends on your volume and what you switch on. Get both quotes with the same event volume and the same module list, or you are not comparing anything.
- Can I migrate later?
- Yes, and it is a real project – SDK swap, event re-mapping, network re-integration, and a period where historical comparisons break. Budget several weeks and expect a discontinuity in your trend lines. Choose deliberately rather than planning to switch.
- Does the choice affect iOS measurement?
- Not fundamentally. SKAdNetwork constraints are Apple's and identical for everyone. What differs is the tooling around the schema – how easy it is to configure, model and reconcile – which matters more day to day than most feature comparisons admit.
- Do ad networks care which MMP I use?
- Both are integrated with essentially every network that matters, so this is rarely a deciding factor. If you depend on a niche network, check that specific integration before signing.
- What if I have no MMP yet?
- Get one before you spend meaningfully on iOS. Without a place for SKAdNetwork postbacks to land and be decoded, you cannot reconcile Apple Search Ads, Google App Campaigns and Meta into a single view, and every channel will claim the same installs.
The part that matters more than the vendor.
Whichever you pick, the conversion value schema decides what iOS can tell you. We wrote up how to design one that answers a real question.