AppsFlyer vs Adjust: Pricing, Features and Fit

Both are mobile measurement partners: an SDK in your app, one set of attribution rules, and one number per campaign. On a feature list they look nearly identical, so don't start there. The real difference is packaging. AppsFlyer sorts features into three plans, while Adjust gives every plan a broad base and sells 16 Growth Solutions on top. Pick the wrong shape and you'll find out at renewal. New to the category? Our roundup of mobile attribution tools covers the wider field.

The short answer

• Starting paid campaigns on a small budget: AppsFlyer Growth, because you can work out the bill yourself.
• Small independent developer testing the water: Adjust Base, which is free for up to 12 months within its monthly limit.
• Owned media only, no paid ads: AppsFlyer Zero, which is built for exactly that.
• Large programs: get both quoted. Compare your full feature list against AppsFlyer Enterprise and against Adjust Core or Enterprise plus add-ons.

AppsFlyer vs Adjust at a glance

Pricing and plans

AppsFlyer pricing (as of November 2026)

AppsFlyer's pricing page lists three plans. Zero is free and meant for owned media; AppsFlyer says it isn't suitable for apps with paid activities. Growth is pay-as-you-go for startups beginning paid campaigns, at $0.07 per conversion once the Welcome Package runs out. Enterprise is custom. Zero and Growth both get that Welcome Package: 12,000 free conversions to use within 12 months of signing up, core marketing analytics, SKAdNetwork support and a 30-day trial of select premium add-ons.

A conversion means an app install, re-engagement or re-attribution driven by a campaign you measure with AppsFlyer. Run the arithmetic on 100,000 conversions a year: 88,000 billable in year one is $6,160, and $7,000 in year two. That's our arithmetic from the published rate, not a quote, and it assumes you stay on Growth. Adjust's page doesn't let you do the same sum.

Adjust pricing (as of November 2026)

Adjust's pricing page sizes plans by annual conversions. Base runs up to 18,000 and is for small independent developers. Adjust says it includes all features in Core, up to 1,500 monthly attributions for up to 12 months, with English email support. Core goes up to 250,000 and Enterprise starts over 2,500,000; both mean a sales conversation, with volume discounts. The page doesn't say what happens to a Base account after month 12, so ask.

Then come the add-ons. Sixteen Growth Solutions are available for extra purchase on Core and Enterprise, including TrueLink, CTV AdVision, RevWorks, SpendWorks, Web Attribution, the Fraud Prevention Suite, Audience Builder, Data Residency, InSight and PC & Console. SSO and 2FA are add-ons too, while AppsFlyer's table marks both on every plan. Prices for Adjust's add-ons aren't published.

Attribution and iOS measurement

On iOS the two are closer than the marketing suggests. AppsFlyer puts SKAN Conversion Studio and SKAN null conversion value modeling on every plan, then adds conversion value recommendations, SKAN LTV modeling and Single Source of Truth from Growth, and its help center says Apple Ads postbacks use AdAttributionKit from iOS 26.2, so apps should send it copies of both SKAdNetwork and AdAttributionKit postbacks. Adjust's FAQ says it doesn't charge for its iOS 14+ and SKAdNetwork solutions. Its iOS toolkit includes Conversion Hub, which maps conversion values for SKAN 3, SKAN 4 and AdAttributionKit, along with SKAN Analytics and KPI modeling.

Cross-platform is where the packaging bites. AppsFlyer's comparison table marks real-time cross-device and web attribution, conversion paths and CTV/OTT measurement as Enterprise only, and it also sells a PC and console product covering Steam, Epic, PlayStation, Xbox and Nintendo. Adjust lists TV attribution among its included features, then sells Web Attribution, CTV AdVision and PC & Console as add-ons. So a game studio talking to either vendor should ask for those lines to be priced in the quote.

Deep linking

AppsFlyer's Deep Linking Suite runs on OneLink and grows by plan. Zero covers short links, deep links, QR codes and link management. Growth adds deferred deep linking, Smart Banners, branded links and referrals. Enterprise adds bulk links, email provider integration and the OneLink API. Adjust lists direct and deferred deep linking as included, and sells TrueLink as the fuller product: branded links on custom domains, one link that works across platforms, and management through the dashboard, APIs, spreadsheets or scripts. Smart Banners are an Adjust add-on as well.

If links are the core of your growth loop, don't buy on this comparison alone. Test a real journey on both, including a user who doesn't have the app yet.

Fraud protection

You can't judge detection quality from a feature list, so start with where protection sits. AppsFlyer gives Growth basic fraud protection. Protect360, post-attribution protection and in-app event fraud protection are marked Enterprise. Adjust's Fraud Prevention Suite is an add-on for Core and Enterprise, so Base doesn't get it. Adjust says it rejects fake installs before you pay for them and covers SDK spoofing, click injection, device farms and click spamming, with real-time rejection reasons sent to partners. Ask each vendor what happens to a rejected install on your invoice.

Analytics, raw data and AI

Raw data is a real dividing line. Adjust's pricing page lists unlimited raw data access and an unlimited Report Service API among its included features. AppsFlyer marks its Push API, Pull API and Data Locker as Enterprise, and its FAQ counts API access as premium, though Growth gets aggregated data APIs. If your analysts live in a warehouse, that's worth a direct question. Revenue is similar: AppsFlyer marks in-app purchase, subscription and ad-revenue measurement as Enterprise, while Adjust sells RevWorks, Subscription Measurement and Purchase Verification as add-ons.

For testing lift, AppsFlyer puts incrementality experiments on Enterprise and Adjust sells InSight as an add-on. Adjust also describes marketing mix modeling on its Recommend page; our roundup of marketing mix modeling software covers dedicated tools. On AI, AppsFlyer has an AI Assistant, a hub of ready-made agents and an MCP server still labeled beta. Adjust has Growth Copilot inside Datascape and an MCP server for aggregated data. Both change often, so check what's generally available on your plan.

Who each is for

• AppsFlyer fits teams that want to start paid campaigns at a known unit price, and larger brands that want cross-device, CTV and fraud tools under one custom contract.
• Adjust fits small independent developers who want the Core feature set free for a limited time, and mid-size or large teams that prefer to choose add-ons one at a time and want raw data in the base product.

Limits of each

• AppsFlyer: Zero isn't for paid campaigns, so it can't test your ad spend.
• AppsFlyer: many features a growing team asks for (raw data APIs, web attribution, Protect360, revenue measurement) are marked Enterprise, and the jump from $0.07 per conversion to a custom contract is unpublished.
• AppsFlyer: in June 2026 it announced a signed agreement for minority, non-controlling investments from Moloco, Google, Meta and Unity, subject to closing conditions including regulatory approvals. AppsFlyer says investors get no preferential treatment. If most of your spend goes to those companies, ask how your data is handled.
• Adjust: no published price above Base, so you can't budget without sales, and add-ons make quotes harder to compare.
• Adjust: Base has a time limit, English email-only support and no Growth Solutions.
• Adjust: it's an AppLovin company, and AppLovin also sells advertising. If you buy AppLovin media, ask how your measurement data is handled.

Which should you choose

Write down three numbers and one list before you talk to anyone: expected conversions for the next 12 months, ad networks in use, monthly ad spend, and the features you actually need. Now price that list. On AppsFlyer, the question is whether you can stay on Growth or the list pushes you to Enterprise. On Adjust, the question is how many Growth Solutions you have to add to Core.

Small and paid? AppsFlyer Growth is the easier first step, because the price is on the page. Small and experimenting? Adjust Base gets you the Core feature set for free while you learn, as long as you stay under the limit. Big and multi-platform? Get two quotes for the same list. The better deal will depend on the discount you negotiate, and no page can tell you that.

Alternatives worth a look

Singular, Branch, Kochava, Tenjin and Airbridge are compared in our guide to the best mobile attribution tools. If you need credit across web and CRM journeys, not app installs, see our roundup of marketing attribution software. Once the users arrive, keeping them is a different job, covered in our list of mobile marketing platforms.

Frequently Asked Questions

Is AppsFlyer or Adjust cheaper?
You can't tell without a quote. AppsFlyer publishes one price: Growth costs $0.07 per conversion after a first-year allowance of 12,000 free conversions, as of November 2026. Adjust publishes no price above its free Base plan; Core and Enterprise go through sales with volume discounts. AppsFlyer Enterprise is custom too.

Do AppsFlyer and Adjust have free plans?
Both have free entry points with limits. AppsFlyer Zero is free but is described as not suitable for apps with paid activities. Adjust Base is free for small independent developers, with up to 1,500 monthly attributions for up to 12 months and English email-only support.

Who owns Adjust?
Adjust's website footer carries an "An AppLovin company" badge, and its copyright line reads Adjust GmbH. AppLovin's own site sells advertising to mobile game audiences.

What counts as a conversion?
AppsFlyer defines a conversion as an app install, re-engagement or re-attribution driven by a campaign you measure with it; organic installs and actions aren't counted. Adjust prices on annual conversions and lists unlimited organic installs, impressions and clicks, but its pricing page doesn't spell out a full definition, so confirm how reattributions count in your quote.

Which has better fraud protection?
The bigger practical difference is where fraud protection sits. AppsFlyer includes basic fraud protection on Growth and puts Protect360 on Enterprise. Adjust sells its Fraud Prevention Suite as an add-on for Core and Enterprise. Neither vendor's page gives you an independent way to compare detection quality.

Can I switch from AppsFlyer to Adjust, or the other way round?
Yes, but plan for an SDK change and for numbers that won't match during the move. Adjust says it has dedicated support for migrations, and AppsFlyer's comparison table lists migration and onboarding support on Enterprise.