Adjust

Adjust is a mobile measurement and attribution platform for app marketers, owned by AppLovin and priced by annual conversion volume.

Adjust tells an app team which ad network, campaign or link brought each install, and what those users did afterwards. Founded in 2012, Adjust GmbH builds it in Berlin, and it has been an AppLovin company since April 2021. It gathers installs, in-app events and revenue from mobile, web, connected TV, PC and console into one set of reports. Marketing and product teams then work from the same numbers when they judge a campaign. The suite is split into six areas named Measure, Analyze, Recommend, Automate, Protect and Engage. Measure attributes installs to clicks and impressions, including across devices, and reattributes lapsed users who return through retargeting. SKAdNetwork conversion values are mapped in the Conversion Hub, and events can arrive from the app or straight from a server. Analyze adds the Assists user paths report and cost and revenue reporting beside Datascape and the Report Service API. Protect runs the Fraud Prevention Suite against SDK spoofing, click injection, device farms and click spamming, while TrueLink handles deep links and Adjust Growth Copilot answers questions in plain language. Adjust is built for app developers who buy installs from several ad networks and need one answer on what each one delivered. A small team can start on Base. Medium and large developers move to Core or Enterprise, quoted by annual conversion volume. Fraud prevention, web attribution, audiences, connected TV measurement and spend aggregation are Growth Solutions bought as add-ons on those plans. Most of the work is reading which campaigns bring users who stay and pay, then moving budget toward them. Marketers pull spend from each network through SpendWorks so return on ad spend sits beside installs, then compare retention by install cohort. Raw data exports and server callbacks pass device-level records into a team's own analytics and internal systems. Teams running television campaigns use CTV AdVision to tie connected TV ads to the mobile installs that follow. For an app whose budget is spread across many networks, Adjust is where each install is traced back to the money that bought it.