Mobile attribution and app analytics platform
Adjust is the best mobile attribution platform for Indian gaming and fintech apps. It's 30–50% cheaper than AppsFlyer, has a simpler interface, and integrates natively with Indian ad networks (InMobi, Moj). Adjust's Protect Fraud detection automatically blocks fraudulent installs — critical when 20–40% of gaming app installs can be fraud. For dream11, Navi, Paytm, and other large Indian apps, Adjust is the standard. The only reason to choose AppsFlyer over Adjust is if you need deeper global ad network integrations or Apple Search Ads optimization.
Adjust is a mobile attribution and app analytics platform founded in 2012 in Berlin. It tracks where app installs come from, measures ROI on mobile user acquisition (UA) spending, and detects fraudulent installs in real-time. Adjust is used by some of India's largest apps — Dream11, Navi, UC Browser — and is particularly popular in gaming and fintech where fraud and cost-per-install optimization are existential.
Adjust's core strength is mobile attribution — it connects your ad network spend (Facebook, Google, InMobi, Moj) to actual user behavior in your app. This lets you answer questions like: "What's my payback period from Moj ads vs Google UAC?" and "Which user acquisition channels have the lowest churn?" Adjust's Protect Fraud engine uses machine learning to identify and flag fraudulent installs, click spamming, and bot traffic — essential for gaming where attribution fraud can inflate your UA costs by 30–40%.
Quick facts: Founded 2012 · Berlin, Germany · Offices in Mumbai and San Francisco · 500+ customers · SOC 2 Type II · iOS and Android · GDPR, CCPA, LGPD compliant
Track users across ad networks and campaign touchpoints. Understand which channels and campaigns drive the highest-LTV users, not just the highest install volume.
Machine learning identifies fraudulent installs, click spamming, and bot traffic in real-time. Automatically blocks known fraud sources. Critical for gaming apps where fraud can be 20–40% of traffic.
Calculate payback period and ROAS (Return on Ad Spend) by channel, campaign, and creative. Compare Moj vs InMobi vs Google UAC side-by-side to optimize spend allocation.
Full support for iOS 14.5+ privacy changes. Adjust's SKAdNetwork integration lets you measure iOS UA even as IDFA attribution becomes unavailable.
Create user cohorts from attribution data and send them to ad networks for lookalike targeting and retargeting campaigns. Close the loop between attribution and acquisition.
Connects to all major ad networks (Facebook, Google, Snapchat, TikTok, InMobi, Moj) and analytics platforms (Mixpanel, Amplitude, Segment).
The classic mobile attribution choice for Indian app teams.
| Criteria | Adjust | AppsFlyer | Winner |
|---|---|---|---|
| Fraud Detection | Excellent (Protect) | Good (Fraud Guard) | Adjust (slight edge) |
| ROI Tracking | Excellent | Excellent | Tie |
| Ease of Setup | Simpler UI | More complex | Adjust |
| Ad Network Integrations | 400+ | 600+ | AppsFlyer |
| Indian Ad Networks | Strong (InMobi, Moj) | Good | Adjust |
| Pricing (100K–500K MAUs) | ₹2–5L/mo | ₹3–8L/mo | Adjust (30–50% cheaper) |
| Free Plan | ✅ 30K MAU free | ❌ No free plan | Adjust |
| Indian Support | Mumbai office, local team | US-based, good support | Adjust |
Adjust pricing is based on Monthly Tracked Events (MTE). Free tier very generous. At 1 USD = ₹84.
Sign up at adjust.com, create an organization, and add your iOS and Android apps separately (Adjust tracks them separately, like AppsFlyer).
Add the Adjust SDK via CocoaPods (iOS) and Gradle (Android). Initialize with Adjust.create() in your app startup. The SDK is lightweight — typically adds <100kb to app size.
Track: install (automatic), first_open (automatic), signup, first_transaction, tutorial_completed. Use Adjust.trackEvent() for custom events.
In the Adjust dashboard, connect Facebook Ads, Google UAC, InMobi, Moj, and any other networks you use. One-click setup for most networks.
Enable Protect Fraud (automatic). Review your fraud detection dashboard weekly — Adjust flags suspicious install patterns in real-time. Create a Cohort of "clean installs" for lookalike targeting in your ad networks.
More ad network integrations, global reach. More expensive and complex UI.
Choose when: Large budget, need every global ad network integrationDeep linking + attribution combined. Good for app growth but weaker fraud detection.
Choose when: Deep linking is critical, want one platform for everythingMarketing analytics + attribution. More focused on marketing teams than product teams.
Choose when: Marketing team needs both attribution and cohort analytics