AppsFlyer or Adjust: which should your app use?
By Ahmed Fawzi
Published 2026-10-04 ยท Updated 2026-10-04
What do AppsFlyer and Adjust both do?
Both are MMPs. An MMP is a neutral tool that tells you which ad or channel brought each install and what that user did next.
- Attribution across Meta, Google, TikTok, Snapchat, Apple Ads and ad networks.
- In app event and revenue tracking, sent back to ad platforms for optimization.
- iOS SKAdNetwork support for privacy era measurement.
- Deep links: AppsFlyer calls its product OneLink, Adjust calls its product TrueLink.
- Fraud protection: AppsFlyer Protect360, and Adjust's fraud prevention tools.
For most apps in Egypt and the Gulf, either tool can do the job. The bigger risk is a weak setup, not the wrong brand.
AppsFlyer vs Adjust: side by side
| AppsFlyer | Adjust | |
|---|---|---|
| Free start | Welcome Package: 12K free conversions in the first year (Zero and Growth plans) | Base plan: free for up to 1,500 conversions a month in the first year |
| Paid pricing | Growth: $0.07 per conversion after the Welcome Package. Enterprise: custom | Core and Enterprise: custom pricing with volume discounts |
| Published plan sizes | Not tied to volume bands on the page | Base up to 18,000 a year, Core up to 250,000 a year, Enterprise above 2,500,000 a year |
| Deep linking | OneLink | TrueLink (add on for Core and Enterprise) |
| Fraud protection | Protect360, part of Enterprise | Fraud prevention, add on for Core and Enterprise |
| Ownership | Independent company | Owned by AppLovin since 2021 |
| Best fit | Teams that want a public price to start and grow | Teams that want a free first year at low volume, then a negotiated deal |
Prices and plan details come from each company's pricing page in October 2026. They change often, so get written quotes.
Which one is cheaper?
It depends on your volume and on what you can negotiate.
- At very low volume, both are free for the first year.
- AppsFlyer Growth is easy to forecast: 30,000 paid conversions a month is about $2,100 at $0.07 each.
- Adjust Core has no public price, so you can only compare after you get a quote.
- Fraud tools and deep links can be add ons on both. Compare the full bundle you need, not the base plan.
Ask both vendors for a quote based on the same 12 month forecast of paid installs. Then compare total yearly cost.
What we learned migrating a fintech app
We migrated a leading Egyptian fintech app from AppsFlyer to Adjust. The team needed reliable tracking before scaling, so we fixed measurement first.
After that, the app reached 1 million registered users in 9 months, 3 months ahead of plan. Customer acquisition cost (the cost to win one customer) fell about 43% in total while spend scaled.
Our lesson: tracking you trust comes before scale. A clean setup on either tool beats a messy setup on any tool.
Does your market change the choice?
Not much, but your iPhone share does. iOS is about 52% of mobile use in Saudi Arabia, 22% in the UAE and 12% in Egypt (StatCounter, August 2026).
If you grow mainly in Saudi Arabia, test how each tool reports iOS SKAdNetwork data in its dashboard. If you grow mainly in Egypt, Android volume is high, so compare the yearly cost at your full Android install forecast and check how each tool flags fake Android installs.
Also ask which tool your developers and your agency already know well. Experience shortens setup and cuts errors.
How should you decide?
- Forecast your paid installs for the next 12 months.
- Get written quotes from both, including fraud tools and deep links.
- Ask about support hours, Arabic speaking support and response times in your time zone.
- Ask your developers which SDK they find easier to maintain.
- Check that both connect to the networks you plan to use in Egypt, Saudi Arabia and the UAE.
- Ask Adjust how it keeps your data separate from AppLovin's ad business, if that matters to you.
- Run a two week demo with your own data before you sign.
How do you switch from one MMP to another safely?
- Keep the same event names, so reports stay comparable.
- Add the new SDK and run both tools in parallel for a few weeks.
- Reconnect every ad partner and postback in the new tool.
- Replace tracking links in ads, SMS, QR codes and influencer posts.
- Compare installs and events between both tools and your backend.
- Remove the old SDK only when the numbers match.
Related guides
What is AppsFlyer, and does your app need it?
Sources
AppsFlyer, Pricing plans (Zero, Growth, Enterprise)
Adjust, Pricing plans (Base, Core, Enterprise)
AppsFlyer Help Center, OneLink guide
AppsFlyer, Protect360 announcement
Adjust Help Center, TrueLink deep linking
Business Wire, AppLovin completes acquisition of Adjust (April 2021)
Airbridge, Mobile attribution pricing, plans and contract terms compared (August 2026)
StatCounter, Mobile OS market share in Saudi Arabia (August 2026)
StatCounter, Mobile OS market share in the UAE (August 2026)
FAQ
Is Adjust better than AppsFlyer?
Neither is better for every app. Both cover attribution, events, deep links and fraud, so choose on price at your volume, support and how easy the setup is for your team.
Is Adjust free?
Adjust's Base plan is free for up to 1,500 conversions a month in the first year. Core and Enterprise plans are custom priced.
Who owns Adjust?
AppLovin completed its acquisition of Adjust in April 2021.
Can I run AppsFlyer and Adjust at the same time?
Yes, for a short migration period. Running both in parallel lets you compare numbers before you remove the old SDK.
Will switching MMP lose my historical data?
Your old reports stay in the old tool while your account is active, so export what you need first. Keep the same event names in the new tool to compare periods.
Choosing or switching an MMP? We set up tracking that you can trust before you scale. See our Mobile App Growth service