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Adjust experts

Attribute every install to its campaign, on iOS and Android.

Adjust is one of the reference MMPs to measure the campaigns of your app. As a Solutions Partner, we implement it and run it with your teams.

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EdgeAngel Adjust expertise

Integrate the SDK, hold iOS attribution, activate the data

01

Architecture and integration

An Adjust deployment that measures your mobile campaigns precisely, on iOS as on Android.

  • Data architecture: the acquisition KPIs, the events that carry them and the place of Adjust next to your analytics tool
  • Event integration: in-app events sent to the SDK, or relayed from GTM for iOS and Android or sGTM for Apps to build on your existing tagging
  • Adjust SDK v5: initialisation with ADJConfig, events with revenue and deduplication ID, SDK Signature, QA in the sandbox environment before production
  • Deep linking: Adjust links and TrueLink, deferred deep links at install, short link resolution
  • Audit and setup: audit of your Adjust Suite configuration, or a full setup from the account
02

iOS compliance and privacy

A compliant configuration in the iOS ecosystem, that measures with and without consent.

  • App Tracking Transparency: the ATT prompt triggered by the SDK, the consent waiting interval, and what remains measurable without IDFA, detailed on the iOS Tracking page
  • SKAdNetwork and AdAttributionKit: the conversion value schema in Conversion Hub, the postback endpoints, reading the results, detailed on the SKAdNetwork page
  • Sequencing with the CMP: the SDK starts after the choice in Didomi or your CMP, partner sharing follows the purposes, Google DMA signals set
  • GDPR: Adjust as processor, consent expiry and retention set per app, device erasure on request, Data Residency in Europe when the context requires it
  • Fraud prevention: the Fraud Prevention Suite filters and the Conversion Rules that reject doubtful installs and events before attribution
03

Activation and reporting

Attribution data connected to your ad platforms, your dashboards and your warehouse.

  • Ad platform connections: Meta, Google Ads, TikTok, Snap and Apple Ads linked by API, event mapping and sharing per partner
  • Exports and warehouse: real-time server callbacks and hourly files to your cloud storage, loaded into BigQuery with our Modern Data Stack offer
  • Dashboards: Datascape and its custom dashboards in Adjust, Data Studio or Power BI on the warehouse to cross with your other sources
  • Cohort analysis: retention, revenue per cohort and lifetime value, per campaign and per network
  • Support and training: your acquisition teams autonomous on Campaign Lab, the reports and the Pulse alerts

The tool

Adjust, our reading

Adjust is an MMP, a mobile measurement partner, published by Adjust GmbH in Berlin, founded in 2012 and an AppLovin company since April 2021. It attributes the installs and events of an app to the campaigns that produced them, across all ad networks, and acts as a neutral third party between the advertiser and the networks. Attribution is last-touch: deterministic matching on advertising identifiers and the Google Play referrer, probabilistic modelling as a fallback, and SKAdNetwork for ad networks on iOS since iOS 14.5. Default windows are 7 days for clicks, 24 hours for impressions and 6 hours for probabilistic matching.

SDK v5 is the current generation, Android 5.0.0 since August 2024, iOS and Android 5.8.0 since August 2026, with the SDK Signature built in. The dashboard is called Adjust Suite, the reports Datascape, the SKAdNetwork mapping Conversion Hub. Data leaves through real-time callbacks, hourly CSV files to a cloud storage and an aggregated reporting API.

Updated September 2026

What Adjust does very well: telling where the installs come from

An app acquires its users on ten networks at once, and every network claims every install. Adjust settles the matter: it receives the clicks and impressions of the self-attributing networks, Meta, Google Ads, TikTok, Snap or Apple Ads, matches them with the installs and events the SDK sends, and decides on the last touch. One attribution per install, the same in every report, with the fraud filters upstream to reject the installs that are not users. That is the purpose of the tool, and it does it well on iOS as on Android, deep linking included.

What Adjust really is: an attribution tool, not product analytics

Adjust measures campaigns. It counts installs, the events that follow, revenue and retention per cohort, and it does so per acquisition source. What it does not look at is the journey inside the app: screens, funnels and usage segments live in Firebase, Google Analytics or Piano Analytics. The two complement each other, and the tagging plan feeds them together: the same purchase event goes to Adjust with its deduplication ID and to analytics with its parameters. On iOS, what Adjust shows for users who decline the ATT prompt depends on the conversion value schema set in Conversion Hub: a choice to make before the first campaign launches.

SKAdNetwork and AdAttributionKit, the conversion value schema

Where Adjust stops: raw data leaves, it is not kept

Adjust's reporting API returns aggregates. Device-level data leaves another way: through real-time server callbacks, or through CSV files dropped every hour into your S3, Google Cloud Storage or Azure bucket. To cross attribution with your CRM, your sales and your media costs, it has to be loaded into a warehouse, BigQuery most often, and modelled. And Data Residency in Europe, when chosen, leaves out subscriptions, ad revenue and uninstalls: read it before choosing it. Long-term steering is therefore built in the warehouse, and our Modern Data Stack offer takes over.

Our Modern Data Stack and Data Pipelines offer

Sources : Attribution methods, Adjust Help Center · Privacy features, iOS SDK v5, Adjust developer documentation

Our expert notes : AdAttributionKit, ad campaign tracking on iOS 18 · Server-side GTM for Apps

Partnerships

Our Solutions Partner status with Adjust

Adjust lists us among its Solutions Partners. On a project, it means consultants who deploy the SDK, specify the in-app events, set the SKAdNetwork schema and work with the attribution daily, on iOS as on Android.

We work as an independent consultancy. The same expertise applies to AppsFlyer: which MMP you run is decided on your own context, and our work covers what you do with it.

See our partner listing at Adjust

Frequently asked questions about Adjust

Why use an MMP like Adjust?

To attribute each install and each in-app event to the campaign that produced it, with a single rule for every network. Each ad platform counts its own conversions and the figures add up beyond reality. Adjust receives the networks' clicks, matches them with the installs reported by the SDK, deduplicates, rejects fraud and returns an attribution that every team reads the same way.

What is the difference between Firebase and Adjust?

Firebase Analytics measures usage in the app: screens, events, retention, cohorts, and feeds Google Analytics and Google Ads. Adjust measures campaigns: it attributes installs and events to their source across all networks, Meta, TikTok and Apple Ads included, as a neutral third party. Most of the setups we build carry both, fed by the same tagging plan.

How does Adjust handle iOS and SKAdNetwork?

The SDK triggers the ATT prompt and waits for the user's choice. For those who accept, attribution goes through the IDFA; for the others, Adjust receives the SKAdNetwork and AdAttributionKit postbacks from the networks and reads the conversion value the app declared. That value schema is defined in Conversion Hub, and we write it with you from the events that matter.

Can I migrate from another MMP to Adjust?

Yes. The migration is prepared: inventory of events and campaign links, token mapping, double collection on a test version, then switching the links network by network. The attribution history of the former MMP is kept in your warehouse, not in Adjust. We frame the overlap period so that campaign steering keeps its sight.

Is Adjust GDPR compliant?

Adjust acts as a processor: you remain the controller. The tool documents device erasure on request, consent expiry and retention configurable per app, partner sharing purpose by purpose and the Google DMA signals. Data residency in Europe exists, with a reduced scope. Compliance depends on the configuration, which we set and document.

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Paul Schmitt

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."

The team