Platform guide · · By Cald
AppsFlyer vs Adjust vs Singular vs Airbridge vs Tenjin
Five mobile measurement partners, ten head-to-head comparisons, and a quiz to build your business’s shortlist.
Choose an MMP around the decisions your team needs to make. AppsFlyer and Adjust belong on a broad mobile measurement shortlist. Singular deserves a close look when cost-data consolidation drives the project. Airbridge is worth evaluating for connected web-to-app journeys. Tenjin is a useful starting point for lean mobile-game teams.
Those are evaluation starting points, not exclusive capabilities or measured rankings. This guide compares five selected solutions using their public product documentation, reviewed October 30, 2026. It is not an exhaustive MMP directory or a hands-on performance benchmark. Branch and Kochava, for example, are outside this comparison.
What an MMP does—and what to keep separate
A mobile measurement partner connects acquisition activity to app installs and subsequent events. Depending on the product and contract, it can also provide deep links, cost imports, revenue reporting, fraud controls and data exports. Confirm those requirements against your actual networks, platforms and subscription tier.
Attribution assigns credit under a set of rules. Incrementality asks whether advertising caused additional outcomes. A vendor offering both does not make the two reports interchangeable. Use an MMP for operational campaign measurement, then design experiments for causal questions.
For iOS, Apple’s AdAttributionKit builds on SKAdNetwork and limits the information in attribution postbacks. An MMP cannot promise unrestricted customer-level visibility from these signals. Ask each vendor to demonstrate its supported SDK version, postback setup, conversion mapping and reporting limitations for your app. Apple’s ad attribution overview.
The five-solution comparison
| MMP | Useful starting hypothesis | Ask the vendor to prove |
|---|---|---|
| AppsFlyer | A broad measurement and campaign-linking platform. | Your network integrations, OneLink journey and required raw-data access. |
| Adjust | Mobile measurement with campaign operations and fraud-control requirements. | Your reporting workflow, fraud package and export entitlements. |
| Singular | Attribution plus consolidated campaign cost and ROI reporting. | Cost coverage, normalization and reconciliation for your exact accounts. |
| Airbridge | Measurement spanning web and app acquisition journeys. | Identity continuity, attribution rules and deferred deep links in your funnel. |
| Tenjin | A lean mobile-game team combining acquisition and monetization analysis. | Your ad-revenue sources, cohort reporting and billable install volume. |
AppsFlyer: start with breadth and campaign links
AppsFlyer combines app measurement with OneLink links and a wider measurement suite. It is a sensible first demo when your brief spans multiple acquisition channels and linking journeys. That breadth is useful only when the modules you need are included in the proposal. Measurement suite · OneLink.
Evaluation question: can the team show a click, install, in-app outcome and usable export for your actual network stack? Test installed and uninstalled app journeys separately. Compare against Adjust for your operators’ daily workflow and against Airbridge for a web-to-app funnel.
iOS detail: AppsFlyer documents a Single Source of Truth workflow for combining attribution methods and deduplicating overlap. Ask how the proposed reports distinguish observed, aggregate and modeled results. SSOT documentation.
Adjust: start with mobile campaign operations
Adjust is another broad mobile measurement option. Its product and pricing pages distinguish core measurement from additional capabilities, including fraud prevention. Evaluate the specific package rather than assuming that every product shown on the website is bundled. Adjust measurement · Plans and packages.
Evaluation question: can your user acquisition manager reconcile a network campaign, investigate a suspicious result and export the evidence without extra manual work? Compare its setup and workflow with AppsFlyer using the same task list. Check which fraud controls and support commitments are contractual.
Operations detail: Adjust documents server callbacks and fraud rejection reporting. Its iOS guide includes configuration for copies of SKAdNetwork and AdAttributionKit postbacks. Fraud suite documentation · iOS setup.
Singular: start with the cost-to-revenue workflow
Singular emphasizes bringing attribution and campaign cost into a normalized reporting model. That makes it a strong evaluation candidate when spreadsheet reconciliation across ad accounts is the immediate problem. This is a product emphasis, not a claim that the other vendors lack cost reporting. Singular’s product overview.
Evaluation question: can it match your network costs to the right campaigns, currencies and revenue cohorts? Bring an example with renamed campaigns, multiple accounts and late-arriving spend. Compare it with AppsFlyer or Adjust on those exact inputs, including the cost of exports.
Data detail: Singular’s cost aggregation and Marketing ETL offering are directly relevant to a warehouse reporting brief. Confirm the export schema and packaging. It also documents SKAN setup with links to AdAttributionKit postback instructions. Cost aggregation · Apple attribution setup.
Airbridge: start with the web-to-app journey
Airbridge positions its platform around web and app measurement, including deep linking. It deserves a demo when users discover your product on the web and convert later in the app. Cross-platform coverage still requires an explicit identity and attribution design. Airbridge product overview · Documentation.
Evaluation question: can it explain the measurement path from a web landing page through app installation to a purchase? Compare it with AppsFlyer using the same installed-app, new-install and anonymous-to-signed-in scenarios. Ask which relationships are observed, modeled or unavailable.
Plan detail: Core lists Google, Meta, Apple Ads and TikTok. Growth adds wider networks, custom events and raw exports. Check the supported SKAN workflow and ask for an explicit AdAttributionKit demonstration; this review did not establish its full coverage. Airbridge plan comparison.
Tenjin: start with lean mobile-game measurement
Tenjin is particularly relevant to evaluate for mobile games with paid acquisition, in-app purchases and advertising revenue. Its public plans make initial cost modeling approachable. The right choice still depends on network coverage, data access and your monetization setup. Tenjin overview · Pricing.
Evaluation question: can a small team get from install and ad revenue to a useful acquisition cohort without building another reporting pipeline? Compare with Singular if cost consolidation is central, or Adjust if your operating requirements extend beyond the lean gaming workflow.
iOS and data detail: Tenjin’s SKAN FAQ says it does not offer an iOS SSOT product combining and deduplicating SKAN and deterministic attribution. That is a reporting approach to evaluate, not evidence of lower accuracy. Confirm current AdAttributionKit coverage. Its Raw Data Exporter documentation describes batch event-level CSV access; request contractual retention and access terms. SKAN FAQ · Raw Data Exporter.
Pricing: compare the billable unit before the rate
Public prices are a starting point, not equivalent baskets. Compare the billing definition, allowance period and included capabilities before comparing rates.
| Vendor | Public starting point | Budget check |
|---|---|---|
| AppsFlyer | Growth: $0.07 per conversion; Welcome package: 12,000 free conversions within the first year. | Check billable re-engagement and re-attribution. Zero is not intended for paid campaigns. Confirm premium modules. |
| Adjust | Base: free first year, up to 1,500 monthly conversions. Core and Enterprise: contact sales. | Request a quote including required Growth Solutions, data access and support. |
| Singular | Free offering: 15,000 paid conversions. Growth: $0.05 per conversion. Enterprise: custom. | Confirm the allowance period and conversion definition. Marketing ETL is an optional add-on. |
| Airbridge | Core: from $40/month, 500,000 data points included, then $0.0001 per data point; 30-day trial. Growth: custom. | Core lists four ad platforms and standard events. Assess Growth for custom events, wider networks or raw exports. |
| Tenjin | Free: 2,000 paid-attributed installs/month, then $0.04 each. S: $200/month with 10,000 included conversions. | A conversion here means a paid-UA-attributed install. Confirm overage terms and data access; organic installs are uncharged. |
Request every quote against the same forecast: monthly paid installs, organic installs, re-engagement, in-app events, apps and platforms, required retention, export destinations, support and optional modules. Do not substitute purchase counts for install-based billing. Include implementation and migration effort, minimum commitments, overages and taxes.
All ten head-to-head comparisons
Use these as demo briefs. Each pairing identifies a decision to test; it does not declare a universal winner.
AppsFlyer vs Adjust →
Shortlist both for a broad mobile measurement brief. Give each the same network list, iOS requirements, linking scenarios and fraud questions. Let demonstrated workflow, contracted modules and the total quote decide.
AppsFlyer vs Singular →
Start with AppsFlyer when campaign linking and a broad measurement brief lead the project; start with Singular when cost reconciliation leads it. Then require both to complete the same cost-to-revenue and link-routing exercises.
AppsFlyer vs Airbridge →
Use a real web-to-app funnel as the test. Compare how each handles anonymous visitors, new installs, existing users and login. Inspect the resulting links and exported records, including gaps in visibility.
AppsFlyer vs Tenjin →
For a lean game studio, test whether Tenjin covers the required acquisition and monetization workflow. Compare AppsFlyer when the brief includes additional channels or linking requirements. Price the same volume and data access.
Adjust vs Singular →
Compare mobile campaign operations with cost normalization using the same messy campaign dataset. Ask both to demonstrate discrepancies, investigation tools and reconciliation; choose based on the work your team must repeat each week.
Adjust vs Airbridge →
Lead with Adjust for a mobile operations brief and Airbridge for a web-to-app brief. Require both to show your cross-platform path, export format and fraud controls before treating either as a better fit.
Adjust vs Tenjin →
For mobile gaming, compare acquisition, ad-revenue cohorts and hands-on setup effort. If you need more complex controls or organizational support, make those explicit acceptance criteria rather than assuming a vendor supplies them.
Singular vs Airbridge →
Is the primary problem consolidating spend or connecting the web-to-app funnel? Demo Singular’s cost workflow and Airbridge’s journey workflow first, then verify that each covers the other requirement well enough.
Singular vs Tenjin →
For a game studio, compare the path from network spend to monetization cohorts. Test Singular for the required cost-normalization workflow and Tenjin for the lean-team workflow. Inspect exports and full-volume pricing.
Airbridge vs Tenjin →
For a business combining web acquisition and app monetization, decide which path creates the most operational work. Test the web-to-app journey in Airbridge and the gaming monetization workflow in Tenjin, then cross-check both.
Run the same pilot before signing
Synthetic example: a subscription app acquires users through Google, Meta and TikTok, plus email links to its website. The goal is to measure first paid subscriptions, not just app opens. This is an illustrative evaluation plan, not a client result.
Define the events before configuring vendor-specific names. Keep one agreed business definition, then map it to each candidate’s SDK or server API. Our tracking-plan guide explains how to document triggers and destination mappings.
| Event | Exact trigger | Required context |
|---|---|---|
account_created | Backend confirms a new account; once per account. | Event ID, account ID, UTC occurrence time, platform. |
trial_started | Backend verifies a trial entitlement; once per trial. | Event ID, account ID, trial ID, plan ID, UTC occurrence time. |
subscription_payment_succeeded | Backend verifies a settled subscription payment; once per transaction. Exclude pending payments. | Event ID, transaction ID, account ID, numeric revenue, ISO currency, UTC occurrence time, first-payment flag. |
Define revenue consistently—for example, transaction value before fees and excluding tax—and document how refunds are handled separately. Deduplicate retries by transaction ID in your delivery pipeline; verify the vendor’s supported deduplication behavior. Map an internal account ID only where permitted and supported; it does not override platform privacy restrictions.
- Integration coverage: confirm each required ad network and optimization event in writing. Test the exact iOS, Android or app-framework SDK you will ship.
- Link routing: click a controlled campaign link with the app installed and uninstalled. Confirm the expected in-app destination and record cases where deferred routing is unavailable.
- Event integrity: verify one payment in your backend and one in the vendor’s supported event report. Replay the delivery and check that revenue is not duplicated.
- Privacy reporting: test the supported Apple postback setup and distinguish aggregate or modeled reports from eligible user-level data. Do not expect one-to-one matching across those report types.
- Reconciliation: compare spend and revenue using the same timezone, currency, attribution window and cohort definition. Document expected reporting delays and known discrepancies.
- Data access: export the fields your analysts need to the intended destination. Verify restrictions, retention and latency against your requirements.
- Commercial fit: approve the quote at expected volume and a higher-growth scenario, including modules, support and overages.
If you are replacing an MMP, agree on cutover dates, attribution ownership, historical exports and partner postbacks before shipping. A migration that double-sends revenue or postbacks can distort the comparison.
Which MMP should your business evaluate first?
Take a five-step quiz, watch the contenders shift, and reveal your shortlist and demo tasks. This is an editorial heuristic based on the workflows above, not a product benchmark or procurement verdict. Your answers stay in this page; the quiz does not store or submit them.
Your evaluation starting point
How the quiz chooses a shortlist
The live forecast divides points from answered questions among the five contenders, starting evenly before any weighted answers. These shares are not winning probabilities. The primary workflow gives 6 points to its matching vendor; the second workflow gives 3. Broad measurement maps to AppsFlyer, operations to Adjust, cost consolidation to Singular, web-to-app to Airbridge, and gaming to Tenjin. Team answers add 2 points to Tenjin for a lean studio, AppsFlyer and Adjust for a mobile UA team, Singular for an analytics team, or Airbridge for a web-and-app team.
The quiz shows up to two highest positive scores and includes every positive tie at the cutoff. If all your answers point to one vendor, it shows that vendor alone. Scores express our editorial routing rules, not measured product quality. The final question changes the validation task, not the ranking. A website-only business receives a recommendation to assess web analytics before buying an MMP.