Adjust vs AppsFlyer vs Branch: Which MMP is Right for You? (2025)

The three dominant mobile measurement partners in 2025 are Adjust, AppsFlyer, and Branch.

Each has distinct strengths. Choosing the wrong one can cost you thousands in misattributed spend or missing functionality.

The right choice depends on what you're optimizing for: fraud prevention, integration breadth, or deep linking capabilities.

Here's what differentiates them.

Core Positioning

Adjust: Privacy-First Fraud Protection

Adjust positions itself as the privacy-first MMP with the industry's most sophisticated fraud prevention.

In 2025, they rolled out major updates improving SKAdNetwork attribution accuracy and introduced enhanced data privacy controls. Their Growth Copilot feature lets you ask questions in natural language and get instant answers with visualizations.

Best for: Mid-sized to large apps focused on privacy, fraud prevention, and international scaling. Particularly valuable for apps preparing for acquisition where clean attribution data matters.

AppsFlyer: Enterprise-Grade Attribution

AppsFlyer is the all-in-one platform with the deepest integration ecosystem—over 11,000 tech and media partners as of 2025.

They excel at multi-touch attribution and offer the richest creative analytics among the three. The platform provides a complete unified view across channels.

Best for: Global brands looking for reliable, privacy-compliant attribution and insights to support long-term growth across multiple markets.

Branch: Deep Linking Specialists

Branch built its reputation on deep linking and seamless cross-platform experiences.

Their PAM (People-Based Attribution Matching) technology reduces missing attribution claims by approximately 40% on iOS. They outperform competitors when unifying web, app, and ad journeys.

Best for: Apps where user routing and cross-platform continuity are critical—think e-commerce, content apps, or products with significant web-to-app traffic.

Feature Comparison

Feature	Adjust	AppsFlyer	Branch
Fraud Prevention	Industry-leading with real-time filtering	Strong with standard detection	Basic fraud detection
Partner Integrations	3,000+	11,000+	3,000+
Deep Linking	Standard	Standard	Industry-leading
Multi-Touch Attribution	Good	Excellent	Good
Creative Analytics	Standard	Excellent	Limited
AI Analytics	Growth Copilot (2025)	Standard dashboards	Standard dashboards
Privacy Controls	Industry-leading	Strong	Good
SKAdNetwork Support	Excellent (2025 update)	Excellent	Good

Fraud Prevention Capabilities

Adjust's Approach

Adjust creates what they call a "fraud firewall" around your campaigns. Their system combines:

• Real-time pattern analysis
• Constantly updated signature database of known fraud techniques
• Click injection filtering using timestamp validation
• Referrer API validation for Google Play and Huawei AppGallery

According to industry data, click injection and SDK spoofing account for 47% and 24% of all rejected installs respectively. Adjust's filtering is the most aggressive.

AppsFlyer's Approach

AppsFlyer provides strong fraud detection but with slightly less stringent controls than Adjust. The tradeoff is fewer false positives, which can matter for certain traffic sources.

Branch's Approach

Branch offers basic fraud detection. It's not their focus area—acceptable if fraud isn't your primary concern, limiting if you're running high-volume performance campaigns.

Pricing Models (2025)

None of the three platforms publish transparent pricing. All use custom enterprise pricing based on volume and features.

Adjust

Enterprise-focused pricing with no freemium option. Tiers are based on:

• Monthly tracked events
• Specific feature requirements
• Number of apps

Pricing scales with app size and usage. Expect higher costs than Branch for similar volumes, but lower than AppsFlyer at scale.

AppsFlyer

AppsFlyer offers a limited free plan called "Essential" with basic features. Paid plans are based on:

• Monthly Active Users (MAU) or conversions
• Feature tier (Standard, Premium, Enterprise)
• Number of partner integrations used

Tends to be the most expensive at high volumes but includes the most comprehensive feature set.

Branch

Branch offers the most generous free plan for early-stage apps. Their pricing model is the most straightforward:

• Simple platform fee + Volume Credits
• You're only billed for events Branch directly influences
• Pricing scales with link volume and usage of advanced features

Most cost-effective for apps under 100k MAU.

SDK Performance

SDK Size and Impact

Adjust: Lightweight SDK with minimal performance impact. Typically adds 200-400KB to app size.

AppsFlyer: Heavier SDK (approximately 500-800KB) due to extensive feature set. Can impact app launch time marginally on older devices.

Branch: Mid-weight SDK (300-500KB) optimized for deep linking performance.

For most modern devices, the difference is negligible. It matters more for emerging markets where device constraints are tighter.

Integration Complexity

Adjust

Straightforward SDK integration. Documentation is clear. Typical integration time: 4-6 hours for basic setup, 1-2 days for full implementation with events.

AppsFlyer

More complex due to feature breadth. Documentation is comprehensive but dense. Typical integration time: 1-2 days for basic setup, 3-5 days for full implementation.

The platform's complexity can be overwhelming for smaller teams.

Branch

Simplest integration if you're primarily using deep linking. Typical integration time: 2-4 hours for basic setup. Complex if you need advanced attribution features not in their wheelhouse.

Data Quality and Reliability

All three platforms are enterprise-grade with 99.9%+ uptime.

Adjust has the strictest data validation, which means fewer attributed installs but higher confidence in the data you see.

AppsFlyer balances data volume with quality. You'll see higher install counts than Adjust for the same campaigns due to more permissive attribution logic.

Branch prioritizes deep linking attribution accuracy over ad attribution breadth.

2025 Updates and Roadmap

Adjust

• Growth Copilot: Natural language analytics interface
• Enhanced SKAdNetwork accuracy
• Improved privacy controls ahead of upcoming regulations

AppsFlyer

• Expanded creative analytics suite
• Additional partner integrations (now 11,000+)
• Enhanced cross-device tracking capabilities

Branch

• PAM technology improvements (40% reduction in missing iOS attribution)
• Enhanced audience syncing capabilities
• Improved cross-channel automation features

Decision Framework

Choose Adjust if:

• Fraud prevention is a top priority
• You're operating in privacy-sensitive markets (EU, California)
• You want AI-powered analytics with Growth Copilot
• You're preparing for acquisition and need defensible data

Choose AppsFlyer if:

• You need the broadest integration ecosystem
• Creative analytics drive your optimization strategy
• Multi-touch attribution is critical for your model
• You're an enterprise with complex partner requirements

Choose Branch if:

• Deep linking is central to your user experience
• You have significant web-to-app traffic
• Cross-platform continuity matters more than granular ad analytics
• You're an early-stage app looking for generous free tier

Common Misconceptions

"AppsFlyer is the industry standard"

AppsFlyer has the largest market share, but that doesn't make it the best choice for every use case. Adjust outperforms in fraud prevention and privacy, Branch in deep linking.

"Branch is only for deep linking"

While deep linking is their strength, Branch offers full attribution capabilities. They're simply more focused on user experience than ad campaign granularity.

"You need the platform with the most integrations"

Integration count matters less than having the specific partners you use. Adjust's 3,000+ integrations likely cover your needs unless you're running extremely diverse partner mix.

Migration Considerations

Switching MMPs is possible but nontrivial. Expect:

• 2-4 weeks for full migration
• Historical data limitations (you can't migrate attribution history)
• Temporary data gaps during transition
• Need for parallel tracking period to validate accuracy

Most apps run dual tracking for 30 days before fully cutting over.

FAQs

Which MMP has the best fraud prevention?

Adjust leads in fraud prevention with the most sophisticated filtering systems. Their platform uses real-time pattern analysis combined with a constantly updated signature database of known fraud techniques, making it the industry leader for apps concerned about click injection and install hijacking.

Is AppsFlyer better than Adjust?

Neither is objectively better—they excel in different areas. AppsFlyer offers richer creative analytics, more partner integrations (11,000+), and superior multi-touch attribution. Adjust leads in fraud prevention, privacy controls, and AI-powered analytics with Growth Copilot. Choose based on your priorities.

What makes Branch different from other MMPs?

Branch specializes in deep linking and cross-platform user experiences. Their PAM technology reduces missing attribution claims by 40% on iOS. Branch is the best choice for apps that need to unify web, app, and ad journeys, though it lacks the granular ad campaign analytics of Adjust and AppsFlyer.

Can you use multiple MMPs at once?

Technically yes, but it's rarely advisable. Running multiple MMPs creates data fragmentation, increases SDK overhead, and complicates reporting. The exception is during migration when you run dual tracking for validation.

How long does MMP integration take?

Basic integration ranges from 2-6 hours depending on platform. Full implementation with custom events, deep linking, and partner integrations typically takes 1-5 days. Budget additional time for testing and validation before going live.

---

The MMP landscape is mature enough that you can't make a catastrophically wrong choice among these three. But matching your specific needs to each platform's strengths will save you time, money, and headaches over the next 12-24 months.