Adjust reporting next to every ad channel
Connect Adjust to Grower and the installs and in-app revenue it attributes sit in the same view as your web analytics and ad channels. Adjust stays your mobile measurement partner, and Grower adds app conversions to one de-duplicated count and turns them into recommendations.
Adjust reporting in Grower puts the installs and in-app revenue that Adjust attributes next to your web analytics and every connected ad channel. Adjust stays your mobile measurement partner. Grower adds its app conversions to one de-duplicated conversion count, credits them with the attribution model you choose and turns the results into recommendations.
What do you get when you connect Adjust to Grower?
The web and app view in Optimize covers users, traffic, engagement and e-commerce. Connecting a mobile attribution partner such as Adjust brings installs and in-app revenue into that same view and adds four things:
- Real mobile attribution, not ad platform estimates.
- Install tracking by campaign, platform and device.
- In-app revenue attribution.
- AI-powered campaign optimization.
App conversions also feed the attribution engine, which "de-duplicates conversions from every channel and app into one unified conversion count, then credits each touchpoint with the attribution model you pick, or one you build yourself." Optimize ranks channels by ROAS, conversions, cost and CPA, and the recommendation engine proposes weekly changes, with the evidence behind them, that you approve before Grower pushes them to the channel.
For regulated, app-first businesses, Grower for fintech follows app attribution from install to activation.
What does Adjust measure?
Adjust calls itself a neutral MMP (mobile measurement partner). Its help center lists installs, clicks, impressions, sessions and reattributions as activities it already measures. On top of those, you define in-app events such as registrations, add-to-carts or level ups, and revenue events that "record in-app purchases and transactions."
Adjust counts an install when a user opens the app for the first time, not at download. Re-engagement is handled through reattribution: "Reattribution is when an inactive user engages with a retargeting campaign, returns to your app, and gets assigned a new source in Adjust."
How does Adjust attribution work?
Adjust supports two attribution methods. Deterministic device matching is the main one; probabilistic modeling is secondary. "On iOS 14.5+, probabilistic modeling can be used for owned media, cross-promotion, and consented web-to-app flows."
An engagement only qualifies if the install happens inside the attribution window. Adjust's ranges and defaults:
| Engagement | Method | Range | Default |
|---|---|---|---|
| Click | Device matching | 1-30 days | 7 days |
| Click | Probabilistic modeling | 1-24 hours | 6 hours |
| Impression | Device matching | 1-24 hours | 24 hours |
| Impression | Probabilistic modeling | 1-24 hours | 6 hours |
On iOS, Adjust also works with Apple's privacy frameworks. Its SKAdNetwork guide notes that SKAdNetwork data "is never shared in real time" and that "You do not need to implement ATT to get started with SKAdNetwork." Apple says AdAttributionKit measures ad campaigns "while helping maintain user privacy", and Adjust states that "our solutions are able to support both frameworks" (Adjust on AdAttributionKit).
Why don't Adjust numbers match your ad networks?
Adjust is direct about it: "Discrepancies in app installs, user conversions, and in-app events are common and expected in attribution measurement. A mismatch does not indicate that either source is reporting inaccurately." Its data discrepancies guide lists the usual causes:
- Different windows. Partners keep their own attribution windows. Adjust cites 30 days for Google and 60 days for Facebook.
- Different dates. Self-attributing networks "attribute events to the date of the click, not the date of the events."
- Different claims. Self-attributing networks "claim installs based on their own attribution."
- Different clocks. Adjust records installs in UTC, while store consoles let you pick a time zone.
Put together, one install can appear in Adjust and in two network dashboards at once. Add up the network figures and you count it more than once, which inflates conversions and flatters CPA. Grower de-duplicates app and web conversions into one count before any model assigns credit. Our guide to marketing attribution models explains how each model splits that credit.
Adjust notes for the UAE, Saudi Arabia, Qatar and the UK
If you report by country, check how location is assigned. Adjust bases geo on the user's IP address at the time of install, while Apple and Google use the country of the store account. As an illustrative example, a user with a UK store account who installs your app in Dubai counts as UAE in Adjust and UK in the store.
For finance apps the stakes are high: AppsFlyer's Ramadan 2025 analysis found Middle East finance app in-app revenue grew 29.35% year on year to US$650 million. Consent rules for marketing data also differ by market; our PDPL vs UK GDPR guide compares all four.
Getting connected
Your Grower specialist sets up the Adjust connection with you during onboarding. For questions about permissions, sync timing or data retention, ask in the demo, where a specialist connects a channel live and shows the recommendations it produces, or contact us.
Frequently asked questions
Does Grower replace Adjust?
No. Adjust remains your mobile measurement partner and keeps attributing installs, sessions, reattributions and the in-app events you define. Grower connects to it so installs and in-app revenue sit in the same view as your web analytics and ad channels, count once in the unified conversion total, and feed Grower's AI analyses and weekly recommendations.
Why does Adjust report different installs than the App Store or Google Play?
The stores count downloads by store account, while Adjust counts an install at first app open, per device, in UTC. A user who downloads today and opens the app tomorrow lands on different days. Adjust says some gap is normal, but large or persistent gaps may point to a configuration issue.
What is Adjust's default attribution window?
For clicks matched by device, the default is 7 days, adjustable from 1 to 30 days. Impressions matched by device default to 24 hours. Probabilistic modeling defaults to 6 hours for both. Check what each ad network uses as well, because Adjust lists window differences among the typical causes of discrepancies.
Which attribution model does Grower apply to Adjust conversions?
The one you choose. Grower's attribution engine offers last click, first click, linear, time decay, position-based (40/20/40) and custom weights per touchpoint. It applies the model after de-duplicating conversions from every channel and app into one unified count, so the same conversion is not credited twice when you compare app and ad channels.
Want Adjust installs and in-app revenue next to your ad spend? Book a demo and a Grower specialist will walk you through it, tailored to your channels.