Attribution · Published 2026-04-16 · 3 min read
Adapty User Acquisition: a review
No sooner had I written that the release of a new MMP is a rare event than Adapty shipped Adapty User Acquisition, a tool for working with Meta and TikTok through Web2App.
For me this is a personal and exciting story — at the start the team invited me to consult on the project. We discussed various user scenarios and I described my idea of the ideal MMP. I would like to believe that my reasoning and comments helped the project and influenced it in some way.
I have a client who has been using the tool for about two months. Below are my observations from that work.
What the service does
It is an MMP that
- sends conversions to Meta Platforms and TikTok through web2app,
- and displays campaign data in a dashboard.
The dashboard
The dashboard gives you
- campaign spend,
- ROAS,
- prediction metrics
(which do not work on small volumes of data).
Worth noting separately
Adjust and AppsFlyer do not show spend without extra packages. In Adapty that data is available straight away.
Adapty also has direct access to subscription events, through its work with Apple payments, which lets you use that data as the source of truth for campaign analytics.
Conversion deliverability. Around 70% of conversions are attributed by both Meta and Adapty. The figure is exactly the same as for Adjust and AppsFlyer.
Event score
- Adapty — 6.1
- AppsFlyer and Adjust — 4.8
Price
- $0.03 per install.
For comparison
- AppsFlyer — $0.07 per install.
- Adjust — $0.03–0.04 per install, minimum annual package around $5k.
- Appstack — $0.05 per install plus $299 a month.
- Tenjin — $0.04 per install.
- Adapty — $0.03 per install.
$299 for the first 10k installs is the minimum payment. If monthly revenue is below $5k, it is free.
Positioning. The tool solves the task of launching Web2App for Meta Platforms. At the same time the limited set of partners — currently Meta Platforms and TikTok — means you cannot treat it as your primary MMP.
Compared with the new MMP Appstack
- Adapty has a more developed dashboard,
- events are processed directly (Appstack uses RevenueCat),
- and the SDK is more developed — Unity is supported, which Appstack lacks.
Strengths
- correct default event mapping from the start,
- install to lead forwarding,
- a dashboard with spend data,
- direct access to subscription events,
- simple integration.
Weaknesses
- a limited set of partners (no Google Ads) and no support for AEM campaigns,
- no uncancelled trial event of the kind Appstack and Apphud have,
- no way to send all events — currently only attributed ones are sent, though the team promises this update shortly.
Conclusion. I am biased, but I think this is currently the best option for launching Web2App campaigns on Meta. The team plans an integration with Google Ads, targeted for the autumn, and with other partners.
I very much want things to work out for them. I sincerely wish them luck.