Attribution · Published 2026-08-26 · 1 min read
Appstack in production: a verdict after real campaigns
In March I reviewed the new MMP Appstack based on the founder's demo. Now I have had the chance to try it in battle: we are running Meta campaigns on a client project (a brilliant one). Below is my assessment of Appstack as an MMP for launching on Meta.
For those who cannot be bothered to read, here is the spoiler: I do not recommend it.
Deliverability. Appstack claims 90–95%. Real deliverability is 70% — the same as everyone else. Thirty per cent of installs fly off into organic.
Install mapping. Appstack maps install to a custom appstack_install event. You cannot map it to lead. Adjust and Adapty can do that.
Event forwarding. Appstack sends only the events it attributed itself. You cannot send all events. Adjust, AppsFlyer and Adapty can, so even when those MMPs fail to work out that a user came from a campaign, they still give Meta one more chance to figure it out.
Revenue analytics. Requires an integration with RevenueCat. Adapty works without third-party integrations.
AEM. Does not work with AEM.
Event quality. 6.7. On par with AppsFlyer, above Adjust (4.8) and Adapty (6.1). I do not think this parameter affects anything, but many people disagree with me, so for fairness let us include it in the list.
Total. Appstack scores 2 points. Adjust, AppsFlyer and Adapty score 4 each.