Adjust vs Tolinku: Attribution and Deep Linking

Adjust is a mobile measurement partner (MMP) owned by AppLovin, offering attribution, analytics, fraud prevention, and deep linking. Tolinku is a deep linking platform focused on link creation, routing, smart banners, and web-to-app transitions. This comparison covers where each platform excels and which one fits your use case.

For a broader platform overview, see deep linking platform comparison. For pricing details, see Adjust pricing comparison.

Platform Focus

Adjust

Adjust is primarily an attribution and analytics platform. It tracks which marketing channels drive app installs and in-app events. Deep linking is included through Adjust's link system, but attribution is the core product. In 2021, Adjust was acquired by AppLovin, integrating it into AppLovin's ad tech ecosystem.

Tolinku

Tolinku is a deep linking platform. It handles Universal Links, App Links, deferred deep linking, smart banners, QR codes, and link analytics. It does not provide mobile attribution or ad network integrations.

Feature Comparison

Feature	Adjust	Tolinku
Universal Links (iOS)	Yes	Yes
App Links (Android)	Yes	Yes
Deferred deep linking	Yes	Yes
Smart banners	Basic	Full-featured
QR code generation	Limited	Yes
Custom link domains	Yes (branded links)	Yes
Link analytics	Yes (attribution-focused)	Yes (link-focused)
Mobile attribution	Full MMP suite	Basic (UTM-based)
SKAdNetwork support	Yes	Not applicable
Ad network integrations	2,000+ partners	Not applicable
Fraud prevention	Yes (Fraud Prevention Suite)	Not applicable
A/B testing (campaigns)	Yes	Not applicable
Server-to-server callbacks	Yes	Webhooks
Data residency options	EU, US, other regions	Configurable

Pricing

Adjust uses attribution-volume-based pricing. There is no public pricing page. Industry reports indicate:

• Base plan: Starts around $500/month for small volumes.
• Business plan: $1,000-5,000/month depending on attribution volume.
• Enterprise plan: Custom pricing, often $10,000+/month.

Adjust's pricing is driven by the number of attributed installs and events.

Tolinku uses transparent click-based pricing:

Tier	Price	Clicks/month
Free	$0	1,200
Standard	$39/Appspace/mo	50,000
Growth	$79/Appspace/mo	250,000
Scale	$149/Appspace/mo	500,000

For teams that need deep linking without attribution, the cost difference is substantial.

Deep Linking Implementation

Link Structure

Adjust: Deep links use Adjust's tracker URL format with parameters for attribution (tracker, campaign, adgroup, creative). The deep link payload is embedded in the tracker URL.

Tolinku: Deep links use your custom domain with clean path-based routing. Routes are defined in the Tolinku dashboard with path parameters for dynamic content.

Deferred Deep Linking

Adjust: Uses a combination of fingerprinting and deterministic methods. The SDK checks for deferred deep link data after install. Accuracy depends on the match method used.

Tolinku: Uses Install Referrer (Android) and clipboard token (iOS) for deferred deep links. No fingerprinting. The trade-off is slightly narrower coverage but deterministic accuracy.

Smart Banners

Adjust: Provides basic smart banner functionality through their web SDK. Configuration is primarily code-based.

Tolinku: Smart banners are configured visually in the dashboard with customization options for appearance, targeting, and behavior. The banner script is lightweight and loads asynchronously.

SDK Comparison

Aspect	Adjust SDK	Tolinku SDK
iOS size	~2 MB	< 500 KB
Android size	~1.5 MB	< 400 KB
Init time (cold start)	60-120ms	< 50ms
Event tracking	Built-in (revenue, custom events)	Not included (use your analytics tool)
GDPR consent management	Built-in	Not applicable

Adjust's SDK includes event tracking and consent management because these are needed for attribution compliance. The Tolinku SDK is lighter because it focuses on link resolution.

AppLovin Consideration

Since Adjust is owned by AppLovin, there are strategic implications:

• Data flow: Adjust attribution data can flow into AppLovin's ad network for optimization. If you use AppLovin for ads, this integration is seamless.
• Vendor concentration: Using Adjust means your attribution data is within AppLovin's ecosystem. Some teams prefer an independent measurement partner.
• Product direction: Adjust's roadmap may prioritize features that benefit AppLovin's ad business.

Tolinku is independent and does not have ad network affiliations. Your deep link data stays within your Tolinku account.

When to Choose Adjust

Adjust is the right choice when:

• You need mobile attribution. If you run paid campaigns and need to measure which channels drive installs and revenue, Adjust provides this.
• You use AppLovin for ads. The integration between Adjust and AppLovin is native and well-optimized.
• You need fraud prevention. Adjust's Fraud Prevention Suite detects install fraud, click spam, and SDK spoofing.
• You need data residency compliance. Adjust offers data residency options for regulatory requirements.

When to Choose Tolinku

Tolinku is the right choice when:

• Deep linking is your primary need. Universal Links, App Links, deferred deep links, smart banners, and QR codes without paying for an attribution platform.
• You already have an MMP. If you use a different MMP or do not need attribution, Tolinku gives you deep linking at a lower cost.
• You want vendor independence. Tolinku is not affiliated with any ad network.
• You want predictable costs. Fixed monthly pricing based on clicks, not attributed conversions.
• You want a lighter SDK. Smaller footprint means faster app startup.

For pricing details, see Adjust pricing comparison.

Migration

If you are moving from Adjust to Tolinku for deep linking:

1. Map your Adjust deep link paths to Tolinku route patterns.
2. Set up your custom domain in the Tolinku dashboard.
3. Replace the Adjust SDK's deep linking initialization with the Tolinku SDK.
4. Update smart banner code to use Tolinku's banner script.
5. Redirect existing Adjust tracker URLs to new Tolinku links (or run both during transition).

Note: if you still need Adjust for attribution, you can run both SDKs. Use Adjust for attribution and Tolinku for deep linking. The SDKs do not conflict.

For migration guidance, see migrating from Adjust.

Summary

Adjust is an MMP that includes deep linking as part of its attribution platform. Tolinku is a deep linking platform that does not include attribution. If you need attribution and fraud prevention for paid campaigns, Adjust is the right tool. If you need deep linking, smart banners, and web-to-app routing without attribution overhead, Tolinku is the focused, cost-effective choice.