Adjust

Adjust was founded in Berlin in 2012 as a mobile measurement and attribution platform, addressing the fundamental challenge that mobile advertisers faced: understanding which of their ad campaigns were actually driving app installs and in-app purchases. Without measurement infrastructure, mobile advertising was effectively a black box — budgets were spent and installs arrived, but the causal connection between specific campaigns, creatives, and conversions was invisible. Adjust built SDK-based attribution that tracked the install journey from ad click to app open, giving advertisers the data they needed to optimise spend allocation. AppLovin acquired Adjust in 2021.

The platform's attribution engine determines which network, campaign, and creative deserves credit for each install or conversion by matching click and impression data with install events within a defined attribution window — typically seven to thirty days depending on the advertiser's settings. Fraud prevention is a parallel function: Adjust's fraud protection layer filters invalid traffic, bot installs, and attribution fraud that would otherwise inflate reported campaign performance. The dashboard surfaces channel-level LTV calculations, cohort retention data, and campaign ROI reporting that mobile marketing teams use for budget decisions.

When Adjust has infrastructure problems, the consequences for mobile advertisers unfold across two distinct surfaces. Impression and click data stops flowing into the attribution pipeline in real time, meaning campaign performance data in the dashboard goes stale — marketers see yesterday's numbers while today's spend continues. Attribution decisions for installs happening during the outage window are delayed or lost, creating gaps in the attribution record that cannot be reliably reconstructed from server logs after the fact. The attribution window itself becomes uncertain: an install that occurred during an Adjust outage may receive incorrect attribution to a different network than the one that drove it, misallocating credit permanently. Fraud detection stops running against incoming events during pipeline failures, potentially allowing invalid traffic to pass through unfiltered.

Outage.gg tracks Adjust platform status using real-time community reports from mobile marketing teams and developers. If attribution data is delayed, the dashboard is not updating, or SDK event delivery is failing, the live status page shows current impact.