Short answer: For a startup, the three differ most on what you get free and whether a paid price is published. AppsFlyer gives 12k free conversions in the first year, then $0.07 per conversion. Adjust's free Base plan covers 1.5k conversions a month for the first year, with paid plans by quote (last confirmed 20 October 2026). Branch offers a free trial on Basics, limited to 3 ad partners, and publishes no prices. Published alternatives such as Linkrunner, Kochava and Tenjin cost less at startup volumes.
AppsFlyer vs Adjust vs Branch: which MMP should a startup pick?
Pick by your main need and your budget certainty. If you need a paid price you can model before a sales call, AppsFlyer is the only one of the three that publishes one. If you are below 1.5k conversions a month, Adjust's Base plan costs nothing for a year. If deep linking is the main job and you run 3 or fewer ad partners, Branch's Basics trial lets you test it.
Startup MMP: a mobile measurement partner chosen mainly on free allowance, published pricing and what is included without upgrades, because volume and budget are both small and uncertain.
The three side by side, with Linkrunner for reference
Checked 5 November 2026 on each vendor's pricing page, except where marked.
| Linkrunner | AppsFlyer | Adjust | Branch | |
|---|---|---|---|---|
| Free allowance | 25k installs, one-time, no expiry (50k for VC-backed startups) | 12k conversions, first 12 months | 1.5k conversions a month, first 12 months (20 Oct 2026) | Free trial on Basics |
| Paid price | $0.012 down to $0.007 per install | $0.07 per conversion (Growth) | Not public | Not public |
| Deferred deep linking at entry | Every plan | From the custom-priced Standard tier | On Base (20 Oct 2026) | Not stated by plan |
| Fraud | Every plan | Basic listed; advanced is paid | Fraud Prevention Suite is a paid add-on (20 Oct 2026) | Fraud reporting on every plan |
| Ad partner limit | No cap stated | Not stated | Not stated | 3 on Basics; unlimited on Essentials |
| About per month at 10k installs | $120 | $700 | Quote | Quote |
| About per month at 50k installs | $500 | $3,500 | Quote | Quote |
Monthly figures are list-price estimates that ignore free allowances: 10k x $0.012 and 50k x $0.010 for Linkrunner, and installs x $0.07 for AppsFlyer, whose conversions can also include re-engagements.
What should a startup check on each?
AppsFlyer
- Its free Zero plan is marked "not suitable for apps with paid activities" on AppsFlyer's own pricing page, so a startup running ads moves to Growth.
- Since 15 September 2026, Zero excludes deferred deep linking, branded domains, user invites and raw data exports. MMP Price Watch lists what Zero includes and excludes, dated.
- Raw Data API, API Analytics Suite and Custom Dashboards are a 30-day trial from sign-up.
Adjust
- The Base plan's 1.5k monthly conversions run for the first 12 months only.
- Paid plans are sold through sales, so cost can't be modelled in advance.
- Adjust's pricing page blocked automated checks on 5 November 2026, so these points are as last confirmed on 20 October 2026.
Branch
- No dollar amounts appear on its pricing page.
- Basics allows 3 ad partners, 3 outbound partner webhooks and 3 ad partner postbacks; Essentials removes the ad partner cap.
- Multi-touch attribution appears in the plan table but the FAQ presents it as an upgrade, so confirm it in writing.
The two-way pages go deeper: AppsFlyer vs Adjust and AppsFlyer vs Branch.
Which is cheapest for a startup?
Among the three, only AppsFlyer publishes a paid rate, so it is the only one you can price without a call. Outside the three, published plans are lower at startup volumes:
- Linkrunner: 25k attributed installs free, then $0.012 per install up to 10k a month, with deep linking, fraud protection, exports and unlimited seats on every plan. VC-backed startups get 50k free installs through its Startup Program.
- Kochava: free up to 10k conversions a month with fraud prevention, which suits a team that will stay under that line.
- Tenjin: free up to 2k conversions a month, then $200 for 10k; best for indie and hybrid-casual game studios.
Linkrunner's limits are worth knowing too: it was founded in December 2024, it is not built for web-only products, and its free plan keeps 30 days of data. The full ranking is on the best MMP for startups, and free plans are compared on free MMPs.
When is each of the three the better fit?
- AppsFlyer: a startup that wants a published per-conversion rate from day one and expects to negotiate an Enterprise contract later.
- Adjust: an app under 1.5k conversions a month that wants deep linking free for its first year.
- Branch: a team whose main need is deep linking, testing with up to 3 ad partners before talking to sales.
Linkrunner's MMP for startups page sets out its free allowance and Startup Program terms.
FAQ
Which is cheaper for a startup, AppsFlyer, Adjust or Branch? Only AppsFlyer publishes a paid rate, $0.07 per conversion after 12k free conversions in the first year. Adjust and Branch quote through sales, so the cheaper of the three depends on the quote you get.
Does Branch have a free plan for startups? Branch offers a free trial on its Basics plan, limited to 3 ad partners. It does not publish a permanent free plan or any prices.
Is AppsFlyer Zero enough for a startup? Only if you run no paid campaigns. AppsFlyer describes Zero as not suitable for paid activity, and it has no deferred deep linking or raw data exports.
How long does Adjust's free plan last? The Base plan was last confirmed on 20 October 2026 as free for the first 12 months, up to 1.5k conversions a month. After that, plans are by quote.
What should a startup choose if none of the three fits the budget? Look at published plans: Linkrunner's 25k free installs then $0.012 per install, Kochava's free 10k conversions a month, or Tenjin's free 2k for games.