AdjustEnhance fraud prevention with Adjust Conversion Rules | Adjust
Summary
Adjust's Conversion Rules address a critical gap in fraud prevention: fixed filters cannot account for business-specific requirements. The solution offers a configurable decision layer that validates traffic before attribution, using three rule types. Device-level rules control eligibility based on store validation (Google Play, Apple App Store), country, app/OS/SDK version, and device trust state.
Skip source rules prevent misconfigured campaigns from attributing traffic that doesn't match criteria (e.g., wrong region, version mismatch), automatically looking for the next eligible source. Post-install activity rules validate in-app events by source (SDK or S2S), timing, order, required parameters, revenue validation, region, version, and ad revenue signals. Key data points: store validation for major app stores, device trust states (trusted, unverified, untrusted), and event flow checks.
Actionable takeaways: ad ops teams can exclude deprecated app versions, block traffic from wrong regions, and catch automated or unrealistic event patterns in real time, without engineering involvement. This reduces wasted spend and ensures datasets are consistent across markets and app versions, moving fraud prevention from reactive audits to proactive ingestion control.
Analyst Note
What’s notable here is how Adjust is positioning Conversion Rules as a differentiator in the increasingly crowded MMP landscape. As privacy changes erode deterministic attribution, the industry has shifted focus toward fraud prevention and data quality. Yet most fraud solutions remain binary—flagging traffic as fraudulent or not.
Adjust’s move to offer configurable business logic reflects a growing recognition that “valid” traffic is subjective: a technically clean install from the wrong OS version or region can still distort campaign performance. The key implication for UA teams is operational leverage. Instead of retroactively filtering bad traffic in BI tools or chasing refunds, teams can enforce rules at ingestion—reducing wasted spend and improving signal-to-noise in attribution models.
This also puts pressure on competitors like AppsFlyer and Branch to offer similar granularity or risk being seen as rigid. For monetization strategists, skip source rules are particularly relevant: they prevent misconfigured campaigns from cannibalizing organic or higher-value traffic. In a market where every impression and install matters, Conversion Rules represent a move toward attribution as a customizable framework, not a one-size-fits-all black box.
You Might Also Like
AdjustWeb-to-app best practices: Capturing high LTV users | Adjust
Web-to-app strategies can significantly boost retention, engagement, and LTV by converting web users into high-value app users. Key pillars include defining clear goals, targeting high-intent users, designing native-feeling creatives, crafting compelling copy, ensuring seamless deep linking, and measuring attribution. Adjust's tools like Smart Banners, Smart Scripts, and TrueLink enable dynamic targeting, attribution continuity, and optimized routing. Data shows potential for 4x CTR improvements and click-to-install rates rising from 25% to 50%. Decision-makers should focus on segment-based optimization and post-install metrics to maximize ROI.
AdjustTurn segmentation into growth with Adjust Audiences | Adjust
Adjust Audiences enables ad ops teams to build real-time user segments for personalized campaigns. Key audience types include geographic, acquisition-based, lifecycle, inactivity, revenue, event-based, and combined segments. Sharing dynamic audiences with partners ensures up-to-date targeting, reducing wasted spend and improving ROI. Actionable insights: suppress low-intent users, retarget high-value segments, and automate workflows via partner integrations.
AdjustAd spend measurement with SpendWorks | Adjust
Adjust's SpendWorks unifies ad spend tracking across networks, enabling marketers to collect, validate, and analyze cost data with performance metrics. It supports multiple collection methods including API integrations, scheduling, web-to-mobile spend, and data imports. Key features include 40+ network integrations, automated scheduling with multiple daily pulls, and granular mapping for cross-channel campaigns. This solution reduces manual effort, improves data accuracy, and supports smarter budget allocation for better ROAS.
AdjustThe state of super apps: Statistics and trends | Adjust
Super apps are growing globally, with the market valued at $114.2B in 2025, projected to reach $595.8B by 2034. APAC leads adoption (46.8% market share), while Europe and North America lag due to mature banking and privacy regulations. For ad ops, super apps create closed ecosystems that limit external tracking and attribution, shifting measurement toward lifecycle performance. Independent measurement platforms like Adjust are essential for connecting acquisition, engagement, and monetization data across services. Key verticals include fintech, mobility, and SMB tools.
AdjustAdjust Insight: Incrementality testing in practice | Adjust
Adjust's InSight incrementality testing uses machine learning to isolate the causal impact of budget changes, with 95% confidence intervals. Analysis of U.S. tests shows that on iOS, statistically significant lift occurred in ~33% of cases for top platforms, while on Android, ~25% of budget increases led to organic cannibalization. InSight helps ad ops teams separate signal from noise, enabling confident scaling or reallocation decisions. The tool integrates with Adjust's suite, complementing attribution for a complete measurement strategy.
AdjustA guide to user testing for mobile apps | Adjust
User testing reveals the gap between designer intent and user experience, uncovering silent churn causes like unclear onboarding or passive ad chains. Analytics show what happens; user testing explains why. Small tests (5-8 participants) can identify friction points, and improving retention by 10% can significantly boost revenue without changing monetization. For ad ops, this means better user engagement reduces wasted ad spend and increases lifetime value.
AdjustThe state of dating apps 2026 | Adjust
Dating app installs dropped 4% and sessions fell 7% in 2025, with rising user acquisition costs (CPI up 89% to $2.76) and shrinking session lengths (13.21 to 11.49 min). However, retention improved, with Day 1 rates rising to 26%. Valentine's Day 2025 drove only modest dating app activity (installs +12%), while video streaming (+138%) and recipe apps (+49%) surged. The paid-to-organic rate increased to 2.14, indicating higher reliance on paid channels. Ad ops teams should optimize for efficiency amid rising costs and shifting seasonal behavior.
AdjustAdjust Pulse updates for automation, alerts, reporting | Adjust
Adjust's Pulse platform introduces three major updates: grouped logic for campaign automation rules, Microsoft Teams as a new alert channel, and scheduled AI reporting via Adjust Growth Copilot. These enhancements enable more structured, connected workflows for mobile marketing teams. Grouped logic allows multiple condition-action pairs in one rule, while Teams integration expands alert delivery options. Scheduled reporting automates recurring AI analysis, delivering insights at set times without manual intervention. These features aim to streamline decision-making and improve operational efficiency.
More from Adjust
Japan app trends and benchmarks for 2026 | Adjust
Japan's app market is poised for growth with 85% smartphone penetration and 68% iOS share. The new Mobile Software Compe...
Adjust x OpenAI Ads Manager integration for ChatGPT Ads | Adjust
Adjust now supports ChatGPT Ads measurement, enabling advertisers to attribute installs and post-install events from cam...
A guide to user testing for mobile apps | Adjust
User testing reveals the gap between designer intent and user experience, uncovering silent churn causes like unclear on...
Adjust Ignite 2026: The conference for app marketers | Adjust
Adjust Ignite 2026 returns as a global conference series for app marketers, covering mobile measurement, attribution, de...
Out now! The short drama apps report | Adjust
Short drama apps are booming, with installs growing 238% YoY in Q1 2026 and global downloads reaching 2.3 billion in 202...
Agentic growth management at Adjust | Adjust
Adjust introduces 'Agentic Growth Management' at MAU Vegas 2026, a goal-driven AI system that automates the campaign opt...