Measure installs across more app stores | Adjust

Summary

Adjust has broadened its store detection and verification capabilities to address a growing reality: apps are distributed across multiple storefronts within the same platform, and knowing an install happened on Android no longer reveals which store delivered it. Beyond Google Play and Apple's App Store, stores like Huawei AppGallery, Xiaomi GetApps, Samsung Galaxy Store, and Vivo Appstore now form a significant part of the distribution ecosystem, and conflating them distorts campaign performance analysis and user acquisition insight.

The core change is a shift from platform-level to store-level visibility. Store Type becomes the primary dimension for identifying distribution and install origin, while platform and OS name remain contextual signals about the device environment. Store naming has been standardized, and multiple store types can be supported within a single platform.

Key capabilities include: measuring performance by app store rather than by platform or OS; managing multiple third-party stores inside one Adjust app while preserving store-level granularity; AppView flags that surface installs from unconfigured stores with a direct path to add them; improved detection to redirect users to the correct storefront; and independent verification of store-specific installs, available for Google Play (including TV and PC), Huawei AppGallery, Xiaomi GetApps, Samsung Galaxy Store, Vivo Appstore, and Apple App Store (including TV).

Mechanically, Adjust uses available signals to infer origin — on Android, that includes the store reported by the operating system or store data configured via SDK or S2S integration. Where detection fails, advertisers choose a fallback: default to the OS-configured store, or disable fallback and report the install as unknown. Verification is recorded separately from Store Type, so teams see both the identified store and whether it was independently confirmed. Detected stores flow automatically into reporting and raw data, with verification results available via callbacks, CSV exports, and Conversion Rules through Store Rule conditions.

Actionable takeaway: audit store configuration, enable verification where supported, and begin segmenting acquisition reporting by Store Type to avoid misattributing performance across storefronts.

Analyst Note

What's notable here is that Adjust is formalizing Store Type as a first-class dimension rather than a footnote to platform and OS. That shift reflects a fragmentation of Android distribution that has been building for years — Huawei AppGallery, Xiaomi GetApps, Samsung Galaxy Store, and Vivo Appstore now carry meaningful install volume in markets where Google Play is absent or secondary, and platform-level reporting has quietly obscured that reality. The key implication for UA teams is that benchmarking and channel analysis built on OS splits may already be blending together materially different distribution paths across APAC-heavy portfolios.

Store verification adds a second layer: independently confirming an install originated from the store it claimed, which matters as install fraud and store spoofing persist on sideloaded paths. Competitively, detection alone is not a differentiator — most MMPs surface some store signal. The more consequential piece is fallback configuration and Conversion Rule integration, which push store data into optimization and bidding workflows rather than leaving it as a reporting-only artifact.

Worth watching: whether advertisers adopt store-level KPIs, and whether the same terminology extends cleanly to the CTV and PC store variants Adjust now verifies.