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A large ride-hailing service operating across multiple cities came to Affise as an inbound lead. Like many growing mobile businesses, the company was evaluating mobile measurement partners (MMPs) to track installs, attribute marketing spend, and fight fraud across a high volume of app installs and rides booked daily.
During the vendor selection process, the company shortlisted two providers: Affise and Adjust. After reviewing feature sets, the team initially leaned toward Adjust, a well-known name in the MMP space with broad market recognition.
As the company moved from feature comparison to actual budgeting, a different picture emerged. Ride-hailing apps are a uniquely demanding category for attribution tools: install volumes are high, user acquisition campaigns run continuously across multiple geos, and event tracking (ride requests, completed trips, driver sign-ups) generates a large stream of in-app events that most MMPs price per unit.
When the team modeled out Adjust’s pricing against their actual and projected install and event volumes, the total cost came out several times higher than expected and significantly higher than what the company had budgeted for measurement infrastructure. For a business scaling aggressively, a pricing model tied to volume meant that costs would only keep climbing as growth continued, eating into the very performance marketing budget the tool was meant to optimize.
This is a common pattern for high-growth apps in transportation, delivery, and marketplace verticals: the MMP that looks reasonably priced at a small scale becomes a serious cost center once volumes scale into the millions of events per month.
Affise’s commercial team proposed an unlimited-usage plan instead of a pay-per-event or pay-per-install model. Rather than the cost curve rising in lockstep with the company’s growth, the unlimited offer fixed the cost of measurement regardless of how many installs, events, or active users the app generated.
Critically, this wasn’t a stripped-down or “lite” alternative. The team confirmed that Affise’s MMP fully covered the functionality the company needed to evaluate Adjust in the first place: install attribution, multi-touch and fraud-prevention capabilities, deep linking, real-time event tracking, and integrations with the ad networks and analytics tools already in the company’s stack. In other words, the company didn’t have to trade capability for cost savings. It got the same functional coverage at a predictable, lower price.
Once the cost comparison was laid out side by side, the decision became straightforward. The unlimited pricing model meant:
What began as a lead leaning toward a competitor turned into a switch once the real, scaled cost of ownership was on the table. For high-volume, high-growth verticals like ride-hailing, where event volume is the norm rather than the exception, a fixed-cost unlimited model often beats a per-unit pricing structure, even when both providers offer comparable functionality on paper.
For ride-hailing, delivery, and other high-transaction-volume apps, the real cost of an MMP only becomes visible once you model pricing against your actual scale, not the demo or the price list. Affise’s unlimited plan is built specifically for this kind of business: full MMP functionality, without the cost curve that punishes growth.
The primary driver was cost. The company initially leaned toward Adjust due to its market recognition, but when they modeled Adjust’s per-event pricing against their actual install and event volumes, the total came out several times higher than budgeted. Affise’s commercial team proposed an unlimited-usage plan with a fixed cost that did not scale with volume, making measurement expenses predictable regardless of growth. For a business scaling aggressively, this meant avoiding a cost curve that would otherwise eat into the performance marketing budget. To learn more about Affise’s mobile measurement capabilities, explore the Affise MMP platform.
No, the company retained full functionality without any trade-offs. Affise’s MMP completely covered all the features the company needed, including install attribution, multi-touch attribution, fraud prevention, deep linking, and real-time event tracking. In fact, the company got the same functional coverage it had originally sought from Adjust, but at a predictable and lower price. The attribution, anti-fraud, and analytics capabilities remained intact, so the switch was purely a financial decision with no operational compromise. For a detailed look at how Affise structures its plans for different business sizes, check out the Affise pricing page.
High-volume, high-growth apps in verticals like ride-hailing, delivery, and marketplace businesses benefit the most. These apps generate millions of events per month, and traditional per-unit pricing models become a serious cost center once volumes scale. Affise’s fixed-cost unlimited model is built specifically for this kind of business, providing full MMP functionality without the cost curve that punishes growth. The case study demonstrates that for such companies, the real cost of an MMP only becomes visible when pricing is modeled against actual scale, not just the demo or price list. Discover more about how Affise supports app growth on the Affise MMP overview page.
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