Lessons in Localization: Adjust

The Nimdzi Lessons in Localization series highlights the largest, most innovative, and most successful globalization programs in the world.

In today's Lesson in Localization, we look at how Adjust does localization.

A lesson by Hannah Leske.

About Adjust

Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions for measuring and optimizing campaigns and protecting user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support. 

In 2021, Adjust was acquired by AppLovin, a leading marketing software company providing developers with a powerful, integrated set of solutions to grow their mobile apps.

“All of these benefits are available through a single platform that offers unrestricted access to all of our features — removing obstacles that stand in the way of growth. With Adjust, marketers finally have the analytics solutions and support they need to reach their goals.”

The company has 16 offices around the world and is trusted by over 50,000 apps, including the likes of Rakuten Viber, Runtastic, BlaBlaCar, and Monzo.

Adjust has had some exciting changes in 2021 — most significantly joining forces with AppLovin. The company also refreshed its brand with a new look and feel. Of course, the Localization team has played an integral role in these changes, from creating six new regional microsites to localizing messaging and marketing materials in 14 languages. If one thing seems to be true, it’s that the increased workload has given the team greater license to think even bigger and take localization to the next level.


A highly valued localization team: Key stakeholders appreciate the importance of the localization program and are invested in the processes and outcomes.

Close collaboration: The small internal team works closely with both internal product and marketing teams, as well as a close-knit team of freelance experts.

Human translation only, for now: The highly complex product and content means that machine translation has not yet been incorporated into the localization processes, and this is not expected to change within the coming year.

Fast facts:

Included in this lesson in localization

  • Localization at Adjust: an overview
  • Culture
  • Organization
  • Languages
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Interesting initiatives

This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Selcen Kalender, Head of Localization at Adjust for sharing a valuable lesson in localization.

Special thanks to Òscar Villarreal Gil, Localization Project Manager at Adjust for sharing a valuable lesson in localization.

Hannah Leske Nimdzi Insights

This Lesson in Localization was prepared by Nimdzi's Localization Researcher, Hannah Leske. If you wish to learn more, reach out to Hannah at [email protected].

5 July 2021

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