Three ad networks were all claiming credit for the same install. Facebook said they drove it. Google said they drove it. Unity said they drove it. We'd spent $12 total across the three—and only one user had actually installed.
Without an MMP, I had no way to know who was telling the truth. Every network was self-reporting, and every network had an incentive to claim everything they could. I was essentially writing checks based on the honor system.
That's when I finally understood why MMPs exist—and why trying to run mobile UA without one is like driving blindfolded.
What MMPs Do
Core Functions
- Attribution: Credit installs to the right source
- Analytics: Track post-install behavior
- Fraud detection: Identify and block fake installs
- Deep linking: User routing and deferred deep links
📊 Why MMPs Matter
Without an MMP, you're flying blind. Self-reported numbers from ad networks typically overcount by 20-40% due to multi-touch journeys. MMPs provide unbiased, deduplicated attribution.
Major MMPs Compared
AppsFlyer
- Market leader, largest integration network
- Strong fraud protection (Protect360)
- Comprehensive feature set
- Premium pricing
Adjust
- Strong privacy focus
- Acquired by AppLovin
- Good for gaming
- Competitive pricing
Branch
- Best-in-class deep linking
- Strong for organic attribution
- Web-to-app journeys
- Growing market share
Singular
- Marketing analytics focus
- Cost aggregation built-in
- Creative analytics
- Good for sophisticated teams
Choosing an MMP
Key Considerations
- Integrations: Does it support your ad partners?
- Features: Attribution, fraud, deep linking, SKAdNetwork
- Pricing: Per-attribution vs. MTU-based
- Support: Account management quality
"Switching MMPs is painful. Take time to evaluate properly upfront, because you'll likely be with your MMP for years."
Attribution Models
Last-Touch Attribution
- Standard model for most MMPs
- Credits the last ad interaction
- Simple, but misses multi-touch journeys
Multi-Touch Attribution
- Distributes credit across touchpoints
- Better reflects reality
- More complex to implement
SKAdNetwork & Privacy
- All MMPs now support SKAN
- Conversion value schema important
- Probabilistic modeling fills gaps
- Privacy-first future requires adaptation
Integrated with Major MMPs
ClicksFlyer integrates with all major MMPs for accurate attribution and reporting.
Get StartedImplementation Tips
- Implement SDK before launching campaigns
- Define your event taxonomy upfront
- Test attribution flows thoroughly
- Set up fraud filters appropriately
- Configure postbacks to all partners
Your MMP is the foundation of your mobile marketing stack. Invest in proper implementation, learn the platform deeply, and you'll make better decisions across all your campaigns.