What is an MMP?
A Mobile Measurement Partner (MMP) is a third-party company that provides attribution, analytics, and measurement services for mobile apps. MMPs act as an unbiased intermediary between advertisers and ad networks, determining which marketing touchpoints deserve credit for driving app installs and in-app events.
Leading MMPs in the Industry
AppsFlyer
Market leader with comprehensive attribution and marketing analytics suite.
Adjust
Known for strong fraud prevention and privacy-focused solutions.
Singular
Combines attribution with cost aggregation and creative analytics.
Branch
Specializes in deep linking with attribution capabilities.
Key MMP Features
- ✅ Attribution: Determine which ads drive installs and conversions
- ✅ Deep Linking: Route users to specific in-app content
- ✅ Fraud Protection: Detect and block fraudulent installs
- ✅ Cohort Analysis: Track user behavior over time
- ✅ ROI Measurement: Connect marketing spend to revenue
- ✅ SKAN Support: iOS 14+ privacy-compliant attribution
- ✅ Raw Data Export: Access granular data for custom analysis
Why You Need an MMP
Single Source of Truth: Without an MMP, every ad network would claim credit for the same install. MMPs provide deduplicated, unbiased attribution.
Cross-Channel Visibility: See performance across all marketing channels—paid, organic, owned—in one dashboard.
Fraud Prevention: MMPs identify click injection, click spamming, SDK spoofing, and other fraud tactics that waste ad budgets.
Privacy Compliance: Navigate GDPR, CCPA, and ATT requirements with privacy-first measurement approaches.
MMP Comparison
| Feature | AppsFlyer | Adjust | Singular |
|---|---|---|---|
| Pricing Model | Per Conversion | Per Conversion | Flat Rate |
| Fraud Suite | Protect360 | Fraud Prevention | Fraud Prevention |
| Cost Aggregation | ROI360 | Datascape | Native |
| SKAN Support | ✅ Full | ✅ Full | ✅ Full |