Mobile Measurement Partners (MMPs)

Essential mobile infrastructure. What MMPs do, vendors, setup, event mapping, attribution methodology, post-ATT role.

Why MMPs matter

Mobile Measurement Partners (MMPs) are the third-party infrastructure for mobile attribution and analytics. They mediate between apps, ad networks, and analytics tools. Without an MMP, mobile growth flies blind.

What MMPs do

• Install attribution across networks.
• In-app event tracking.
• Postback management (especially SKAN).
• Fraud detection.
• Cohort analysis.
• Cross-platform unification.
• Ad-network integrations.

Major MMPs

• AppsFlyer. Largest market share.
• Adjust. Strong European presence.
• Branch. Deep linking + attribution.
• Singular. Marketing analytics + attribution.
• Kochava. Established legacy.
• Tenjin. Mid-market and indie.

Setup

• SDK integration in app (iOS and Android).
• Network integrations configured.
• Event taxonomy designed.
• SKAN configuration (iOS specific).
• Dashboard customization.
• Data export to warehouse if applicable.

Event mapping

• Install (automatic).
• Activation milestone.
• Purchase events.
• Subscription events.
• Engagement milestones.
• Custom events per business.
• Event parameters for richness.

Attribution methodology

• Click attribution. Within attribution window (24h–30d typical).
• View-through. Impressions counted within shorter window.
• Last-touch default. Multi-touch optional.
• iOS post-ATT. SKAN aggregate + ASA deterministic.
• Probabilistic attribution. Banned under ATT for iOS.

Post-ATT MMP role

• SKAN postback management.
• Conversion value (CV) schema design.
• Cohort analysis from limited signal.
• Modeled conversions integration.
• Apple Search Ads attribution preserved.
• Cross-platform Android measurement.

Advanced playbook

• CV schema designed for LTV signal.
• Network integrations all configured.
• Fraud filtering enabled.
• Warehouse data export.
• Quarterly MMP vendor evaluation.
• Cross-platform attribution unified.
• Cohort analysis automated.
• Web-to-app attribution if applicable.
• Annual MMP vendor RFP if scale justifies.
• Modeled conversion integration.

Common mistakes

• MMP not configured before launch.
• SKAN CV schema poorly designed.
• Network integrations incomplete.
• Event taxonomy inconsistent.
• Fraud filtering off.
• Probabilistic attribution attempted on iOS.
• Cohort analysis not used.
• Cross-platform views absent.
• Warehouse export not configured.
• Vendor reviewed once and never again.

Operating checklist

• MMP chosen and integrated
• SDK in iOS and Android
• Network integrations configured
• Event taxonomy documented
• SKAN CV schema designed
• Fraud filtering enabled
• Warehouse data export
• Quarterly cohort analysis
• Annual vendor review
• Cross-platform unification

Part of the Mobile App Growth series.