---
title: Mobile Measurement Partners (MMPs) — RGM Training
url: https://realgrowthmatters.com/training/mobile-app-growth/mobile-measurement-partners-mmps/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/mobile-app-growth/mobile-measurement-partners-mmps/
---

[Home](../../../index.html) › [Training](../../index.html) › [Mobile App Growth](../index.html) › Mobile Measurement Partners (MMPs)

RGM° · Training

# Mobile Measurement Partners (MMPs)

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

### What you will learn

1. [Why MMPs are essential mobile infrastructure](#why)
2. [What MMPs do](#what)
3. [Major MMPs](#vendors)
4. [Setup and integration](#setup)
5. [Event mapping](#events)
6. [Attribution methodology](#attribution)
7. [Post-ATT MMP role](#post-att)
8. [Advanced playbook](#advanced)
9. [Common mistakes](#mistakes)
10. [Checklist](#checklist)

## 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

## Sources and further reading

- AppsFlyer, Adjust, Branch, Singular documentation
- SKAdNetwork documentation
- MMP comparison reports (eMarketer, Forrester)
- Mobile Marketing Association MMP guides
- Eric Seufert, Mobile Dev Memo
- RGM Mobile App Growth fundamentals
- Mobile Heroes podcast
- iAB Mobile measurement standards
- Liftoff annual reports
- SensorTower research
- RGM Attribution & Measurement series
- Apple WWDC SKAN sessions

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Part of the [Mobile App Growth](../index.html) series.