A Mobile Measurement Partner (MMP) is a third-party analytics platform that measures mobile app marketing performance. MMPs act as a neutral referee between app publishers and their advertising partners, providing unbiased attribution data that both sides can trust.
What Does an MMP Do?
- Tracks app installs and attributes them to the correct marketing channel
- Measures post-install events (purchases, registrations, level completions)
- Detects and blocks mobile ad fraud
- Provides real-time dashboards for campaign performance
- Sends postback signals to ad networks for campaign optimization
- Manages deep links for seamless user journeys
Why Use an MMP Instead of Ad Network Data?
Every ad network reports its own data, which creates a problem: if you run campaigns on Google Ads, Meta and TikTok simultaneously, each will claim credit for the same install. An MMP provides a single source of truth by using a last-touch or multi-touch model to assign credit to the correct channel.
Without an MMP, you're relying on self-reported data from ad networks — the same companies you're paying for traffic. An MMP gives you independent verification.
Top MMPs in the Market
| MMP | Best For | Pricing |
|---|---|---|
| AppMeasurely | Growing apps, startups, agencies | Free plan available |
| AppsFlyer | Enterprise apps | From $0.05/conversion |
| Adjust | Enterprise apps | Custom pricing |
| Branch | Deep linking focus | Custom pricing |
| Singular | Marketing analytics | Custom pricing |
How to Choose an MMP
- SDK ease of integration — How quickly can your dev team integrate?
- Fraud protection — What fraud detection methods are available?
- Partner integrations — Does it integrate with your ad networks?
- Pricing — Is it affordable for your install volume?
- Dashboard — Is the reporting easy to understand?
AppMeasurely is a modern MMP built for growing apps. Free plan includes 1,000 installs/month with full attribution, fraud detection and partner analytics. Try it free →