In today’s competitive mobile app landscape, running effective user acquisition campaigns requires more than just placing ads. To understand which campaigns drive installs, engagement, and revenue, you need a Mobile Measurement Partner (MMP). An MMP is a third-party platform that accurately tracks, attributes, and analyzes user activity across all marketing channels, helping you make smarter decisions and maximize ROI.
In this guide, we’ll break down how MMPs work, why they’re essential, and how to choose the best one for your app.
How Does an MMP Work?
At their core, MMPs provide accurate attribution and unified analytics. Here’s how:
SDK Integration – The MMP collects install and in-app event data through its SDK integrated into your app.
Attribution – It assigns credit for installs and user actions, using device IDs, probabilistic methods, or privacy-focused solutions like Apple’s SKAdNetwork.
Analytics & Reporting – MMPs consolidate data from all advertising channels into a single dashboard, providing insights into campaign performance, user behavior, and ROI.
Why MMPs Are Essential for App Marketers
Choosing the right MMP can make a huge difference in your marketing efficiency. Benefits include:
Unbiased attribution: See which channels and campaigns truly drive installs and revenue.
Fraud protection: Top MMPs include tools to detect invalid activity and protect your ad spend.
Privacy compliance: Navigate regulations like GDPR, CCPA, and Apple’s ATT framework.
Real-time insights: Optimize campaigns quickly with accurate, consolidated data.
Leading MMPs to Consider
Here’s an overview of the most trusted MMPs for 2025:
1. AppsFlyer
Strengths: Enterprise-grade attribution, predictive analytics, SKAdNetwork support, and fraud protection.
Best for: Large-scale marketing teams and enterprise apps needing detailed insights.
Notable Features: Multi-touch attribution, deep linking, historical data export, flexible pricing including a free Zero plan.
2. Adjust
Strengths: Top-notch privacy and security, fraud prevention, server infrastructure, SKAdNetwork compatibility.
Best for: Apps requiring strong compliance and privacy focus.
Notable Features: Marketing automation, real-time dashboards, customizable pricing for indie developers to enterprises.
3. Singular
Strengths: Unified analytics combining spend and attribution, creative performance tracking, fraud prevention.
Best for: Multi-channel marketers seeking clear ROI and creative optimization.
Notable Features: Touchpoint optimization, multi-touch attribution, flexible enterprise plans.
4. Branch
Strengths: Deep linking, cross-platform attribution, web-to-app journeys, deferred deep linking.
Best for: E-commerce and direct-to-consumer apps with omnichannel funnels.
Notable Features: SKAN Unified View for iOS, SafeTrack for privacy compliance, free plan for small apps.
How to Choose the Right MMP
Selecting an MMP requires strategic evaluation. Consider the following:
App Scale – Choose a platform that scales affordably with your install volume and in-app events.
Data Needs – Do you need raw data exports or real-time dashboards for in-depth analysis?
Privacy & Fraud Protection – Ensure the MMP meets regulations (GDPR, CCPA, ATT) and has strong anti-fraud tools.
Integrations – Check for compatibility with ad networks, CRMs, BI tools, and Apple Ads.
Support & Reputation – Evaluate customer support, onboarding processes, and platform reliability.
Pricing – MMPs vary from free entry-level plans to custom enterprise pricing. Understand what features you need and how costs scale with usage.
MMP Pricing Basics
Free Plans – AppsFlyer’s Zero plan and Branch’s free plan are ideal for startups.
Usage-Based Billing – Most MMPs charge based on events tracked (installs, in-app actions).
Enterprise Custom Plans – Tailored solutions for high-volume apps needing extra support or features.
Additional Costs – Onboarding fees, premium features, or raw data access may come at an extra cost.
Final Thoughts: Which MMP Is Best?
There’s no one-size-fits-all answer. Your choice depends on:
Budget
App scale and type (gaming, e-commerce, subscription)
Privacy and compliance needs
Required analytics depth
Integration requirements
Quick Overview:
| MMP | Best For | Key Strengths |
|---|---|---|
| AppsFlyer | Enterprise & large-scale marketing | AI insights, privacy, broad integrations |
| Adjust | Privacy-focused global apps | Fraud prevention, SKAdNetwork support |
| Singular | Multi-channel ROI & creative optimization | Unified analytics, creative tracking |
| Branch | E-commerce, DTC, omnichannel funnels | Deep linking, cross-channel attribution |
By evaluating these factors carefully, you can choose an MMP that not only tracks your app performance accurately but also helps drive real growth.
Want expert help choosing and integrating your MMP?
Contact PUBLICO today to get tailored guidance for your app’s success.
