Glossary · MMP (mobile measurement partner)
What is an MMP (mobile measurement partner)?
An MMP (mobile measurement partner) is a third-party platform that attributes app installs and in-app events to the ad networks, campaigns and creatives that drove them.
Short answer. An MMP, mobile measurement partner, is an independent platform that tells an app advertiser which ad network, campaign and creative drove each install and in-app event. Singular, for example, describes itself as an attribution provider. An MMP is the shared scorebook across networks that each report their own results.
Definition
AppsFlyer defines an MMP as "a platform provider that attributes, collects, and organizes app data to deliver a uniform assessment of campaign performance metrics," and describes its role as "a trusted and impartial referee to rule on attribution." The need comes from the fact that every ad network reports its own conversions by its own rules, so an app running on several networks needs one neutral count.
How it works
The app installs the MMP's software development kit (SDK). In AppsFlyer's description, the MMP "matches campaign engagements with installs and post-intall in-app actions," using "a combination of device IDs for user level attribution, probabilistic modeling, or SKAdNetwork in iOS 14 for deterministic aggregated level attribution." AppsFlyer adds that it gives "one view consolidating all your raw and aggregated data for both paid media sources and organic activities."
On iOS, part of that attribution runs through Apple's SKAdNetwork, which AppsFlyer describes as aggregated-level attribution.
Worked example (illustration)
These are made-up round numbers. A game runs on three networks that together report 12,000 installs in a week. The MMP, deduplicating with one attribution rule, credits 9,000 paid installs and classes the rest as organic or credited elsewhere. The team now judges each network's CPI and ROAS on the 9,000, not on the 12,000.
What it tells a marketer, and what it does not
An MMP answers "which source gets credit?" consistently across networks and down to creative level. It does not answer "would this install have happened without the ad?" That is an incrementality question. Attribution windows and rules are settings, so two set-ups can credit the same install differently.
How it is used in app, game and brand advertising
For apps and games, the MMP is the standard source of truth for installs, in-app events, cohort LTV and ROAS by source. AppsFlyer's answer to who needs one is "any marketer with an app." Consumer brands that sell on the web rely more on web analytics and platform pixels, but brands with shopping apps use MMPs in the same way.
Common mistakes
- Expecting MMP and network numbers to match. They count differently; decide which one you report on.
- Leaving attribution windows at defaults without agreeing them with finance.
- Treating attributed installs as incremental installs.
- Not tracking the in-app events that matter (purchase, subscription), so the MMP can only report installs.
Flixr's view
Our view: the MMP is where creative should be judged for apps, because it ties an ad to what users did after the install rather than to the click. An engagement with us starts with read-only access to the client's results and ad accounts, so we are judged on the same numbers as their team. For how to trace results back to parts of an ad, see which part of my ad is driving installs or purchases.
Questions people ask
What does an MMP do?
It attributes app installs and in-app events to the ad network, campaign and creative that drove them, using one rule across every network, and reports the result in one place.
Who needs an MMP?
AppsFlyer's answer is any marketer with an app. In our view it becomes essential once you buy on more than one network, because each network counts its own conversions.
Does an MMP measure incrementality?
Attribution alone does not. It assigns credit to a touchpoint; whether the ad caused the install needs a holdout or other incrementality test.
Related terms
Sources