MMPMobile Measurement Partner
An MMP is a third-party tool (AppsFlyer, Adjust, Singular, Branch) that handles mobile app attribution across ad networks, including SKAN and probabilistic modeling.
What does MMP actually mean?
Mobile Measurement Partners (MMPs) are third-party attribution platforms that sit between mobile ad networks and your app, deduplicating attribution across networks and providing unified reporting. Major MMPs in 2026: AppsFlyer (largest), Adjust (acquired by AppLovin), Singular, Branch.
MMPs solve a problem unique to mobile: a single install can be attributed by Meta, TikTok, Google AC and AppLovin all at once, leading to massive double-counting. The MMP runs ‘last touch’ or model-based attribution and gives each network credit for distinct installs. They also handle SKAN postbacks, probabilistic modeling for non-consenting users, and fraud detection.
Cost: MMPs charge per install or as a percentage of UA spend. AppsFlyer and Adjust at scale typically run $0.05-$0.15 per attributed install, which adds up to $5K-$50K/mo for medium-volume apps.
Example
A gaming app uses AppsFlyer as its MMP. Meta, TikTok and Google AC all run UA campaigns. AppsFlyer deduplicates attribution, gives each install to the network that earned the click, handles SKAN postbacks, and produces unified ROAS reporting.
When it matters
Every serious mobile UA team runs an MMP. Multi-network attribution without one is mostly fiction.
Related terms
ATT
ATT is Apple's iOS opt-in framework: apps must ask permission before tracking users across other apps and websites.
SKAdNetwork
SKAdNetwork is Apple's privacy-preserving framework for mobile attribution. It provides aggregated, delayed conversion data without exposing user IDs.
Attribution
Attribution determines which ad touchpoint receives credit for a conversion, using last-click, first-click, time-decay or data-driven models.
Incrementality
Incrementality measures the additional revenue ads generate vs. what would have happened without them, usually measured via holdout tests or geo-experiments.
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