Glossary /
MMP
Efficiency & cost
MMP
The third-party SDK that decides which ad network gets credit for each mobile install and in-app event.
Attribution & Measurement
Unit Economics
Data Governance & Nomenclature
Creative & Delivery
Audiences & Targeting
Mobile & Privacy
An MMP (Mobile Measurement Partner) is a third-party attribution platform — like AppsFlyer, Adjust, Singular, or Kochava — that uses an in-app SDK to track mobile installs and events and assign credit to the ad network that drove them.
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What is MMP?
Mobile apps can't share a clean conversion signal back to every ad network the way a website pixel can. Each network — Meta, Google, TikTok, Apple Search Ads — has its own SDK, its own attribution logic, and a strong incentive to claim every install it can. Left alone, they'll double-count the same user. The MMP solves this. You integrate one SDK, and every ad network sends its click and impression data to the MMP instead of attributing on its own. The MMP runs a single, consistent attribution model across all of them — last-touch within a lookback window, with deterministic and probabilistic matching — and deduplicates so each install is credited to exactly one source. That neutrality is the point. The MMP is the agreed referee, which is why install and cost-per-install numbers in the MMP rarely match the self-reported numbers in each ad network's own dashboard.
How MMP differs across ad platforms
AppsFlyer
The market-leading MMP. Networks integrate AppsFlyer's SDK and send click/impression postbacks; AppsFlyer's deterministic + probabilistic attribution decides the winner. Its self-attributing-network (SAN) integrations with Meta, Google, and TikTok mean those networks report directly into it.
Adjust
A common AppsFlyer alternative with similar SAN integrations and lookback-window logic. Differences in default attribution settings, fraud filtering, and reattribution windows mean Adjust and AppsFlyer can credit the same campaign slightly differently.
Singular
Combines MMP attribution with marketing-cost aggregation, so it stitches spend to installs in one place. Like Kochava, it's a neutral arbiter, but its cost-side ETL focus makes it popular with teams that want ROAS, not just attribution.
Common MMP misconceptions
The ad network's reported installs are the source of truth.
They aren't. Each network self-reports and over-claims. The MMP exists precisely because networks disagree — its deduplicated number is the closest thing to a neutral count, which is why it's usually lower than the sum of network dashboards.
All MMPs report the same numbers.
AppsFlyer, Adjust, and Singular use different default lookback windows, fraud rules, and reattribution logic. Moving between MMPs — or even comparing them — can shift attributed installs by double digits for the same campaigns.
Related Terms
Frequently Asked Questions
What is MMP in simple terms?
An MMP is a neutral referee for mobile app advertising. Instead of trusting each ad network to count its own installs, you let one third-party SDK (AppsFlyer, Adjust, Singular, Kochava) collect everyone's data and decide which network actually drove each install — counting each one only once.
How does MMP work?
Why does MMP differ across ad platforms?
How does Clarisights report on MMP?
Attribution & Measurement
Unit Economics
Data Governance & Nomenclature
Creative & Delivery
Audiences & Targeting
Mobile & Privacy
An MMP (Mobile Measurement Partner) is a third-party attribution platform — like AppsFlyer, Adjust, Singular, or Kochava — that uses an in-app SDK to track mobile installs and events and assign credit to the ad network that drove them.
?
?
What is MMP?
Mobile apps can't share a clean conversion signal back to every ad network the way a website pixel can. Each network — Meta, Google, TikTok, Apple Search Ads — has its own SDK, its own attribution logic, and a strong incentive to claim every install it can. Left alone, they'll double-count the same user. The MMP solves this. You integrate one SDK, and every ad network sends its click and impression data to the MMP instead of attributing on its own. The MMP runs a single, consistent attribution model across all of them — last-touch within a lookback window, with deterministic and probabilistic matching — and deduplicates so each install is credited to exactly one source. That neutrality is the point. The MMP is the agreed referee, which is why install and cost-per-install numbers in the MMP rarely match the self-reported numbers in each ad network's own dashboard.
How MMP differs across ad platforms
AppsFlyer
The market-leading MMP. Networks integrate AppsFlyer's SDK and send click/impression postbacks; AppsFlyer's deterministic + probabilistic attribution decides the winner. Its self-attributing-network (SAN) integrations with Meta, Google, and TikTok mean those networks report directly into it.
Adjust
A common AppsFlyer alternative with similar SAN integrations and lookback-window logic. Differences in default attribution settings, fraud filtering, and reattribution windows mean Adjust and AppsFlyer can credit the same campaign slightly differently.
Singular
Combines MMP attribution with marketing-cost aggregation, so it stitches spend to installs in one place. Like Kochava, it's a neutral arbiter, but its cost-side ETL focus makes it popular with teams that want ROAS, not just attribution.
Common MMP misconceptions
The ad network's reported installs are the source of truth.
They aren't. Each network self-reports and over-claims. The MMP exists precisely because networks disagree — its deduplicated number is the closest thing to a neutral count, which is why it's usually lower than the sum of network dashboards.
All MMPs report the same numbers.
AppsFlyer, Adjust, and Singular use different default lookback windows, fraud rules, and reattribution logic. Moving between MMPs — or even comparing them — can shift attributed installs by double digits for the same campaigns.
Frequently Asked Questions
What is MMP in simple terms?
An MMP is a neutral referee for mobile app advertising. Instead of trusting each ad network to count its own installs, you let one third-party SDK (AppsFlyer, Adjust, Singular, Kochava) collect everyone's data and decide which network actually drove each install — counting each one only once.
How does MMP work?
Why does MMP differ across ad platforms?
How does Clarisights report on MMP?
See Viewable Impression across every channel in one report
See Viewable Impression across every channel in one report
See viewability and vCPM across every platform—display, video, programmatic— in one normalized report, instead of reconciling vendor numbers by hand.
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