An MMP (Mobile Measurement Partner) is a third-party attribution provider that sits between ad networks and advertisers as the neutral source of truth on which ad drove which install. Without an MMP, each ad network self-reports its "wins" — and ad networks have every incentive to claim credit for installs they didn't actually drive. With an MMP, the install is verified by the MMP's SDK embedded in your app, which checks click records and impression history from all integrated networks and assigns credit based on configurable rules.
Major MMPs in 2026
- AppsFlyer — market leader, ~50%+ market share among mobile apps spending $1M+ annually on UA. Strongest network integrations.
- Adjust — second-largest. Particularly strong in EMEA and gaming.
- Singular — strong in marketing analytics + creative analytics alongside attribution.
- Branch — strongest in deep-linking and web-to-app journeys; attribution is part of their broader linking platform.
- Kochava — long-established, often used by enterprise / large gaming publishers.
- Tenjin — popular among independent / smaller publishers (free tier).
Most mature apps use one MMP. Switching is painful — the SDK is deeply embedded, historical data lives in the MMP's warehouse, and ad-network integrations are tied to the contract.
MMPs handle several jobs beyond raw attribution
- Cross-network adjudication — when Meta, TikTok, and AppLovin all claim the same install, the MMP applies the configured attribution rule (typically last-click within window) and assigns the install to one network.
- Fraud detection — ad networks have an incentive to over-claim; bot networks can fake clicks. MMPs run anti-fraud filters (device-anomaly detection, click-flood detection, install-velocity checks).
- Cohort analytics and LTV tracking — full post-install funnel reporting tied back to acquisition source.
- Integrations with analytics / BI platforms — feed attribution data into your warehouse, BigQuery, Snowflake, Mixpanel, Amplitude.
- Deep-link routing — link clicks open the right in-app destination, often with the same SDK.
Post-ATT measurement reality: on iOS, MMPs adapted by running two parallel pipelines — classic device-level attribution (for the 20-40% of users who opt in via ATT, plus the early adopters of probabilistic / fingerprinting before Apple restricted it) and SKAN aggregated attribution (Apple-signed postbacks from SKAdNetwork). On Android, MMPs still primarily use GAID for device-level matching, though Google's Privacy Sandbox for Android (phased rollout) will introduce SKAN-like aggregated attribution by ~2027.
The case for not using an MMP: small apps with single-network UA (e.g., Apple Search Ads only) can sometimes get by on Apple's own Attribution API and Meta's own attribution. But the moment you run on 2+ ad networks, the MMP becomes essential — the cost ($0.05-0.15 per attributed install at scale) is trivial vs the cost of bad cross-network attribution (paying multiple networks for the same install).
Major mobile measurement partners (2026)
| MMP | Market position | Strongest in | Pricing |
|---|---|---|---|
| AppsFlyer | Market leader (~50%+ share at $1M+ UA) | Network integrations, scale, fraud detection | $0.06-0.12 / attributed install + tiers |
| Adjust | Strong #2 | EMEA, gaming, creative-aware attribution | $0.05-0.10 / install + flat enterprise |
| Singular | Top 3 | Marketing + creative analytics + attribution combined | Custom enterprise pricing |
| Branch | Top 4 | Deep linking + web-to-app + cross-platform | $0.04-0.10 / install |
| Kochava | Enterprise / gaming | Long-established, large publisher contracts | Enterprise custom (typically flat) |
| Tenjin | Indie / smaller publishers | Free tier — ASA + basic SAN attribution | Free up to threshold, paid above |
Most mature apps use one primary MMP. Switching is painful (deep SDK integration, historical data, contract terms tied to network access), so pick carefully — most teams that pick wrong stay anyway.