Defined on this site
- MMP
- An MMP (mobile measurement partner) is a third-party service that records ad clicks, app installs and in-app events, decides which ad earned each install, and reports the result across all your ad channels in one place. Because it applies one counting rule to every channel, its report is the one you use to compare them.
- Install
- In mobile attribution, an install is the first time a person opens an app after downloading it. An MMP counts it at first open because that is the first moment its SDK runs and can report the device. A download that is never opened is not an install in an MMP report.
- Organic install
- An organic install is an app install that the MMP did not match to any ad click, ad view or tracking link. It is the default label for whatever is left after attribution, and it covers people who found the app through store search, word of mouth, press or their own curiosity. Its opposite is a non-organic install, which has a recorded source.
- Lookback window
- A lookback window, also called an attribution window, is the length of time after an ad click or ad view during which a later install or event can be credited to that ad. If the install happens inside the window, the ad gets the credit. If it happens after the window closes, the install is counted as organic or goes to a more recent ad.