MMP (mobile measurement partner)

How it works

An MMP has three parts. An SDK inside your app reports each first open and each event you choose to send. Tracking links and integrations with ad platforms report the clicks and views that came before. A matching system then pairs the two and gives each install to one source.

The result goes two ways. You see it in a dashboard, split by channel, campaign and creative. The ad platform receives it as a postback, which its bidding system can use to find more people like the ones who converted.

When it matters

You need an MMP when you pay for installs on more than one channel, or when you want to judge a channel by purchases as well as installs. Each ad platform reports only its own activity and counts by its own rules, so two platforms can both claim the same user. The MMP applies one rule to all of them and counts that user once.

An app with no paid traffic can wait. The guide on whether you need an MMP at all covers that decision.

How it relates to attribution

Attribution is the task and the MMP is the company that performs it. It works through integrations with the ad platforms. Settings such as the lookback window are the rules you give the MMP for making each match.