What Is an MMP and Why Does Your App Need One?

Year after year, the mobile marketing industry is becoming increasingly complex. With new privacy requirements emerging, users coming from multiple channels, and budgets being spent without delivering results. This is where MMP platforms come in, helping marketers conduct deep analysis, adjust strategies, and make the right decisions when optimizing advertising campaigns.

What Is MMP?

MMP or Mobile Measurement Partner is an advertising campaigns’ data analytics platform that enables marketers to evaluate performance. These platforms provide data on clicks, impressions, and installs from multiple sources, linking user behaviour to specific advertisements and channels.

Benefits of MMP

1. Efficient budget allocation. Accurate analytics help identify which traffic sources perform best and which underperform, allowing effective budget distribution and driving ROAS/LTV.
2. Campaign scaling. The platform makes it easier to expand ad campaigns by offering built-in tools for testing new advertising networks.
3. Save time on reporting. An MMP automatically tracks and attributes every advertising network, so you no longer have to manage massive spreadsheets by hand.
4. Ease of use. Raw and aggregated data from paid sources and organic traffic are displayed in a single dashboard, helping to conduct analysis faster and more conveniently.

How to Choose the Right One?

Considering the right MMP has a direct impact on app advertising performance. When deciding which one to choose, pay attention to:

1. Data protection. In such an era of increasingly strict regulations, ensure your MMP doesn’t use your customer data for its own business purposes or share it with third parties.
2. Fraud prevention and mitigation. Give preference to ones that actively prevent ad fraud and work with trusted ad networks that support a transparent ecosystem.
3. Advanced analytics and broad functionality. Multi-channel attribution and a comprehensive feature set help optimize your advertising budget. Pay attention to capabilities such as deep linking, real-time analytics, omnichannel LTV, and cross-channel attribution, as they enable a holistic evaluation of campaign performance.
4. Reputation. Select a MMP with a strong reputation, positive testimonials, and experience working with companies such as yours.

Platforms Overview

The market offers a wide range of MMP platforms, each providing its own set of tools. The right choice depends on your business goals, marketing objectives, and data privacy requirements. Below, we review key Mobile Measurement Partners that have built a strong reputation and proven themselves in the market.

AppsFlyer

AppsFlyer enables data collection from multiple platforms and allows optimize advertising campaigns promptly. The MMP consists of several interconnected modules that cover the entire mobile marketing lifecycle. AppsFlyer is a major player in the market and offers the broadest—and most premium—feature set compared to other MMPs.

Pros of AppsFlyer

1. Seamless integrations. AppsFlyer offers over 9,000 integrated advertising partners, media sources, and analytics tools. If you are looking for a new partner, it takes just a few clicks (provided the partner is available in the catalog).
2. Reliable fraud protection. The platform utilizes machine learning, a combination of rules, and a set of signature-based methods to analyze all parameters in real time and detect anomalies. Fraud protection is available as a separate add-on module.
3. Adaptability to market changes. Following the introduction of ATT and SKAdNetwork, AppsFlyer launched Advanced SKAN Solution (algorithms for more accurate interpretation of limited data) and Privacy Cloud (a suite of products designed to operate in data-restricted environments).

AppsFlyer Solution Packages for Marketers

AppsFlyer offers three service packages for mobile attribution:

• Zero — designed for apps that need a simple and intuitive tool for managing media sources. The package isn’t suitable for apps with paid features.
• Growth — intended for startups that require tools to measure the performance of paid advertising campaigns.
• Enterprise — built for larger companies looking to boost their revenue.

For convenience, we have prepared a comparison table of the pricing plans and outlined the features of the each package.

For testing, start with Zero. You can get familiar with the platform and decide whether it meets your needs or not. If you plan to launch your first paid campaign, choose the Growth plan, which includes 12,000 free conversions (after the limit is reached, a fee of $0.07 per conversion applies). For app scaling, deeper analytics, and robust fraud protection Enterprise will be the best one.

Adjust

Adjust is a mobile analytics, attribution, and marketing optimization platform. The platform collects advertising data, links it to in-app user actions, and shows which traffic sources provide the best results. Adjust is the second-largest player in the market after AppsFlyer and is widely used worldwide: more than 300,000 apps trust this MMP.

Solutions for Mobile Marketers

1. Fraud prevention. Adjust includes a fraud protection module that blocks invalid clicks and installs, helping preserve marketing budgets and improve data accuracy.
2. Deep linking. With this function you can engage users from any platform and increase conversion rates.
3. iOS & SKAN. The platform is integrated with SKAN and ATT, enabling accurate measurement of advertising performance on iOS.
4. Connected TV and Over-the-Top (OTT). Adjust helps strengthen an omnichannel strategy and acquire users through CTV and OTT channels.
5. ROI measurement. Gain full visibility into campaign performance, including results, revenue, and spend, allowing you to manage ROI and ROAS effectively.
6. Cross-device attribution. The platform attributes user interactions with ads across mobile devices, TVs, PCs, gaming consoles, the web, and more.

Adjust Solution Packages

Adjust, as a Mobile Measurement Partner, offers three solution packages designed for different business scales:

• Base — includes up to 1,500 attributions per month and is a good fit for small teams and early-stage developers. A free trial period is available.
• Core — intended for SME companies and provides up to 250,000 attributions per year, unlocking more opportunities for analytics and growth.
• Enterprise — designed for large app developers and supports more than 250,000 attributions annually.

It is worth noting that Adjust onboarding is more affordable than purchasing an AppsFlyer module. Despite offering fewer features than its main competitor, Adjust remains highly competitive and provides unique capabilities.

A more detailed breakdown of features for each package is provided in the comparison table below.

Note: The Base package can be started for free with attribution limits. For the Core and Enterprise packages, Adjust provides commercial pricing on request, as costs depend on data volume and selected features.

Branch

Branch helps find users worldwide across multiple devices and turns data into actionable results. High data accuracy, seamless integration, and global support give you a competitive edge in the market.

Key Features of the Branch

1. Post-install attribution. The MMP tracks installs and measures impact on page views, registrations, purchases, and other events—even before an app is installed (for instance, when users interacts with a website before downloading the app).
2. Cross-platform identification. Branch links a single user across different devices and channels, enabling a complete view of the customer journey.
3. Deferred deep linking. Improves CRs and boosts user experience.
4. Visual builder. Make pop-ups, banners, and full workflows to guide users from the web to the app, boosting install conversions.
5. Advanced LTV Analytics. The platform provides predictive LTV modeling, cohort analysis, and insights into which channels bring the most valuable users.
6. Personalization and Audience Management. Branch offers features such as exporting raw data for analysis in BI systems and creating cross-channel user engagement workflows based on user behavior. Additionally, user segments can be exported to Facebook and Google for retargeting and lookalike audience campaigns.
7. Comprehensive SKAN Support. Tools for configuring, analyzing, and modeling iOS campaigns, including support for SKAN 4.0.
8. Probabilistic Attribution. Fills data gaps caused by ATT and other privacy restrictions.

Branch Solution Packages

The MMP offers three packages, each with a specific set of features:

• Activation — includes short links with web configuration, custom app link domains, and QR codes. Price starts at $199 per month.
• Engagement — offers direct and deferred deep links, QR codes, and landing pages. Price starts at $499 per month.
• Performance — provides robust ad attribution and linking, integration with advertising partners, and callback requests. Price starts at $499 per month.

Each package includes a free trial period, helping you to get familiar with the platform and make an informed purchase decision.

Singular

Singular is an end-to-end growth platform that provides mobile marketers with a complete view of app advertising and ROI. The key advantage of this MMP is its comprehensive approach, addressing the main challenges of modern mobile marketing. Let’s explore the capabilities offered by this Mobile Measurement Partner.

Singular Capabilities for Marketers

1. Complete ROI visibility. MMP collects cost data from 1,000 advertising sources and matches it with attribution data, forming the basis for ROAS calculation.
2. Cross-platform attribution. You can set attribution rules for each channel, including touchpoint priority, lookback windows, and more. It supports all methods—from SKAdNetwork and UTM to Multi-Touch Attribution (MTA) and web-to-app attribution.
3. Advanced fraud protection. The partner blocks fake clicks, impressions, and installs before attribution, helping save budget and ensuring clean, reliable data.
4. Unified Data Pipeline. Marketing data, including attribution, spend, creatives, ad revenue, and app monetization, is automatically uploaded to systems: databases (Redshift, BigQuery), storage (S3), or BI tools (Tableau).
5. Universal and Deep Links. Tools for creating smart links that work across all platforms and provide a seamless user experience.

Who Is the Singular MMP Platform For?

• Marketers operating in iOS 14+ environments need to interpret SKAdNetwork data and integrate it with other metrics.
• Data-driven teams that want to build custom analytics models on raw data instead of relying solely on standard MMP reports.
• Companies with large advertising budgets, for whom accurate ROAS calculation and fraud protection are key performance indicators.

To get detailed information and to assess how the platform meets technical and business requirements, request a personalized product demo or discuss a free trial on Singular’s website.

Tenjin

Tenjin is a certified MMP that provides advertisers with effective tools to evaluate user acquisition strategies. Tenjin’s core philosophy is to offer easy access to professional tools. The MMP removes complex integrations, opaque pricing, and the need for a dedicated analytics team. Instead, it provides an intuitive toolkit that allows small and growing teams to compete on equal footing with larger players.

MMP Tenjin Capabilities for Marketers

1. Seamless integration. The MMP platform is integrated with over 1,000 advertising partners, enabling clients to instantly test different traffic sources.
2. DataVault Channel. You can export data on installs, events, spend, and revenue to your own systems (cloud storage, databases, BI tools). Tenjin enables the creation of custom models, LTV forecasting, and deeper analysis of affiliate metrics, while keeping full control over your data.
3. iOS Campaign Analysis. The partner provides advanced tools for configuring, modeling conversions, and interpreting sparse SKAN data. Marketers can recover lost analytical detail and continue optimizing iOS campaigns.

Tenjin Solution Packages

Tenjin follows a transparent pricing model and offers packages such as Free, All-in-One, and Enterprise. We’ve compiled key information to help you make an informed choice in the table below.

In summary, Tenjin is a highly advanced MMP platform that enables effective app marketing. The partner has processed over $7 million in ad spend, and more than 11,000 apps use the Tenjin SDK.

Comparison

All MMPs provide basic attribution and reporting, but they differ in analytics depth, LTV forecasting approaches, and fraud protection. We compared key players mentioned above and summarized parameters in the table below.

Key Takeaways

Our review showed that each platform has its own strengths. AppsFlyer and Adjust stand out for their comprehensive analytics and scalability for big projects. Branch is ideal for deep linking and web-to-app strategies. Singular focuses on ROI and BI integration, while Tenjin offers simple and effective solutions for SMB teams. So, the final choice depends on your business goals, budget, and the level of analytics you need.