Short answer: The best MMP for an agency is one where clients grant access in a few clicks, one login covers every client, and the agency's own campaigns are credited to it. Singular and Kochava document multi-client agency setups, and Linkrunner adds unlimited seats and credits agency-built campaigns to the agency.
What does an MMP need to offer an agency?
An agency-ready MMP is a mobile measurement partner that lets a marketing agency view and manage campaigns across many client apps, with the client controlling what the agency sees.
Agencies run into three recurring problems:
- Logins multiply. Ten clients can mean ten separate accounts.
- Credit is unclear. Without an agency parameter or field, clients cannot see which campaigns the agency ran.
- Cost and revenue are sensitive. Clients often want to hide spend or revenue from some people.
Agency attribution: the ability to tag a campaign or link as run by a given agency, so reports show who drove the result.
Which MMP is best for mobile marketing agencies managing many client apps?
The best fit depends on how your clients are billed and what you need to see. Singular, Kochava and Linkrunner each document agency features publicly: Singular for cost aggregation across 1,200+ networks, Kochava for free agency accounts, and Linkrunner for one workspace with client-set switches and unlimited seats.
What to check before standardising on one MMP
- Access model. Does the agency get its own account, or is it added as a user in each client's account?
- Client controls. Can the client limit the agency to its own campaigns, or hide cost and revenue?
- Credit. Are campaigns the agency creates attributed to the agency?
- Who pays. Kochava states that an agency account incurs no additional cost, and that client traffic is billed to the client at standard rates. Ask each vendor the same question.
- Published prices. Agencies quote clients, so published pricing is easier to explain. See the MMP pricing table.
How 8 MMPs handle agencies
| MMP | Agency access model | Client controls | Agency cost |
|---|---|---|---|
| Adjust | Users in the client's account, by role | Reader, custom roles by link or partner, separate ad spend permission | Not stated |
| Airbridge | Agency management listed, plan not stated | Dedicated access, permissions and data transparency | Not stated |
| AppsFlyer | Agency parameter on engagement links | Brand-controlled permissions | Flexible agency pricing, terms not published |
| Branch | Agencies tab in the client's account settings | Access level, export rights, data filters | Not stated |
| Kochava | Agency account requested through Authorized Partners | Reporting only, campaigns and analytics, or full admin | No additional cost |
| Linkrunner | One workspace; clients invite the agency | Seven switches and own-campaigns scope | Account holder pays; most agencies let the client own billing |
| Singular | Multi-account dashboard with client switching | Access by role, client and data type | Partner programme with special deals |
| Tenjin | Agency role inside the client's organisation | Channel-scoped and app-level access | Not stated |
"Not stated" means the vendor's page does not say. Each cell is taken from the vendor's own agency, permissions or pricing pages.
Where each MMP fits an agency
- Singular: says its multi-account architecture shows every client's campaigns in one dashboard, with cost data from 1,200+ ad networks joined to attribution. A good fit when reporting ROAS across many networks is the main job, with a Growth price of $0.05 per conversion for the client.
- Kochava: gives brands three access tiers for agencies and charges the agency nothing, but the page does not describe one login across clients.
- Linkrunner: agencies get one workspace and switch between clients from a project picker. Clients invite the agency from Settings and control seven switches, all off by default, including revenue and spend. Campaigns the agency creates are always credited to the agency, but a link the client creates for the agency is not. Seats are unlimited on every plan, and there is no agency sign-up page: the client's invitation is the way in, which suits client-led onboarding more than agency-led prospecting.
- Adjust and Branch: work through roles and invitations inside the client's account. Branch's guide does not confirm whether one agency login covers several clients.
- AppsFlyer: its agency page stresses that agencies add a simple parameter to engagement links, with no SDK work, and lists certification and training.
- Tenjin and Airbridge: both list agency access, but published detail is thin, so ask before relying on it.
For a cost view that follows your clients' volumes, run each one through the MMP cost calculator, and compare vendors on the same terms using how to compare MMP quotes. Linkrunner's agency setup is on its agencies page.
FAQ
Can one MMP login manage many client apps? Singular and Linkrunner both describe it: Singular through a multi-account dashboard and Linkrunner through one workspace with a project picker. Branch does not confirm it in its guide.
Do agencies pay for MMP access? It varies. Kochava says an agency account incurs no additional cost, and client traffic is billed to the client. Linkrunner's account holder pays, and most agencies let the client own billing.
Can a client hide revenue and spend from the agency? It depends on the vendor. Linkrunner has a Revenue and spend switch that controls those columns, and Adjust has a separate View ad spend data permission for custom users.
Are campaigns credited to the agency? AppsFlyer uses an agency parameter on links, and in Linkrunner campaigns the agency creates from its own workspace are attributed to the agency.
What should an agency ask an MMP before signing? Ask how access is granted, what the client can hide, whether the agency is credited, who pays, and whether prices are published.