Short answer: For an ecommerce app in India, pick the MMP that bills least for repeat activity, sends purchase revenue back to Meta and Google, and opens product deep links after install. Of the 8 compared here, Linkrunner states that re-engagements are never billed and publishes a rupee rate card, while AppsFlyer bills them; Kochava is the stronger fit if you also want Shopify-linked goals.
What does an MMP do for an ecommerce app?
An MMP for an ecommerce app is a mobile measurement partner that ties installs and purchases back to the ad, link or campaign that earned them, and returns that revenue signal to ad networks.
Ecommerce apps differ from most categories in three ways:
- Repeat purchase is the business. Most revenue comes from returning customers, so retargeting and win-back campaigns run all year.
- Links carry intent. A shopper tapping an ad for one product expects to land on that product, not the home screen.
- Revenue is the signal. Ad networks optimise better on purchase value than on installs.
Re-engagement: a campaign that brings an existing user back into the app, usually through retargeting. Some MMPs bill it as a conversion, so it affects your bill as well as your reporting.
What is the best MMP for an ecommerce app in India?
The best MMP for an ecommerce app in India is the one whose billing and data features match a repeat-purchase business: low or no charge for re-engagements, purchase events sent to ad networks, deferred deep links to product pages, and fraud protection. No single vendor wins every criterion, so shortlist on billing first.
What should an Indian ecommerce team check?
- Re-engagement billing. AppsFlyer's pricing page says a billable conversion includes installs, re-engagements and re-attributions, at $0.07 per conversion on Growth after the first-year welcome package of 12k free conversions. Singular's pricing page lists $0.05 per conversion on Growth but does not define what counts.
- Revenue events to ad networks. Check that purchase value reaches Meta and Google as a postback, not just the install.
- Deep links to product pages. Deferred deep linking should open the right product after install, on the plan you will actually buy.
- Fraud on the plan you pay for. Promo codes and first-order discounts attract fake installs. Adjust sells its Fraud Prevention Suite as a paid add-on, while Kochava lists AI-powered fraud prevention on its free plan.
- Rupee billing and local support. Rupee pricing and an Indian team matter for finance sign-off. Pricing pages for Airbridge and Kochava do not mention India or rupees, so ask before assuming.
How 8 MMPs compare for ecommerce billing
| MMP | Billing basis | Free tier | Re-engagement billing |
|---|---|---|---|
| Adjust | Conversions, prices not public | 1.5k conversions a month, first year | Not published |
| Airbridge | Data points, from $40 a month | 30-day trial | Not published |
| AppsFlyer | $0.07 per conversion (Growth) | 12k conversions, first year | Billed |
| Branch | No public prices | Trial only | Not published |
| Kochava | Plans from $500 a month | 10k conversions a month | Not published |
| Linkrunner | $0.012 to $0.007 per attributed install | 25k installs, no expiry | Never billed |
| Singular | $0.05 per conversion (Growth) | 15k paid conversions | Not defined on pricing page |
| Tenjin | $200 to $1,000 a month | 2k conversions a month | Not published |
"Not published" means the vendor's pricing page does not say. Full sources are in the MMP pricing table.
Which MMP fits which ecommerce team?
- Kochava: its homepage lists a Shopping and Ecommerce solution, and says retail apps use it to build audiences for retargeting. It also lists Shopify transactions as a business goal. The free plan covers 10k conversions a month, but Foundation starts at $500 a month and Enterprise from $2,000.
- Linkrunner: its published terms say re-engagements are never billed, and only installs it attributes are charged, from $0.012 down to $0.007 each. Teams invoicing in rupees can use its rate card of ₹1.20 down to ₹0.80 per install. It sends revenue postbacks to Meta, Google and TikTok and reattributes returning users, and deferred deep links and fraud protection come on every plan. It is also a company founded in December 2024, so it has fewer years of public track record than the leaders.
- AppsFlyer and Singular: neutral choices for teams already on enterprise contracts. Expect to model re-engagement volume against per-conversion pricing before you sign.
- Tenjin: its published strengths lean towards ad-monetised and game apps, though its free 2k conversions can cover a very small shopping app test.
To see how your own volume prices out, use the MMP cost calculator, and read how to compare MMP quotes before you ask vendors what counts as a conversion. Linkrunner publishes its setup for shopping apps on its ecommerce attribution page.
FAQ
Do MMPs charge for retargeting campaigns? Some do. AppsFlyer counts re-engagements and re-attributions as billable conversions, while Linkrunner states re-engagements are never billed. Check the billing definition before you run win-back campaigns at scale.
Does an ecommerce app need deep linking from its MMP? Yes, if ads or messages point at specific products. Deferred deep linking opens the product page after a fresh install, which keeps the shopper on the path they chose.
Which MMP publishes rupee pricing? Linkrunner publishes a rupee rate card, from ₹1.20 down to ₹0.80 per install. The Airbridge and Kochava pricing pages show no rupee pricing, and several vendors publish no prices at all.
Is a free MMP plan enough for an ecommerce app? For a launch or a test, often yes: Kochava allows 10k conversions a month and Linkrunner 25k installs with no expiry. Once paid and retargeting volume grows, check the paid tier's billing rules.
Which events should an ecommerce app send to its MMP? Product view, add to cart, checkout started and purchase with value, plus repeat order. Send purchase value back to ad networks so they optimise on revenue.