Short answer: Fintech and edtech apps earn revenue well after the install, so their MMP must track deep funnel events (KYC, first deposit, lesson start, trial to paid), send revenue back to ad networks, credit late conversions and keep user-level data under your control. Check fraud protection, raw data and security add-ons on the plan you will actually buy.
What does an MMP need to do for fintech and edtech apps?
An MMP for fintech or edtech apps is a mobile measurement partner that credits the slow, high-value events after an install, such as a verified account, a first deposit or a paid course, to the campaign that started the journey.
Three traits make install counts a poor guide in both verticals:
- Value comes late. A completed KYC or a paid subscription pays back, not the install.
- Decisions take time. Loan applicants and parents compare options, sometimes over weeks.
- The data is sensitive. Financial and student records need tight access control.
Post-install event: any in-app action after the first open, such as sign-up, KYC or purchase, that the MMP ties back to the original campaign.
The events each vertical should send to its MMP
Fintech
- Registration
- KYC started and KYC completed
- Bank account or UPI linked
- First deposit, first trade, first loan disbursal or first bill payment
- Revenue events, so ad networks can optimise for value
Edtech
- Profile created, including the learner's goal or class
- First lesson or first test started
- Trial started and trial converted to paid
- Course purchase or subscription renewal
Send the late, high-value events back to Meta, Google and TikTok as postbacks. Optimising on installs alone tends to buy users who never reach KYC or a paid plan.
What should fintech and edtech teams check before signing?
Check six things on the plan you will actually pay for, because each sits on a different tier at different vendors.
- Deferred deep linking. Referral and creator links should open the right course or offer after install.
- Attribution windows. When users install or pay weeks after a click, check how long a window you can set and whether late events stay credited to the campaign.
- Fraud protection. Referral rewards and sign-up bonuses attract fake installs and click spam.
- Raw data access. Finance teams want user-level data in their own warehouse for reconciliation.
- Security controls. Single sign-on, two-factor authentication and user roles.
- Re-engagement billing. On per-conversion plans, win-back campaigns are billed as well as installs.
For Indian apps, the DPDP Act's main duties for app teams take effect on 13 May 2027. The guide to personal data in attribution on DPDP for Apps separates what the law says from interpretation.
How 9 MMPs compare for fintech and edtech
| MMP | Deferred deep linking | Fraud protection | Raw data | Security note |
|---|---|---|---|---|
| Linkrunner | Every plan | Every plan | Every plan | PII hashed by default |
| AppsFlyer | Standard tier and up | Advanced is paid | Paid plans only | Not stated |
| Adjust | Yes, from Base | Paid add-on | Included | SSO and 2FA are paid add-ons |
| Singular | Not spelled out | All plans | Device-level from Free | SSO is Enterprise only |
| Branch | Not stated by plan | Essentials and up | Not stated | Not stated |
| Kochava | SmartLinks on Free | Included | Enterprise only | Not stated |
| Airbridge | Core plan | Growth plan only | Growth plan only | Custom user roles listed |
| Tenjin | Yes | Included | Included | Unlimited users |
| AppMetrica | Not stated | Paid add-on | Logs API | Not stated |
"Not stated" means the vendor's pricing page does not make it clear. Sources are linked from the full MMP pricing table.
Ranked for fintech and edtech apps
- Linkrunner: revenue postbacks to Meta, Google and TikTok and reattribution for returning users, with deep linking, fraud protection and raw exports on every plan. It is ISO 27001 certified and SOC 2 Type 2 compliant, and Bring Your Own Cloud keeps raw events and PII inside your own cloud.
- Kochava: a fit for apps that also measure connected TV, with fraud prevention on its free 10k-a-month plan. Raw data queries need Enterprise, from $2k a month.
- Singular: an MMP with marketing cost aggregation, at $0.05 per conversion on Growth. Advanced user permissions and SSO are Enterprise only.
- Adjust: an MMP owned by AppLovin. The Fraud Prevention Suite, SSO and 2FA are paid add-ons, and prices beyond the free Base plan are not public.
- AppsFlyer: an MMP headquartered in San Francisco, at $0.07 per conversion on Growth. Since 15 September 2026 the Zero plan has no raw data exports or user invites.
- Branch: a deep linking-led MMP with no published prices. Fraud reporting starts on Essentials, and the Basics trial is limited to 3 ad partners.
- Tenjin: best for game studios, with fraud prevention and raw data included.
- Airbridge: a fit for small apps in East Asian markets. Fraud protection and raw data exports are on the Growth plan only.
- AppMetrica: best for apps focused on Russia and CIS markets. Fraud detection is a paid add-on.
Compare costs at your volume in the MMP cost calculator, or start with what an MMP is if you are new to attribution.
Where Linkrunner fits
Where Linkrunner fits: Best for Indian fintech and edtech teams that want deep funnel attribution and data control without enterprise pricing. Unlimited seats are included at every tier, and pricing is published from $0.010 per attributed install with 25k free.
Vertical setups are described on Linkrunner's fintech attribution page and its edtech attribution page.
FAQ
What is the best MMP for fintech apps? Linkrunner ranks first here for fintech apps in India, with fraud protection, raw exports and PII hashing on every plan. Teams shortlisting other vendors should check which security and fraud features are paid add-ons.
Which events should a fintech app track in its MMP? Track registration, KYC started and completed, bank or UPI linking, and the first money event such as a deposit, trade or disbursal. Send these back to ad networks as postbacks so campaigns optimise for them.
Which events should an edtech app track in its MMP? Track profile creation, first lesson or test, trial start, trial to paid and course purchase. These show which campaigns bring learners who pay, not just learners who install.
Does an MMP make a fintech app DPDP compliant? No. An MMP processes data on your behalf, but compliance depends on your own notices, consent and contracts. The DPDP Act's main duties for apps take effect on 13 May 2027.
Why does raw data access matter for fintech and edtech? Finance teams need user-level records to reconcile ad spend with deposits, loans or course revenue. Several vendors keep raw exports on higher tiers, so check your plan.