Short answer: A mobile measurement partner (MMP) is a third-party platform that tells you which ad, link or channel drove each app install and in-app event. It sits between your app and every ad network, deduplicates their claims, and sends conversion data back so campaigns can optimise. Prices range from free tiers to $0.07 per conversion.
What is an MMP?
A mobile measurement partner (MMP) is a third-party platform that attributes app installs and in-app events to the marketing channels that drove them. It works through an SDK inside your app and integrations with ad networks such as Meta, Google and TikTok.
Attribution: the process of deciding which campaign, ad or link gets the credit for an install or event.
Well-known MMPs include AppsFlyer, Adjust, Branch and Singular, alongside smaller or newer vendors such as Linkrunner, Tenjin, Kochava, Airbridge and AppMetrica.
What does an MMP do?
- Install attribution: matches each install to the click or view that drove it
- Deduplication: gives each install to one source, even when several networks claim it
- Event tracking: records sign-ups, purchases and other in-app events, and ties them to the original campaign
- Postbacks: sends conversions back to ad networks so their algorithms optimise on real results
- Deep linking: routes users to the right screen, including after install
- SKAdNetwork (SKAN): handles Apple's privacy-safe attribution for iOS campaigns
- Fraud protection: filters click spam, bots and fake installs
- Data export: sends raw data to your warehouse or BI tools
How does MMP attribution work?
An MMP records every tracked click or ad interaction, then matches the first app open reported by its SDK to the most relevant of those touches. The winning touch gets the credit, and every later event from that user is tied back to the same campaign.
- A user taps an ad or tracking link, and the MMP records the click.
- The user installs and opens the app, and the MMP's SDK reports the first open.
- The MMP matches the open to the click, using deterministic identifiers where available.
- The install is credited to one source and shown on the dashboard.
- Later events, such as a purchase, are attributed to the same source and sent back to the network as postbacks.
Why not just use ad network dashboards?
Every ad network counts the installs it touched, so the totals across Meta, Google and TikTok add up to more than your real installs. An MMP gives each install to one source, which is the only way to compare channels fairly. Read why Meta and your MMP report different installs for the details.
MMP vs analytics tool
| MMP | Product analytics tool | |
|---|---|---|
| Main question | Which campaign drove this user? | What does this user do in the app? |
| Ad network integrations | Yes, with postbacks | Usually limited |
| Deduplicates network claims | Yes | No |
| Deep linking | Often included | No |
| Typical users | Growth and UA teams | Product teams |
Most teams use both, with the MMP sending attribution data into the analytics tool.
How MMPs charge
MMP pricing models vary more than their features. These are the published entry prices:
| Model | Example | Published price |
|---|---|---|
| Per attributed install | Linkrunner | $0.010 down to $0.007 per install |
| Per conversion | AppsFlyer Growth | $0.07 per conversion |
| Per conversion | Singular Growth | $0.05 per conversion |
| Monthly tier | Tenjin | From $200 a month for 10k conversions |
| Monthly tier | Kochava | From $500 a month |
| Data points | Airbridge | From $40 a month |
| Custom events | AppMetrica | $0.80 per extra 1M custom events |
| Contact sales | Adjust, Branch | Not public |
At 100k paid installs a month, the gap between models is large: about $7k on AppsFlyer Growth list pricing against about $900 on Linkrunner. Compare your own volume on the MMP pricing page.
How to choose an MMP
- Check the free or entry plan for deferred deep linking, fraud protection and raw data, not just the install allowance.
- Confirm your ad networks are supported, including Meta, Google, TikTok and any regional networks you use.
- Check SDK support for React Native, Flutter, Expo or Unity if you use them.
- Count seats. Some plans limit or remove user invites.
- Model cost at two to three times your current volume, so pricing still works as you grow.
Startups can start with the best MMP for startups and free MMP comparisons.
Where Linkrunner fits
Where Linkrunner fits: Best for growth teams running paid campaigns on Meta, Google and TikTok that want full MMP features without enterprise pricing. Linkrunner combines attribution, deep linking, SKAN and fraud protection in one SDK, with unlimited seats and open data exports on every plan. The first 25k installs are free, and billing is postpaid from $0.010 per install with no annual contract.
It is a Google Partner and Meta Tech Provider, and typical SDK setup takes 2 to 4 hours.
If you are choosing your first MMP, shortlist two or three vendors with published pricing and start with a free plan such as Linkrunner's MMP for startups.
FAQ
What does MMP stand for? MMP stands for mobile measurement partner. It is a third-party platform that attributes app installs and in-app events to the ads, links and channels that drove them.
Do I need an MMP if I only run Meta ads? Not always, but it helps once you add a second channel or organic links. An MMP deduplicates installs across sources and can send revenue events back to Meta so campaigns optimise on paying users.
Is there a free MMP? Yes, several MMPs have free plans. Linkrunner offers 25k free installs, Tenjin offers 2k conversions a month, Kochava offers 10k conversions a month, and AppsFlyer and Adjust have limited free tiers.
How much does an MMP cost? Published prices range from per-install rates such as Linkrunner's $0.010 to per-conversion rates such as AppsFlyer's $0.07. Adjust and Branch do not publish prices.
What is the difference between an MMP and Google Analytics? An MMP attributes installs to ad networks and deduplicates their claims, then sends conversions back to those networks. Analytics tools focus on what users do inside the app and do not settle which network gets the credit.