---
title: Migrating MMPs: What Moves, What Stays, What Costs
description: What can and cannot move when you switch MMPs: export rights, notice periods, running two SDKs, event mapping, SKAN changes and the real cost of switching.
url: https://mmpcompares.com/blog/migrate-to-new-mmp/
---

[Choosing an MMP](https://mmpcompares.com/blog/)

# Migrating MMPs: What Moves, What Stays, What Costs

What can and cannot move when you switch MMPs: export rights, notice periods, running two SDKs, event mapping, SKAN changes and the real cost of switching.

**Short answer:** You cannot move historical attribution data into a new MMP in any standard way. Export it from the old tool before your contract ends, run both SDKs side by side for a short overlap, map your event names and SKAN conversion values, then cut over. The main costs are notice periods, overlapping fees and engineering time.

## What is an MMP migration?

An MMP migration is the move from one mobile measurement partner to another: a new SDK in your app, new links, rebuilt ad network connections and a plan for the old tool's data. The attribution history stays behind, so what you keep is the data you export.

## How do you migrate app attribution data to a new MMP?

You export the old data to files or a warehouse before termination and keep it there, because a new MMP starts counting from its first install. Five steps:

1. **Export first,** while the account is live and before you give notice.
2. **Add the new SDK** beside the old one for a parallel run.
3. **Map events** one to one.
4. **Rebuild partner connections and links.**
5. **Cut over** by removing the old SDK and switching off its postbacks.

## What can and cannot be migrated?

| Item | Moves across? |
|---|---|
| Past installs, events and revenue | No. Export to your own warehouse or files |
| Event names and parameters | Yes, by mapping them in the new SDK |
| Ad network connections | Rebuilt in the new tool |
| Tracking links | New links needed |
| SKAN conversion value schema | Rebuilt in the new tool |

How long you can export depends on the vendor. AppsFlyer's data availability page says attribution reports default to 60 of the last 90 days, in-app events to 31 of the last 90 days, and aggregated reports to 25 months, with the window depending on subscription package. Singular's export logs cover user-level data from the start of the previous month. Raw access is the first thing to check on every plan.

## What export rights and notice periods apply?

Each vendor's published terms set when you must give notice and how long your data survives afterwards. Check your own order form too, because it can override these defaults.

| Vendor | Notice to stop auto-renewal | Customer data after termination |
|---|---|---|
| Adjust | Check your order form | Check your order form and general terms |
| AppsFlyer | 45 days before term end | Not stated in the Terms of Use |
| Branch | 30 days before term end | No obligation to retain beyond 90 days |
| Linkrunner | No annual lock-in, postpaid billing | Unrestricted CSV, API and webhook exports, no export fees |
| Singular | 30 days before term end | Permanently deleted on termination |

Sources: each vendor's current terms and Linkrunner's pricing page. Two rules follow:

- **Export before you give notice,** not after.
- **Calendar the notice date** the day you sign, since a missed window renews a full term.

The switchmmp site covers this in depth in its guide to [keeping historical attribution data](https://switchmmp.com/guides/keep-historical-attribution-data/).

## Can you run two MMP SDKs in parallel?

Yes, for a short overlap, but not for everything. AppsFlyer and Singular both publish guidance on measuring with two MMPs, and Singular says the media sources must support sending attribution to more than one MMP.

- **SKAN:** Singular says SKAN postbacks can only be sent to one MMP, even if both SDKs are integrated.
- **Double counting:** in-app event postbacks should come from one MMP only, or the ad network must deduplicate.
- **Network support:** Singular lists per-network support for dual MMP measurement, so check each of your ad networks before relying on a parallel run.

Use a parallel run to compare install and event counts, and keep it to a few weeks.

## How do you map events and conversion values?

Write a table with one row per event: old name, new name, parameters, revenue field and which ad networks receive it.

- **Names, parameters and revenue:** keep names where you can and confirm currency and gross or net values.
- **SKAN:** the new tool needs its own conversion value schema. If the old schema is not copied exactly, iOS trends break at the cutover date. Meta and Google need to read the new schema too.
- **Postbacks:** switch the old tool's postbacks off at cutover so ad networks do not receive duplicates.

Annotate the cutover date on every chart. The [Meta versus MMP install discrepancy](https://mmpcompares.com/blog/meta-vs-mmp-install-discrepancy/) post explains the usual causes of gaps you will see in the overlap.

## What does it cost to switch MMPs?

The cost is mostly time and overlap, not a switching fee. List the items before you decide:

- **Overlapping fees:** you may pay the old tool until term end while the new one runs. Notice periods of 30 to 45 days apply.
- **Engineering time:** one SDK release for the parallel run, another to remove the old SDK.
- **Ad network learning:** Google says Smart Bidding needs a standard 7 to 14 day learning phase, so a change in conversion signals can affect delivery for a while.

Over a year, the new vendor's price matters most. Use the [MMP cost calculator](https://mmpcompares.com/mmp-pricing-calculator/) to compare list prices at your volume.

Teams moving to Linkrunner start on a free plan of 25k one-time attributed installs with no credit card, and paid usage runs from $0.012 down to $0.007 per attributed install. Most teams integrate the SDK and go live on the same day, and most customers are fully live within a week. The migration steps are in [Linkrunner's own playbook](https://linkrunner.io/blog/the-complete-mmp-migration-playbook-switching-platforms-without-losing-historical-data?utm_source=mmpcompares&utm_medium=referral&utm_campaign=blog-migrate-to-new-mmp). It is a newer company than the leaders, so an enterprise team with a long vendor-risk process may prefer a longer-established vendor.

## FAQ

**Can I import my old attribution data into a new MMP?** Not in any standard way. Historical data stays with the old vendor, so export it to files or a warehouse and report on it separately.

**How long does it take to switch MMPs?** The SDK work is short, but notice periods and an overlap of a few weeks set the real timeline. Plan for weeks, not days.

**Do I need to keep paying the old MMP?** Until the term ends, yes, unless your contract says otherwise. Give notice inside the window or the term renews.

**Will my old tracking links keep working?** Often not for long. Link behaviour after an account ends is rarely published, so plan to replace links, especially printed ones.

**What happens to SKAN during a switch?** Only one SDK can send SKAN postbacks to partners, so decide which owns it for the overlap and rebuild the conversion value schema in the new tool.

Keep reading

## Related guides

[Attribution What Is an MMP? Mobile Measurement Partners Explained An MMP attributes app installs and in-app events to the ads, links and channels that drove them. Learn how MMPs work, what they cost and how to choose one. Read →](https://mmpcompares.com/blog/what-is-an-mmp/) [News AppsFlyer Zero Plan Changes: What Was Removed On 15 September 2026 AppsFlyer cut branded domains, user invites and raw data exports from its free Zero plan. Here is what changed and what to do next. Read →](https://mmpcompares.com/blog/appsflyer-zero-plan-changes/) [Deep linking What Is OneLink? AppsFlyer's Smart Links Explained OneLink is AppsFlyer's smart link and deep linking product. See what it does, what it costs after the 2026 plan change, and how it differs from OneLink.to. Read →](https://mmpcompares.com/blog/what-is-onelink/)