# Mobile Measurement Partner (MMP)

> A third-party analytics company that helps app marketers measure and attribute installs and in-app events across advertising channels.

- Canonical: https://redirectly.app/glossary/mobile-measurement-partner
- Site: [Redirectly](https://redirectly.app) — deferred deep linking for Flutter & React Native

## Definition

A Mobile Measurement Partner (MMP) is a third-party company that provides unbiased measurement and attribution for mobile app marketing campaigns. MMPs act as a neutral intermediary between app developers and advertising networks, determining which ad network, campaign, or creative drove each app install and subsequent in-app event.

The term "partner" reflects the trusted third-party role: because MMPs are independent from both the advertiser and the ad network, their attribution data is considered unbiased — critical for accurate billing and performance measurement.

## How it works

MMPs integrate with both sides of the advertising ecosystem:

**App-side SDK** — The MMP SDK is installed in your app. It captures install events, in-app events (purchases, sign-ups, etc.), and device data for attribution matching.

**Ad network integrations** — MMPs maintain pre-built integrations with hundreds of ad networks (Meta, Google, TikTok, etc.) to receive click and impression data.

**Attribution logic** — When your app is opened for the first time, the MMP SDK sends device data to the MMP servers, which match it against recent ad clicks/impressions from integrated networks. The MMP determines which network gets credit based on the attribution model (usually last-click).

**Reporting** — MMPs provide dashboards showing install counts, cost data, ROI metrics, and funnel analysis broken down by network, campaign, creative, and more.

Major MMPs include AppsFlyer, Adjust, Kochava, Branch, and Singular.

## Why it matters

MMPs solve a critical trust problem in mobile advertising:

- **Unbiased measurement** — Ad networks have an incentive to over-claim installs; MMPs provide neutral, trusted attribution
- **Cross-network deduplication** — If a user clicks ads on multiple networks before installing, the MMP ensures only one network gets credit
- **Fraud detection** — MMPs identify fake installs, click flooding, click injection, and other fraud tactics
- **Consolidated reporting** — One dashboard for all ad networks instead of checking each network individually
- **Cost aggregation** — Combine spend data from all channels to calculate true cost-per-install and ROAS

## FAQ

### Do I need an MMP if I use Redirectly?

Redirectly and MMPs serve different primary purposes. Redirectly focuses on deferred deep linking and organic/owned-channel attribution — ensuring users land on the right content after install. MMPs focus on paid advertising attribution across ad networks. Many apps use both: Redirectly for deep linking and user routing, and an MMP for paid media measurement.

### What is the difference between an MMP and a deep linking platform?

An MMP primarily measures which advertising campaigns drive installs and in-app events. A deep linking platform (like Redirectly) primarily routes users to specific in-app content via links. There's overlap — some MMPs offer deep linking and some deep linking platforms offer attribution — but the core focus differs.

## Related terms

- [Mobile Attribution](https://redirectly.app/glossary/attribution.md)
- [SKAdNetwork](https://redirectly.app/glossary/skadnetwork.md)
- [App Tracking Transparency (ATT)](https://redirectly.app/glossary/app-tracking-transparency.md)
- [Deferred Deep Linking](https://redirectly.app/glossary/deferred-deep-linking.md)

## Related pages

- [AppsFlyer Alternative](https://redirectly.app/apps-flyer-alternative.md)
- [Adjust Alternative](https://redirectly.app/adjust-alternative.md)
- [Kochava Alternative](https://redirectly.app/kochava-alternative.md)
- [Branch vs AppsFlyer vs Adjust](https://redirectly.app/blog/branch-vs-appsflyer-vs-adjust.md)

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Full site index for AI agents: https://redirectly.app/llms.txt