MMP

What is MMP?

Mobile Measurement Partner

Mobile Measurement Partner (MMP) provides third-party attribution and analytics services that help developers track marketing campaign performance across multiple channels while offering unbiased verification of user acquisition metrics.

How does MMP work?

These specialized platforms serve as neutral third parties that connect advertising platforms, app stores, and developers to provide accurate attribution data, determining which marketing channels deserve credit for installations and subsequent user actions.

MMPs implement sophisticated fingerprinting technologies and device-level tracking methods to maintain attribution accuracy despite increasing privacy restrictions across mobile ecosystems. Beyond basic attribution, modern MMPs offer comprehensive analytics capabilities including cohort analysis, retention tracking, funnel visualization, and ROAS (Return On Ad Spend) calculations across multiple dimensions.

How is used?

For developers, working with an MMP provides critical advantages including deduplication of conversions across channels, protection against attribution fraud, and consolidation of marketing data from diverse sources into unified dashboards. As privacy regulations and platform policies continue to evolve, MMPs continuously adapt their methodologies to maintain attribution accuracy while respecting user privacy preferences and platform restrictions.