What is Mobile Measurement Partner (MMP)?

A Mobile Measurement Partner (MMP) is a third-party platform that helps mobile apps track, attribute, and unify user acquisition data across multiple ad networks and channels.

The MMP acts as an independent source of truth between your app and your marketing stack. It collects postbacks (like from SKAdNetwork), in-app events, and spend data, and turns them into structured insights.

For example, instead of comparing performance manually across Meta, TikTok, and Google Ads, the MMP centralizes everything, applies attribution rules, and gives your team a unified dashboard of what’s working and what’s not.

How does it work?

MMPs integrate with your app through an SDK or API and work with ad networks to:

• Receive install and click data
  
  

• Deduplicate conversions across platforms
  
  

• Attribute installs using SKAN, IDFA (when allowed), or probabilistic methods (when compliant)
  
  

• Map conversion values and surface campaign performance

They also help with fraud prevention, cost aggregation, and cohort analysis, depending on the platform’s capabilities.

SKAN postbacks, for instance, are sent from Apple to ad networks, not directly to you. The MMP collects these postbacks from your partners, enriches them with metadata (like spend and creative info), and organizes them for your analysis.

Why it matters

Without an MMP, mobile growth teams are left stitching together raw data from different networks, SDKs, and platforms, often with conflicting definitions and missing pieces.

An MMP enables:

• Consistent attribution logic across all channels
  
  

• Cleaner insights from SKAdNetwork
  
  

• Streamlined workflows for analyzing ROAS, LTV, CAC, and retention

For many apps, especially those spending at scale, the MMP is one of the most foundational parts of the measurement stack.