What is a mobile measurement partner (MMP) and why do you need one?
Short answer: A mobile measurement partner (MMP) is a third-party measurement layer. It follows ad clicks through to installs and in-app purchases, and attributes those results to the campaign that produced them.
Why ad platforms are not enough
An ad platform can tell you that a campaign produced 500 installs. It cannot independently verify which installs came from your ad, which came from another channel, and which revenue belongs to which campaign.
How install attribution works
Every campaign link carries a unique click identifier. When the app is installed and opened, the SDK reports the install. If the identifier matches a recorded click inside the attribution window, the install is credited to that campaign. Otherwise it is reported as organic.
What you get
- Installs, in-app events and revenue per campaign.
- Separate reporting for web visits and mobile installs.
- ROAS when partner spend is connected.