The MMP Guide: Which Mobile Measurement Partner Deserves Your Data?

Today we’re taking on a big task – analyzing the MMP landscape with all of its tech titans and ambitious challengers vying for your attribution data. 

Even if at first glance the market leaders might seem like MM-Peas in a pod – similar core attribution features, comparable partner networks, and standardized reporting interfaces – you’ll find that each mobile measurement partner has evolved with distinct value propositions. 

Let’s examine what really sets these platforms apart and which one might actually deliver on what your campaigns need.

AppsFlyer: The All-rounder

Best for: Global brands looking for reliable, privacy-compliant attribution and insights to support long-term growth.

AppsFlyer is one of the most trusted names in attribution – and not by accident. With 65% global market share and $28B in ad spend measured, it offers secure, accurate, and scalable enterprise-grade insights. 

Beyond install attribution, AppsFlyer’s measurement suite includes cost and revenue analytics, real-time fraud prevention, and collaborative tools with privacy-compliant data sharing. The list goes on: machine learning models helping forecast user value early on, creative performance analysis, and deep linking to help connect users to the right in-app content.

Whether you’re a growing app or an established enterprise, AppsFlyer has the intelligence, trust, and tools for you to scale – across mobile, web, CTV, and beyond.

Pricing:

• Zero Plan: Free (up to 12,000 conversions)
• Growth Plan: $0.07 per conversion
• Enterprise: Custom pricing

adjoe Integration: Included

Adjust: The Fraud Detective

Best for: Performance marketers prioritizing immediate insights and data quality.

Adjust’s platform essentially creates a fraud firewall around your campaigns, combining real-time pattern analysis with a constantly updated signature database of known fraud techniques. While highly regarded for real-time fraud detection, some users mention that the initial setup can be complex (yet worth the effort). 

Once configured, the platform’s dashboard is practically instant. Adjust processes campaign data fast enough that you can spot a sudden performance shift and redirect budget before you’ve finished your coffee.

Pricing:

• Base Plan: Free (up to 1,500 monthly attributions)
• Core Plan: Custom (up to 250,000 annual attributions)
• Enterprise: Custom (250,000+ annual attributions)

adjoe Integration: Included

Branch: Complete Attribution Coverage

Best for: Marketers who want clear, useful data across multiple touchpoints and cross-platform.

Branch built its reputation on solving the fragmentation nightmares mobile marketers suffer from. Their deep linking infrastructure creates seamless experiences across devices, platforms, and marketing channels.

Their people-based attribution (PAM, aka Predictive Aggregated Measurement) approach focuses on the user rather than the device, connecting interactions across multiple touchpoints to give you the complete picture. This has become increasingly crucial as device-based identifiers become less reliable in the privacy-first era.

Speaking of, Branch also swiftly adapts to ongoing privacy changes, keeping you compliant with regulations at all times.

Pricing:

• Launch Plan: Free (up to 10,000 monthly active users)
• Enterprise: Custom pricing

adjoe Integration: Included

Kochava: The Data Transparency Champ

Best for: Data-driven marketers who value transparency and need to track engagement cross-channel.

Kochava Kochava enters the chat with a distinct approach: omnichannel measurement paired with radical data transparency. Kochava gives you the full picture, including access to raw attribution data.

Their platform tracks across mobile, web, CTV, and emerging channels, providing visibility into how these environments interact and complement each other. This is particularly valuable for entertainment and media apps, where users regularly bounce between phones, laptops, and smart TVs.

The customizable dashboard is built around the reality that different organizations need different views into their data. Media companies want content engagement metrics prominently displayed, while ecommerce apps prioritize purchase funnel visualization. And Kochava delivers on that.

Pricing:

• Free Plan: Basic attribution and analytics
• Foundation Plan: $500/month (33,000 monthly conversions)
• Enterprise: Starting at $2,000/month

adjoe Integration: Included

Singular: Granular Marketing Measurement and Attribution 

Best for: Growth teams seeking consolidated reporting across all marketing channels with detailed ROI tracking. 

Operating across mobile, web & cross-platform environments, including PC & console, Singular is essentially a central nervous system for marketing operations, automatically aggregating and normalizing both upper- and lower-funnel marketing data from over 1,000 integrated partners. Singular guarantees 100% media coverage with advanced fraud prevention free of charge. 

Another outstanding feature is Singular’s direct connection between attribution and spend data, which enables precise ROI analysis across your entire marketing mix. The latest platform update introduced fully customizable attribution models, allowing businesses to tailor measurement frameworks to their specific conversion patterns – a level of flexibility previously available only to enterprises with dedicated data science teams. All of this combined makes Singular’s customers continuously happy with the platform’s performance.

Pricing:

• Standard: Free 30-day trial
• Premium and Enterprise: Custom pricing

adjoe Integration: Included

Tenjin: The Gaming Specialist

Best for: Game developers and publishers requiring industry-specific attribution solutions.

Tenjin isn’t trying to be all things to all apps – they’re focused on giving game developers exactly what they need. Their platform is built around the unique attribution challenges of mobile games, with specialized features that mainstream platforms often overlook. For one, data warehouse (DataVault) is a part of the offering, allowing developers to access and analyze their raw user-level data for deeper insights and more effective data-driven decision-making.

Their ad revenue LTV tracking is another prime example, automatically incorporating monetization from in-game advertising into lifetime value calculations – great for games using hybrid monetization models that blend IAPs with ad revenue.

Tenjin’s approach to pricing is also different. They offer a pay-as-you-go plan for publishers who are not ready to commit to an MMP contract, as well as all-inclusive plans that include all of Tenjin’s features by default.

Pricing:

• Free (2k conversions per month)
• Pay as you go: $0.04 per conversion (post-payment, no contract need)
• All Inclusive: $200 for 10 000 conversions (all features included by default, price per conversion decreases with higher conversion volume). 
• Enterprise: Lowest price per conversion with a trial period

adjoe Integration: Included

Airbridge: The Cross-Platform Specialist

Best for: Cross-platform advertisers with significant presence in Asia-Pacific markets.

Airbridge has carved a niche in cross-platform tracking, offering a unified dashboard that tracks conversions across Android, iOS, SKAN, Web, PC, and Console in one view.

A specialist in web-to-app measurement, Airbridge’s strength is in-depth cohort-level analysis across web and mobile, including creatives, funnels, retention, revenue, predictive LTV, and more.

This toolset brings complete freedom and control over the data, plus ultra-granular dashboard filters, customizable fraud prevention, raw data exports, and more – without a paywall.

Pricing: Custom, based on Attributed Installs or Monthly Active Users, all features included.

adjoe Integration: Included

How to Choose the Right MMP?

Finding your perfect MMP match comes down to your specific requirements. Keep in mind:

1. Scale considerations: Enterprise apps generally need the comprehensive capabilities of market leaders like AppsFlyer or Adjust, while smaller developers might prefer a cost-effective option like Tenjin or Airbridge.
2. Attribution methodology: Consider whether your strategy requires basic last-click models or more nuanced multi-touch attribution. If you need the latter, AppsFlyer and Branch are leading choices. If you prefer cross-platform measurement, Kochava and Airbridge are the ones.
3. Fraud risk profile: Certain verticals and channels face significantly higher fraud risk – potentially justifying investment in platforms with advanced prevention capabilities. If fraud is a major concern, Adjust’s fraud firewall, Kochava’s fraud detection, and Singular’s comprehensive protection are prime solutions.
4. Partner ecosystem alignment: Ensure your MMP connects seamlessly with your current and prospective advertising partners to maintain attribution continuity.
5. Analytics complexity: Organizations with advanced data science capabilities may prioritize platforms offering unrestricted access to raw attribution data – like Kochava.

Which MMP Do You Choose?

Finding the right mobile measurement partner is about identifying a platform that complements your specific business objectives, measurement needs, and growth strategy.

At adjoe, we’ve seen firsthand how the right attribution partnership can transform campaign performance. No matter what MMP you choose, our integration with all major attribution platforms ensures that advertisers can accurately measure the value of rewarded advertising solutions. 

By working with platforms that properly attribute engagement and conversion events from incremental UA channels like ours, marketers consistently discover significant growth opportunities they would otherwise miss.

Make sure your mobile app attribution approach empowers rather than limits your growth potential.