Mobile App Terminology simply explained

What Is MMP?

A mobile measurement partner (MMP) is a third-party attribution company that works with app and game publishers in collecting and organizing marketing campaign data. MMPs deliver a uniform assessment of campaign performance metrics.

By tagging content and using standardized mobile data, marketers can measure the effectiveness and ROI of mobile campaigns across multiple channels, ad networks, or mediums.
Key Takeaways
  • MMPs can track impressions, time spent in app, revenue, clicks, installs, and events – and much more
  • Track a user’s journey and measure behavior throughout their lifecycle
  • Assess which media source leads to conversions, and how to maximize marketing efforts

How Does an MMP Work?

When you work with an MMP, you integrate its software development kit (SDK) into your app or mobile game to register installs and in-app data. Or you can alternatively integrate it via server-to-server connections. Once an MMP ad campaign is launched, this allows MMPs to track performance against events, such as installs, and track where users come from. 

By implementing an SDK, the app allows the MMP to link ad contacts to app installs and in-app events. This helps provide you with higher visibility into the marketing process. You can see where user traffic actually comes from and tie it directly to actions users take in your app.

young lady holding a phone and touching her screen with icons for campaign A and campaign B

Why Do I Need a Mobile Measurement Partner?

Anyone who is marketing an app or paying a third party to deliver traffic, installs, or actions needs an MMP. It gives you all-important insights into which media source is driving conversions. A mobile measurement partner is also pretty useful for marketers who want to measure performance from several ad networks.

One of the reasons an MMP is so critical to marketers is that it gives you an unbiased assessment of your app’s performance, so you are not just relying exclusively on your ad platform for data. But the benefits don’t stop there.

What Are the Benefits of a Mobile Measurement Partner?

Straight out the gate, here is a more extensive list of reasons to use an MMP:

  • To track data that is inaccessible in ad networks: This includes vital metrics such as lifetime value (LTV), the medium of installs (organic or paid), and ROI. And you get to see this all in one single dashboard. With these additional details, you can also carry out cohort analyses more easily and effectively.
  • To improve return on ad spend (ROAS): With accurate, granular data, you can allocate your marketing spend to where you get the best return.
  • To scale marketing: MMPs also make it easier to scale your marketing campaigns. With the SDK installed, you can track performance against multiple channels. For example, when launching net ad networks, the process is already in place. So, you can scale quickly and have more flexibility in where you run your ads.
  • To save time: An MMP will collect, organize, and report across platforms across all of your ad networks with a single SDK and make it viewable in one centralized place. This makes analysis simple and quick.
  • To aggregate paid and organic data: You can also consolidate all of your paid and organic data into a centralized dashboard to give you a single source of truth and get important marketing insights.
  • To overcome the built-in limitations of Google and Apple’s analytics: While these platforms track an app install, they don’t give you any way to provide accurate attribution to the source. For instance, you can’t tell from looking at the reporting for iOS and Android whether the traffic comes from paid or organic sources.

How Do I Choose an MMP?

Selecting the right mobile measurement partner will ensure you save time and resources. You’ll also gain intel on where to scale your app’s business most effectively by investing in the right platforms. We’re going to cut to the chase and take you through what you should ideally look for in an MMP.

abstract creative of what you need to look for in a mobile measurement partner in mobile marketing

1. Robust Security

When you work with an MMP, you trust them with your user and proprietary data. You need to make sure they are safeguarding your data appropriately and not selling or remarketing your data.

2. Built-In Fraud Protection

Ad fraud can be a serious problem, so when you are searching for an MMP, make sure to inquire about how they identify and prevent ad fraud.

3. Easy Integration and Usage

You need an MMP solution that is easy to integrate and launch, and it must be intuitive to use. 

4. Lightweight SDK

You want comprehensive data monitoring, but this needs to be within a lightweight SDK that won’t hurt load times or compromise your app integrity.


Let’s face it. You can spend (and waste) a lot of time, effort, and money trying to attract and engage users if you’re not carefully monitoring what’s working. That’s where a mobile measurement partner comes into play. Put simply, an MMP will provide you with peace of mind that you have the insights you need to make better data-driven decisions to boost your app’s growth.


What Is MMP?

An MMP is a mobile measurement partner that lets marketers track the performance of the advertising channels in relation to app behavior, such as installs and actions.

How Do I Choose an MMP?

Look for an MMP that provides transparent, accurate data in an easy-to-use dashboard that lets you drill down to granular detail. You also need an MMP with strong security features to protect sensitive information. It should also prevent fraud and be lightweight to avoid negatively impacting user experience.

How Does an MMP Work?

By installing an SDK within your app, you can track user behavior to properly attribute behavior to the correct source.

What Are Mobile Attribution Tools?

Mobile attribution tools help build an overall picture of app advertising. They are the mediators between all marketing tools and the app and help identify the best-performing conversion sources to improve overall app marketing performance.

Join adjoe and achieve superior and sustainable advertising results.

Contact Us