Mobile Measurement Partner

A mobile measurement partner, or MMP, is an outside company that counts and credits your app installs across every ad network in one place.

Each network, Meta, Google, TikTok, wants to claim the installs it drove, and left alone they will double-count. An MMP like AppsFlyer, Adjust, or Singular sits in the middle as one neutral referee. Your app sends it every install and in-app event, it collects the claims from all the networks plus Apple's private postbacks, and it decides who actually gets the credit.

Say you spend 40,000 rupees across three networks in a week and see 500 installs. Without an MMP each network might report its own 300, adding up to more installs than really happened. The MMP dedupes that down to the true 500 and tells you which network earned each one, so you know where the money worked.

An MMP reports, it does not run your ads. It is a paid layer on top of the networks, and on iOS it still leans on SKAdNetwork and AdAttributionKit, so its app numbers inherit the same delays and coarse detail Apple allows.

One referee for installs beats three networks each marking their own homework.