Mobile Measurement Partner (MMP)

A Mobile Measurement Partner is a neutral third party whose SDK lives inside your app and acts as the shared source of truth for where your installs and in-app events came from.

You are running app-install campaigns across Meta, Google, TikTok and a handful of ad networks, and every one of them will happily tell you it drove the install. You cannot let each platform grade its own homework, so you drop a single MMP SDK, usually AppsFlyer, Adjust, Singular or Branch, into your app. From that point it collects your in-app events, receives postbacks from the self-attributing networks and from SKAdNetwork, and decides once, in one place, who actually gets credit for each install.

What you get is deduplication. When Meta and Google both claim the same user, your MMP applies one consistent set of rules and hands you a clean number instead of two inflated ones. It is the layer that lets you compare a TikTok install to a Google install to an organic install on the same terms, which is the whole point of measuring anything at all.

Be clear-eyed about the limits. An MMP is another SDK, another integration to maintain, and another line on the invoice, and in the privacy era its deterministic, user-level view keeps shrinking, especially on iOS where opt-outs and SKAN aggregation hide most of the detail it used to see. It is essential infrastructure, but it is no longer the all-seeing eye it was years ago.

Pick one MMP, wire it in properly, and make it the only scoreboard your team argues with.