A third-party attribution provider for mobile apps that receives install and event data from the app SDK, matches it to ad clicks and impressions from many networks, and handles SKAdNetwork postbacks. AppsFlyer, Adjust, Singular, Branch, and Kochava are the major MMPs. Google and Meta require an MMP for most app campaign attribution outside their own tools.
Related terms
Cite this entry:
Agency Echelon. "Mobile Measurement Partner." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/mobile-measurement-partner/