Which MMP is the best?

The best MMP depends on what your app is aiming for. For most multichannel advertisers, AppsFlyer is the preferred choice, Singular is the best value at $0.05 per conversion, and Tenjin or Airbridge are the entry points for smaller teams. Adjust leads on automation, Branch on deep linking, Kochava on mobile plus CTV, and Affise MMP on distribution outside the official app stores.

How does a mobile measurement partner work?

A mobile measurement partner works through a single SDK integrated into your app. The SDK registers installs and in-app events, matches them against recorded ad touchpoints, applies an attribution model to assign credit to one source, and sends postbacks to ad networks like Meta, Google, and TikTok.

Do any MMPs offer free plans?

Yes. Tenjin includes 2,000 conversions per month free with every feature included, AppsFlyer Zero includes 12,000 free conversions in the first year, and Singular's free plan covers 15,000 paid conversions. AppMetrica offers 100M events per month free, though it is not an accredited attribution partner.

What does an MMP cost per month?

Indie apps under 5K installs a month typically pay $0-200, growth-stage apps between 10K and 100K installs a month pay roughly $500-2,000, and enterprise apps above 250K installs run on custom annual contracts. Published rates include AppsFlyer at $0.07 per conversion, Singular at $0.05, Tenjin at $0.04, Kochava from $500/month, and Airbridge from $40/month.

When do you actually need an MMP?

You need a mobile measurement partner from the first dollar of paid user acquisition across more than one channel, because ad platforms self-report conversions and routinely claim credit for the same install. With one channel, organic-only growth, or a pre-launch app, the platform's own reporting and a free tier are enough.

How do you switch MMPs without losing data?

Export raw data from the old MMP first, since historical data does not transfer. Then disconnect the old MMP's partner integrations, set up the new MMP with matched attribution windows and event names, and recreate event mappings in downstream tools. Expect a transition period while attribution windows restart and cohort metrics rebuild.

Why don't Apple Ads and MMP numbers match?

Apple Ads counts a download when a user taps Get on the App Store, while an MMP counts an install at first app open, and Apple Ads uses a fixed 30-day lookback window against most MMPs' 7-day default. Setting the MMP lookback window to 30 days, enabling reinstall attribution, and initializing the SDK early closes most of the gap.

How do you integrate Apple Ads and your MMP with SplitMetrics Acquire?

Connecting an MMP to SplitMetrics Acquire is a no-code setup: you activate SplitMetrics Acquire as a partner integration inside your MMP dashboard, and installs and events start syncing within hours. SplitMetrics Acquire connects Apple Ads with ten measurement platforms - AppsFlyer, Adjust, Singular, Kochava, Branch, Tenjin, RevenueCat, Adapty, Apphud, and Qonversion - and combines Apple's near-real-time data with MMP postbacks, so the result is ROAS per keyword instead of cost per download.

MainPosts by Ivan Žgela

Ivan Žgela

SEO & Lead Content Manager

Leads organic growth strategy across the SplitMetrics and App Radar brands. With 10+ years in SEO, content marketing and mobile app industry, he specializes in turning technical app growth topics into search-driven content that reaches mobile marketers, UA managers, and growth teams.

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