Best Mobile Measurement Partners (MMP) of 2025

Use the comparison tool below to compare the top Mobile Measurement Partners (MMP) on the market. You can filter results by user reviews, pricing, features, platform, region, support options, integrations, and more.

Overview of Mobile Measurement Partners (MMP)

Mobile Measurement Partners (MMPs) are essential for app marketers who need a clear picture of how their advertising efforts are performing. These third-party platforms track where users come from before they install an app and analyze what they do after downloading. Instead of relying on guesswork, businesses can use data from MMPs to see which ads, channels, or campaigns bring in the most valuable users. By mapping out the entire user journey—from the first ad impression to in-app actions like purchases or subscriptions—MMPs help companies fine-tune their marketing strategies and allocate budgets more effectively.

Beyond just tracking installs, MMPs provide deep insights into user behavior, campaign effectiveness, and even fraud prevention. Mobile ad fraud, such as fake clicks or bots generating installs, can drain marketing dollars without delivering real engagement. MMPs use sophisticated tools to detect and filter out fraudulent activity, ensuring that businesses get accurate performance data. They also integrate with a wide range of advertising and analytics platforms, making it easier for marketers to manage campaigns across different networks. However, as privacy regulations tighten and platforms like Apple and Google implement stricter data policies, MMPs must constantly adapt their tracking methods to stay effective while respecting user privacy. Despite these challenges, they remain a crucial tool for mobile marketers looking to maximize their ad spend and drive real user engagement.

Features Offered by Mobile Measurement Partners (MMP)

1. User Journey Attribution: One of the biggest challenges in mobile marketing is figuring out which ads, campaigns, or sources are actually driving new users to an app. MMPs specialize in attribution tracking, allowing businesses to pinpoint exactly where their users are coming from. Whether it’s a social media ad, a Google search, or a referral from another app, MMPs help connect the dots so companies can invest their ad dollars in the channels that deliver real results.
2. Event-Based Tracking Within the App: Understanding how users behave once they’ve installed an app is critical. MMPs enable businesses to track key in-app activities, such as signing up for an account, making a purchase, completing a tutorial, or hitting a milestone in a game. With this information, app owners can refine their user experience, identify friction points, and optimize features to encourage deeper engagement.
3. Fraud Prevention and Detection: The mobile advertising space is riddled with fraudulent activity, from fake installs to misleading click data. MMPs help combat ad fraud by identifying suspicious patterns, such as abnormally high click-to-install rates or installs originating from questionable sources. This ensures that businesses aren’t wasting their ad spend on traffic that isn’t genuine.
4. Deep Linking & Deferred Deep Linking: A standard app install link typically takes users to the app’s homepage, but deep linking allows marketers to send users directly to specific sections of the app, like a particular product page or a promotion. Deferred deep linking takes it a step further by ensuring that users who download the app after clicking a deep link still land on the intended content upon first opening the app.
5. Real-Time Data & Performance Insights: MMPs provide real-time analytics so app developers and marketers can immediately see how their campaigns are performing. Instead of waiting for reports to generate hours later, businesses can monitor installs, user activity, and ad effectiveness instantly, allowing them to make quick adjustments when necessary.
6. Cross-Device & Cross-Platform Tracking: Users don’t always stick to one device. They may browse an app on their tablet but make a purchase on their phone. MMPs track user activity across multiple devices and operating systems, such as iOS, Android, and even web platforms, to give businesses a clear picture of how users transition between different environments.
7. Segmentation for Targeted Marketing: Not all users behave the same way, so MMPs allow businesses to categorize them into different groups based on their behavior, location, spending habits, or other criteria. This enables marketers to craft personalized campaigns and offers tailored to specific audience segments, leading to higher conversion rates and user retention.
8. Retargeting & Re-Engagement Tools: Users often install an app, explore it briefly, and then forget about it. MMPs assist businesses in retargeting these users through personalized ads, push notifications, or email campaigns, reminding them about the app and enticing them to return. This helps businesses recover lost users and maximize their existing audience.
9. App Uninstall Analysis: Knowing why users uninstall an app is just as important as knowing why they installed it in the first place. Some MMPs track uninstall rates and analyze patterns to help businesses identify potential issues, such as app crashes, excessive notifications, or confusing interfaces. Armed with this data, developers can improve user retention strategies.
10. Integration with Third-Party Platforms: MMPs don’t work in isolation—they seamlessly integrate with various advertising networks, analytics tools, and customer relationship management (CRM) platforms. This connectivity allows businesses to consolidate their marketing data, compare performance metrics, and streamline their decision-making processes.
11. Customer Lifetime Value (LTV) Tracking: It’s not just about getting users—it’s about keeping them and understanding their value over time. MMPs help businesses calculate how much revenue a user generates throughout their lifecycle, offering insights that guide budget allocation and marketing investment decisions.

Why Are Mobile Measurement Partners (MMP) Important?

Mobile Measurement Partners (MMPs) play a crucial role in helping businesses make sense of their mobile marketing efforts. With so many different ad platforms, channels, and user interactions happening across devices, it’s easy for brands to lose track of what’s actually driving results. MMPs cut through the noise by providing a clear, data-driven picture of how users discover, engage with, and convert within an app. Instead of relying on guesswork, businesses get real insights into which campaigns are working and which ones are falling flat. This means marketing budgets can be allocated more effectively, ensuring that every dollar spent contributes to real growth rather than wasted impressions.

Beyond just tracking performance, MMPs help businesses navigate the increasingly complex world of mobile advertising. Fraud prevention, privacy compliance, and cross-platform tracking are just a few of the challenges that modern app marketers face. Without the right measurement tools, companies risk paying for fake installs, misinterpreting user behavior, or even running into regulatory issues. MMPs provide the infrastructure to ensure data is accurate, secure, and actionable. By leveraging these insights, brands can refine their strategies, improve user experience, and ultimately build stronger connections with their audience.

Reasons To Use Mobile Measurement Partners (MMP)

1. Accurate Performance Attribution: One of the biggest challenges in mobile marketing is figuring out where your users are actually coming from. Without precise attribution, you could end up wasting money on channels that don’t drive real engagement. MMPs track exactly which ad, platform, or campaign led to an app install or specific in-app action, giving you clear visibility into which efforts are delivering the best results. This means you can invest in strategies that truly move the needle while cutting out what’s not working.
2. Protecting Your Budget from Ad Fraud: Digital ad fraud is a growing problem, and mobile advertisers are a prime target. Fraudsters create fake installs, generate bot traffic, and use other shady tactics to steal ad spend. MMPs use advanced fraud detection tools to flag and block suspicious activity before it eats into your budget. By filtering out invalid traffic, they help ensure that your marketing dollars are actually reaching real, high-quality users.
3. Seamless Cross-Device and Cross-Platform Tracking: Consumers don’t just stick to one device—they might see an ad on their tablet, install an app on their phone, and then later make a purchase from their laptop. MMPs track user interactions across multiple devices and platforms, giving you a complete picture of their journey. This helps businesses understand how different touchpoints contribute to conversions and how to refine their strategies accordingly.
4. Instant Access to Real-Time Insights: In mobile marketing, timing is everything. The ability to see what’s working (or not) in real-time allows you to tweak campaigns on the fly. MMPs provide live data dashboards that help you monitor key metrics like installs, conversions, and user engagement as they happen. If a campaign isn’t performing as expected, you can adjust your targeting, creatives, or bidding strategy immediately instead of waiting until it’s too late.
5. Enhancing User Experience with Deep Linking: Nobody likes unnecessary steps. If a user clicks on an ad for a specific product or feature, they don’t want to land on a generic app store page or homepage—they want to go straight to what they were interested in. MMPs enable deep linking, which directs users to the exact place inside your app that matches their intent. This makes the experience smoother, improves engagement, and increases the likelihood of conversions.
6. Advanced User Segmentation for Smarter Marketing: Not all app users are the same. Some might be casual browsers, while others are high-value customers who make frequent purchases. MMPs analyze user behavior and segment audiences based on factors like demographics, in-app activity, and engagement levels. This allows businesses to tailor their marketing efforts, sending the right messages to the right users instead of taking a one-size-fits-all approach.
7. Tracking What Happens After the Install: It’s easy to focus on getting app installs, but that’s only the first step. What really matters is what users do after they download the app. Do they create an account? Do they make a purchase? Do they keep coming back? MMPs track these post-install events, giving businesses insights into how users interact with their app and where they might be dropping off. This data helps fine-tune user experiences and optimize retention strategies.
8. Effortless Integration with Marketing Tools: Modern marketing stacks include everything from CRM software to email marketing tools and ad networks. MMPs integrate seamlessly with these systems, making it easier to connect data across different platforms. This helps marketers streamline their workflows, automate reporting, and create more effective cross-channel campaigns without having to manually piece everything together.
9. Ensuring Compliance with Privacy Regulations: With regulations like GDPR and CCPA shaping how businesses handle user data, compliance is more important than ever. MMPs help ensure that tracking and attribution methods follow industry guidelines, offering features like consent management and opt-out tracking. This keeps businesses on the right side of data privacy laws while still allowing them to measure and optimize their marketing efforts.

Who Can Benefit From Mobile Measurement Partners (MMP)?

Mobile Measurement Partners (MMPs) play a crucial role in helping different teams track, analyze, and optimize mobile app performance. Here’s a breakdown of the key people who gain value from using MMPs:

• Marketing Professionals: Marketers rely on MMPs to measure campaign effectiveness, track conversions, and analyze engagement. With detailed insights, they can determine which ad channels are performing best and refine their strategies to maximize their return on investment (ROI).
• App Developers: For developers, MMPs provide valuable analytics about user interactions, retention rates, and technical performance. This helps them fine-tune the app experience, fix bottlenecks, and optimize the onboarding process for new users.
• User Acquisition Specialists: These experts use MMPs to pinpoint the sources of high-quality users. By understanding which traffic sources drive the most engaged users, they can reallocate budgets to the most effective acquisition channels and reduce wasted ad spend.
• Data Scientists & Analysts: Data-driven teams turn to MMPs to crunch large sets of behavioral and performance data. They extract key trends, identify opportunities for improvement, and provide actionable insights that inform both marketing and product strategies.
• Product Owners & Managers: Product managers use MMPs to track how users interact with different features in the app. By analyzing in-app behavior, they can make smarter decisions about what improvements or new features to prioritize.
• Ad Agencies & Media Buyers: Advertising agencies and media buyers use MMPs to track ad effectiveness across different networks. The ability to monitor clicks, installs, and conversions ensures that ad spend is allocated to the most profitable channels.
• Finance & Budgeting Teams: Finance professionals benefit from MMPs because they provide clear data on marketing spend versus revenue generated. With this information, finance teams can allocate budgets wisely and measure the profitability of various advertising initiatives.
• Growth Marketers & Experimentation Teams: Growth-focused professionals use MMPs to run A/B tests and analyze the impact of different acquisition tactics. Whether it’s testing ad creatives, app store listings, or retention campaigns, these insights help them scale what works and scrap what doesn’t.
• Customer Experience & Retention Teams: MMPs also provide valuable insights into user retention and engagement. Customer success teams use this data to spot churn risks, improve onboarding flows, and enhance overall app usability, ensuring a better experience for users.
• Executive Leadership (CEOs, CMOs, CFOs, etc.): Senior executives leverage MMP dashboards to get a high-level view of app performance. The data helps inform company-wide decisions, marketing investments, and long-term growth strategies.

Mobile Measurement Partners aren’t just for one team—they provide value across multiple departments by delivering critical data that powers smarter decisions.

How Much Do Mobile Measurement Partners (MMP) Cost?

The cost of using a Mobile Measurement Partner (MMP) can swing widely depending on the specific needs of your business and the pricing structure of the provider. Some MMPs operate on a pay-per-event model, meaning you’re charged based on the number of in-app actions tracked, while others base their fees on monthly active users (MAUs) or a flat subscription. If your app sees high engagement, costs can add up quickly—especially if you're paying per event. On the other hand, a smaller app with fewer interactions might only need a basic plan with minimal tracking, keeping costs relatively low. Additionally, enterprise-level brands that require in-depth analytics, cross-platform attribution, and detailed reporting will often pay a premium for these advanced capabilities.

Beyond the base price, extra features and add-ons can drive up the overall expense. Fraud prevention tools, predictive analytics, audience segmentation, and specialized integrations are all valuable but typically come at an additional cost. Some MMPs offer tiered pricing where you can choose between different levels of service, while others may charge for premium customer support or customized data reports. While smaller companies might spend a few hundred dollars a month, larger businesses with high data volume and complex tracking needs can easily see costs in the thousands. The best approach is to compare providers, consider your app’s data needs, and weigh the value of each feature to make sure you’re getting the most for your investment.

Types of Software That Mobile Measurement Partners (MMP) Integrate With

Mobile Measurement Partners (MMPs) can connect with a wide range of software to enhance data tracking and marketing insights. One key category is analytics platforms, which help businesses understand user behavior by processing vast amounts of data. By integrating with analytics tools, MMPs can refine attribution models and provide deeper insights into customer journeys, helping brands fine-tune their marketing efforts. Another important integration is with cloud data warehouses, which store and manage massive datasets. When MMPs sync with these storage solutions, businesses can merge mobile analytics with other operational data to uncover patterns, optimize strategies, and make more informed decisions.

eCommerce platforms can also benefit from integration with MMPs, as tracking mobile-driven sales is essential for measuring campaign effectiveness. With this connection, brands can attribute revenue back to specific marketing efforts, ensuring better allocation of advertising budgets. Social media management tools are another valuable integration, as they allow businesses to assess how mobile traffic from social campaigns translates into app engagement or conversions. By feeding this data into an MMP, companies gain a clearer picture of how social strategies influence mobile user behavior, enabling them to refine their approach for better results.

Risks To Consider With Mobile Measurement Partners (MMP)

• Data Accuracy Issues: MMPs gather and process large volumes of data, but discrepancies can arise due to factors like tracking limitations, ad blockers, and user opt-outs. If the data isn’t accurate, businesses may end up making misinformed marketing decisions that waste budget and reduce campaign effectiveness.
• Privacy and Compliance Risks: With strict privacy laws like GDPR, CCPA, and Apple’s App Tracking Transparency (ATT), businesses need to ensure that their MMP follows all legal requirements. If an MMP mishandles user data or fails to comply with regulations, the brand using their services could face hefty fines and reputational damage.
• Over-Reliance on Attribution Models: Many businesses trust MMPs to provide the ultimate source of truth for campaign performance. However, different attribution models yield different results, and not all models accurately represent how users interact across multiple channels. Over-relying on one attribution approach can distort insights and misguide marketing strategies.
• Integration Challenges: MMPs often need to connect with other marketing platforms like customer relationship management (CRM) tools, data management platforms (DMPs), or demand-side platforms (DSPs). If integrations are poorly executed, data flow can be disrupted, leading to incomplete tracking and misaligned reports.
• Fraudulent Data and Ad Fraud Vulnerabilities: Ad fraud remains a major concern in mobile marketing. Some MMPs struggle to filter out fraudulent clicks, installs, and engagements, which can inflate performance metrics and cause businesses to spend ad budgets on fake users rather than genuine customers.
• Limited Real-Time Insights: Some MMPs have delays in reporting data, which can be a major setback for businesses needing real-time insights. A lack of instant access to performance metrics means marketers may not be able to quickly optimize campaigns, leading to lost opportunities and wasted spend.
• Transparency Concerns: Not all MMPs are upfront about how they collect, process, and report data. Some may use black-box methodologies that make it difficult for businesses to fully understand their tracking logic, which can create blind spots and hinder informed decision-making.
• Difficulty in Measuring Cross-Device Activity: Today’s consumers use multiple devices—smartphones, tablets, desktops, and even smart TVs—to interact with brands. Some MMPs struggle to track users across these different platforms, leading to fragmented data that doesn’t accurately reflect the full customer journey.
• Customization Limitations: While many MMPs offer dashboards and reporting tools, some platforms lack the flexibility businesses need to track specific metrics relevant to their goals. If a company is forced to rely on generic reporting structures, they may miss out on valuable insights that could refine their marketing efforts.
• Platform Dependence and Vendor Lock-In: Switching from one MMP to another can be a complicated and time-consuming process. Businesses that become too dependent on a single MMP might face difficulties if they want to migrate data or adapt to new industry trends, potentially leading to operational inefficiencies.
• Costs and Hidden Fees: While MMPs provide valuable data, they can also be expensive. Some platforms charge based on the number of events tracked, while others have tiered pricing that may include hidden fees. Without careful contract review, businesses may find themselves paying more than expected for features they don’t even need.
• Performance-Based Bias: Certain MMPs may prioritize reporting that makes their services look more effective than they actually are. For example, they might over-attribute conversions to paid campaigns rather than organic traffic, leading businesses to invest in advertising strategies that may not truly be driving results.
• Lack of Localization Support: For businesses operating in multiple countries, it’s crucial to have data insights that account for regional differences. Some MMPs struggle to track local trends, keyword performance, and cultural engagement metrics, making it harder to optimize campaigns for diverse audiences.

Questions To Ask When Considering Mobile Measurement Partners (MMP)

1. How does your platform handle cross-platform attribution? If you have an app on both iOS and Android (or even web), you need an MMP that seamlessly tracks user behavior across all platforms. Some MMPs handle this better than others, so ask how they unify data across different operating systems and devices. You want to ensure that user journeys are accurately mapped, whether they start on a mobile ad and convert on a desktop or vice versa.
2. What anti-fraud measures do you have in place? Mobile ad fraud is a massive issue, and without proper protections, you could be throwing money away on fake installs and engagements. A strong MMP should have built-in fraud detection tools to flag suspicious activity, such as click flooding, bot traffic, and fake installs. Ask about their fraud prevention strategies and how they handle refund policies in case fraudulent traffic slips through.
3. How does your MMP comply with data privacy regulations? With strict regulations like GDPR, CCPA, and Apple’s ATT framework, data privacy compliance is non-negotiable. Your MMP should have clear policies on how they collect, store, and process user data. Ask whether they offer solutions like aggregated data reporting to comply with Apple’s privacy changes and how they handle user consent requirements.
4. What kind of real-time data access do you offer? Marketing teams need real-time insights to optimize campaigns on the fly. Some MMPs have delays in reporting, which can slow down decision-making. Ask how quickly data is processed and whether you can access real-time analytics, especially for critical metrics like installs, in-app purchases, and retention rates.
5. Can your MMP integrate with my current tech stack? Your MMP should work smoothly with the tools you’re already using—whether that’s your CRM, BI platform, or ad networks. Ask about their API capabilities, how easily their system connects with your existing marketing and analytics tools, and whether they offer support for custom integrations if needed.
6. What level of customer support do you provide? Tech issues will come up, and when they do, you don’t want to be stuck waiting days for a response. Ask if they offer 24/7 customer support, whether they have dedicated account managers, and what their typical response time is. Also, look for customer reviews about their support quality—if users consistently complain about poor service, it’s a red flag.
7. What’s your pricing model, and what does it include? MMPs price their services in different ways—some charge per tracked event, others have flat fees, and some work on a tiered system. Ask for a breakdown of their pricing, what’s included in each package, and whether there are hidden fees for things like data exports, additional integrations, or premium customer support.
8. Do you offer historical data access and long-term storage? Some MMPs limit how long they store your data, which can be a problem if you need to analyze long-term trends. Ask how far back you can access data and whether they allow you to store and export historical data for future analysis.
9. Can I test your platform before committing? A trial period or demo can save you from making a costly mistake. Ask whether they offer a free trial or a demo version of their platform so you can test the user interface, data accuracy, and reporting capabilities before signing a long-term contract.
10. Who owns the data collected by your platform? This is a big one. Some MMPs claim ownership of the data they collect, which can create issues if you ever want to switch providers. Ensure that you retain full ownership of your data and that you can export it easily if needed.