Mobile measurement partner (MMP)
A mobile measurement partner (MMP) is an independent service that attributes app installs and in-app events across all your ad networks and channels, so you have one source of truth instead of each network's own count.
Every ad network reports its own results, using its own attribution window and its own rules, and self-attributing networks credit installs to themselves. An MMP sits outside them: it matches installs to clicks with one set of rules and deduplicates across channels, so each install is credited once.
Typical MMP capabilities include install and event attribution, deep linking, ad-network integrations that exchange data in both directions, cost aggregation, fraud detection and, in the larger suites, data clean rooms, incrementality testing and marketing mix modelling. Branch, AppsFlyer, Adjust, Singular and Kochava are commonly described as MMPs.
Not every team needs the full suite. If what you need is deep linking and install attribution for your own links and campaigns, a focused tool can be enough. LinkTrail covers deep linking and attribution; its ad-network integrations are inbound — click IDs and cost imports — rather than two-way postbacks, which is the main thing a full MMP adds. The comparison pages set out the options.