About MMP Integration

A Mobile Measurement Partner (MMP) is a third-party platform that independently verifies where your app installs come from and tracks what users do inside your app after they install it. Connecting an MMP to MobileAction’s Apple Ads Campaign Management Platform unifies your Apple Ads campaign data with post-install event data in a single workspace, so you can measure the true quality and return of your campaigns, not just the volume of installs.

The problem MMPs solve

In the early days of mobile advertising, tracking was simple. A user clicked an ad, went to the store, and downloaded the app. As the ecosystem grew to include thousands of apps and multiple large ad networks such as Apple, Google, Meta, and TikTok, fragmentation became a major problem for UA managers. Every network could claim credit for the same install, making it difficult for app developers and UA managers to know where their spend was actually working.

At the same time, tracking user activity inside the app became essential. To understand whether a campaign attracted the right users, developers need to know what happens after install. Did the user sign up, make a purchase, or complete a subscription? Without that data, campaign optimization is limited to install volume alone.

MMPs resolve both challenges by providing a centralized, independent attribution layer that verifies the source of every install and links subsequent in-app events back to the original ad interaction.

What an MMP is

An MMP is a third-party platform, such as Adjust, AppsFlyer, or Singular, that acts as a neutral referee for your marketing data. Developers integrate the MMP's Software Development Kit (SDK) into their app, which allows the MMP to unify performance data from all advertising channels into a single interface and track post-install events.

What MMPs help you answer

With an MMP connected, you can answer two core questions about every install:

Where did the install come from: Which channel, campaign, ad group, keyword, or creative drove the install.
What did the user do after installing: Which in-app events the user completed, such as purchases, sign-ups, subscriptions, or level completions.

Core MMP functions

MMPs provide five core functions that make unified attribution possible:

Function	What it does
Segmenting event sources	Shows all events segmented by their ad source, giving you a single dashboard to monitor events and the campaigns they came from.
Handling duplications	If a user clicks an ad on one network and then on another before installing, the MMP applies its rules to ensure only one network gets credit for the install. Typically this is the last click before install.
Post-install event tracking	Tracks events such as subscriptions and in-app purchases and attributes them back to the initial ad source that drove the install.
Quality measurement	Links high-value in-app events back to the original campaign, allowing you to calculate true Return on Ad Spend (ROAS) rather than just counting installs.
Fraud prevention	Verifies that attribution claims from networks are legitimate before they are included in reports.

Supported MMPs

MobileAction’s Apple Ads Campaign Management Platform supports integrations with a range of MMPs, including:

For step-by-step instructions for your specific MMP, see Integrate your MMP with Apple Ads CMP.

Need more help?

If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.