Frequently asked questions about MMP Integration

This article answers common questions about MMP integration, attribution, event tracking, and data differences. If your question is not answered here, contact your dedicated Customer Success Manager or the support team via live chat.

What is an MMP and why do I need one?

An MMP (Mobile Measurement Partner) counts your app downloads and tracks post-install events inside your app. To monitor your campaign performance beyond installs, you need a way to track what users do after they install your app. You can either build this in-house or use an MMP such as Adjust, AppsFlyer, or Singular. See About MMP Integration for a fuller explanation.

How do I integrate my MMP?

The integration process differs slightly by MMP. Start by navigating to Goals in MobileAction’s Apple Ads Campaign Management Platform and selecting your MMP, then follow the per-MMP setup guide. See Integrate your MMP with MobileAction’s Apple Ads Campaign Management Platform.

When will my in-app events appear after integration?

You will be able to track your in-app events once your first event arrives after your integration is successfully completed. This can take up to 48 hours. If no events are received within 48 hours, the platform will send you a notification email.

Where can I check my integration status?

The system automatically sends you emails at every step of your event integration status. You can also check the status of your events on the Attribution page. See MMP integration statuses for a full explanation of each status.

How do I find the events my MMP sends?

You can find the details of your events on the Attribution page under the name of your app. To view them:

Go to the Attribution page.
Find your app and locate the integrated partner's icon.
Click the three-dot icon next to the partner's icon and select Create Goal.
In the drawer menu that appears, click Add New Event to see all available events.

My events arrived but I cannot see metrics on Ads Manager

Once your first events come in, you need to create at least one goal before the metrics will appear on the Ads Manager page. Until a goal is created, event data is received by the platform but not displayed in the campaign management views.

I only see install events, not in-app events

This usually indicates that your app's integration with the MMP is having issues. The MobileAction’s Apple Ads Campaign Management Platform can only show the events that the MMP sends, so if in-app events are missing, the root cause is almost always in the MMP setup. Contact support to investigate.

48 hours have passed but I still do not see events

If your events are visible in your MMP dashboard but not in the MobileAction’s Apple Ads Campaign Management Platform 48 hours after integration, there are typically three possible reasons: no installs or events have occurred yet, the integration between your app and the MMP is incorrect, or the integration between the MMP and the MobileAction’s Apple Ads Campaign Management Platform is incorrect. See MMP integration statuses and contact support if the issue persists.

Do you support custom integrations for internal attribution solutions?

Yes. If you have an internal solution for in-app event tracking rather than a standard MMP, a custom integration is available. Contact your Customer Success Manager to discuss the custom measurement integration process.

Why can't I see MMP data from before my integration date?

The MMP only provides data from the point at which the integration is complete. Data from before your integration date is not visible in the MobileAction’s Apple Ads Campaign Management Platform by default. To view that data, you need to export your historical data from the MMP and have it imported into MobileAction’s Apple Ads Campaign Management Platform. See Why you cannot see previous attribution data.

I do not see installs and events from Apple Ads in AppsFlyer

If you do not see Apple Ads installs or events in your AppsFlyer account, check whether your Apple Ads tracking is set up correctly in AppsFlyer. Without the data arriving at the MMP first, the MobileAction’s Apple Ads Campaign Management Platform cannot receive or display it. Set up your AppsFlyer account to receive Apple Ads installs and events before you start your integration with MobileAction’s Apple Ads Campaign Management Platform. AppsFlyer's own Apple Ads configuration guide has the full setup instructions.

Why is there a difference between my MMP and MobileAction’s Apple Ads Campaign Management Platform data?

One of the main reasons is that the two systems use different methods to attribute in-app events. In your MMP dashboard, values for a selected period are based on the event time. In MobileAction’s Apple Ads Campaign Management Platform, values are based on the install time, because the CMP uses a funnel view.

For that reason, when you compare the same time period on both dashboards, the numbers will not match exactly. See Discrepancies between MMP and Apple Ads data for a full explanation.

Deterministic vs probabilistic attribution

Deterministic attribution: Uses clear identifiers such as IDFA (when ATT is enabled) to directly match an install to the ad interaction. This is highly accurate because the same ID appears in both the click and the install.
Probabilistic attribution: Uses indirect signals such as IP address, user-agent, OS version, and device data to estimate the source of the install. This method is less precise and is subject to stricter privacy rules and aggregation.

What is ATT and how does it affect attribution?

ATT (App Tracking Transparency) is Apple's privacy framework that requires apps to ask for permission before tracking users across apps and websites.

If a user accepts, the app can use IDFA to perform deterministic attribution. If the user declines, the app cannot use IDFA and must rely on aggregated data or probabilistic methods.

ATT directly affects how precise your attribution can be, how many installs can be linked to specific channels and campaigns, and how well your MMP data matches network dashboards like Apple Ads.

What is re-attribution?

Re-attribution is the process of linking a new action (such as a purchase, subscription, or sign-up) back to a previous app install, even if the user uninstalled the app and later reinstalled it.

For example, if a user installs your app, uninstalls it, and later reinstalls it, any new action they take (such as subscribing to a premium plan) can still be credited to the original ad campaign that brought them in. MMPs track this using re-attribution windows, which are customizable periods (for example, 30 or 60 days) during which new actions can be linked back to the original install.

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.