MMPs present a unified, real-time view of marketing campaign efficiency by consolidating information from completely different channels. This unbiased attribution helps app entrepreneurs see which sources drive installs, in-app occasions, income and different metrics. MMP’s operate is essential for optimizing advertising spend, stopping fraud and complying with regulatory compliance.
On the lookout for an MMP and need to perceive greatest instruments and key points of every one? Maintain studying to get solutions.
How does an MMP work?
An MMP operates via a transparent, multi-step course of to make sure correct cell attribution and information evaluation. The core mechanics of how MMPs work embody:
- SDK integration – an MMP collects set up and in-app occasion information after its Software program Improvement Package is built-in into the app.
- Attribution – it assigns credit score for installs utilizing system ID matching, probabilistic strategies, and privacy-focused options like SKAdNetwork on iOS.
- Unified analytics – MMPs act as a single supply of reality that present clear comparability and assist with strategic selections primarily based on consolidated information.
Why are MMPs important for app entrepreneurs?
Cell Measurement Companions are important for app entrepreneurs as a result of they supply the readability and safety wanted to run efficient app campaigns. Their core worth is demonstrated in a number of key areas:
- Neutral measurement and unbiased attribution, which is a should for evaluating cell advertising ROI and allocating funds effectively
- They pull and consolidate information from all advert networks right into a single dashboard to remove fragmentation and create actionable insights
- Most high MMPs embody strong fraud detection instruments to guard advertising budgets from invalid exercise.
- They assist entrepreneurs with privateness compliance and to navigate complicated international privateness rules like GDPR, CCPA, and Apple’s ATT framework.
- The actual-time analytics of MMPs permit entrepreneurs to optimize campaigns, quickly iterate and enhance efficiency primarily based on dependable information.
What are one of the best cell measurement companions for 2025?
Beneath is the concise feature-by-feature breakdown of the highest MMPs accessible in 2025. Every device is listed by title and accompanied by a transparent abstract of its options, distinctive choices, standout capabilities, and who it’s greatest suited to.
AppsFlyer
AppsFlyer is a worldwide chief in cell attribution and advertising analytics, famend for its scalability, fraud prevention, and privacy-first options.
- Options & highlights:
- Multi-touch attribution throughout all channels and gadgets
- Actual-time analytics dashboards and cohort reporting
- AI-driven fraud safety and anomaly detection
- SKAdNetwork assist, Privateness Sandbox compatibility
- Price aggregation, deep linking, uncooked information APIs, and customizable dashboards
- AI parts: AI is leveraged in fraud prevention and insights for marketing campaign optimization.
- Finest for: Enterprises, international apps, entrepreneurs requiring scalability and strong compliance.
- Notable shoppers: Walmart, HBO, Alibaba, Coca-Cola, The Very Group.
- Pricing: Free “Zero Plan” (12,000 conversions for the primary 12 months); Development plan at $0.07/conversion after free quota; customized enterprise pricing with function add-ons
Alter
Alter is a privacy-centric MMP with superior fraud prevention, real-time analytics, and limitless uncooked information entry.
- Options & highlights:
- Full-funnel attribution (cell, internet, CTV)
- Actual-time granular analytics and reporting
- Limitless occasion measurement and uncooked information entry
- AI-powered fraud safety and advertising automation
- Strong SKAdNetwork and ATT compliance
- AI parts: Automated fraud detection and predictive analytics.
- Finest for: Massive apps, regulated industries, privacy- or compliance-minded manufacturers.
- Notable shoppers: Uber, Spotify, Zynga, N26, Lidl, Otto Group, REWE Group.
- Pricing: Customized and usage-based; particulars accessible by contacting gross sales
Singular
Singular supplies unified analytics combining attribution, spend, and ROI for granular, cross-platform advertising insights.
- Options & highlights:
- Multi-touch, cross-device attribution
- Price aggregation and ROI dashboards
- Granular artistic analytics
- Fraud prevention and SKAdNetwork cohort prediction
- No-code ETL for information exports
- AI parts: AI leveraged for SKAdNetwork cohort prediction and marketing campaign optimization.
- Finest for: Superior entrepreneurs, analysts, and multi-channel development groups.
- Notable shoppers: Lyft, Airbnb, Yelp, TikTok (official accomplice).
- Pricing: Free for 15,000 conversions; $0.05/conversion with technical assist (Development plan); customized enterprise choices
Kochava
Kochava excels in cross-device and omnichannel attribution, together with CTV/OTT, with fraud prevention and superior analytics.
- Options & highlights:
- Deterministic and probabilistic attribution
- Actual-time cohorting, analytics, and sensible hyperlinks
- Information market and API integrations
- Fraud safety
- AI parts: Makes use of AI for fraud detection and analytics optimization.
- Finest for: Manufacturers with multi-platform wants and complicated information necessities.
- Notable shoppers: Paramount+, Spotify, DraftKings.
- Pricing: Free tier as much as 10,000 conversions; paid plans from $500/month; enterprise quotes.
Google Firebase
Firebase is Google’s free analytics and attribution suite with deep integration into the Google tech stack.
- Options & highlights:
- Limitless occasion monitoring and person properties
- Actual-time dashboard, BigQuery information export
- Built-in with Google Advertisements, AdMob, and A/B testing
- In-app messaging, push notifications
- AI parts: Machine studying utilized in Google Analytics insights and predictions.
- Finest for: Indie apps, startups, merchandise inside Google’s ecosystem.
- Notable shoppers: eBay Motors, Gameloft, Halfbrick.
- Pricing: Core product is free with beneficiant quotas; pay-as-you-go for expanded BigQuery exports.
Department
Department is the trade’s deep-linking chief, specializing in seamless web-to-app experiences and cross-device attribution.
- Options & highlights:
- Deep contextual and cross-platform linking
- Correct cell/internet/CTV attribution
- Good banners, link-level analytics
- Influencer monitoring and customized integrations
- AI parts: Not explicitly said in present public options.
- Finest for: E-commerce, DTC, and apps needing superior linking and omnichannel monitoring.
- Notable shoppers: Airbnb, Ticketmaster, BuzzFeed.
- Pricing: Free plan accessible; superior and high-volume customized quotes.
Localytics
Localytics fuses analytics, attribution, and engagement automation for customer-centric campaigns.
- Options & highlights:
- Segmentation, A/B testing, occasion analytics
- Push, in-app, and geo-triggered messaging
- Predictive analytics
- AI parts: Predictive analytics for person conduct.
- Finest for: Apps centered on retention, lifecycle advertising, or CRM.
- Notable shoppers: ESPN, eBay, The New York Occasions.
- Pricing: Customized/annual contracts; starter pricing estimated at $10,000/12 months.
Tenjin
Tenjin is an reasonably priced attribution and analytics tailor-made for cell sport studios and startups.
- Options & highlights:
- Attribution and SKAdNetwork reporting
- Advert spend, LTV analytics, and information export pipelines
- Integration with main advert networks
- AI parts: Not explicitly marketed.
- Finest for: Gaming corporations and early-stage cell builders.
- Notable shoppers: Voodoo, Ruby Video games.
- Pricing: Free as much as 2,000 attributions/month; paid plans from $300/month.
Adtriba
Adtriba is predictive, AI-powered multi-channel attribution for strategic entrepreneurs. It was acquired by Funnel in 2024.
- Options & highlights:
- Cross-channel advertising combine modeling
- Predictive analytics, automated reporting
- Finances Optimization
- AI parts: AI is used for predictive analytics and modeling.
- Finest for: Entrepreneurs searching for data-driven, cross-channel marketing campaign insights.
- Notable shoppers: Confirmed shopper names are usually not publicly accessible.
- Pricing: Obtainable on request solely.
Dreamdata
Dreamdata is a B2B multi-touch income attribution platform for mapping full buyer journeys..
- Options & highlights:
- Superior B2B funnel analytics and ROI monitoring
- Customized reporting instruments and information exports
- AI parts: Employs AI for attribution modeling and evaluation.
- Finest for: B2B SaaS and enterprise apps.
- Notable shoppers: Trustpilot, Pleo (confirmed on web site).
- Pricing: Premium; begins at $1,495/month.
Airbridge
Airbridge is a privacy-forward, fashionable platform for cross-platform and internet/cell attribution; particularly robust in APAC markets.
- Options & highlights:
- ROAS measurement, deep privateness/fraud controls
- Cross-platform internet/cell measurement
- AI parts: Makes use of AI/ML for fraud prevention.
- Finest for: Manufacturers with robust presence in APAC, cross-platform entrepreneurs.
- Notable shoppers: GS Retail, Burger King Korea.
- Pricing: Obtainable on request.
AppMetrica
AppMetrica is superior analytics and attribution platform with excessive quotas for monitoring and real-time analytics.
- Options & highlights:
- Limitless occasion monitoring (as much as 100M occasions on free tier)
- Crash reporting, A/B testing, viewers segmentation
- AI parts: Not prominently marketed.
- Finest for: Apps that want versatile and high-volume analytics.
- Notable shoppers: Predominantly utilized in CIS/Japanese Europe.
- Pricing: Free as much as 100M occasions; Professional plan from $3,000/month.
Which MMP is one of the best?
There is no such thing as a one-size-fits-all reply and the ultimate selection of MMP is determined by your app market, funds, variety of customers, inner assist and different elements related for your corporation.
Based mostly on our expertise, here’s a fast overview of every MMP, key strenghts and what’s it greatest for.
| MMP | Notable Strengths | Finest For |
|---|---|---|
| AppsFlyer | Enterprise-grade attribution, AI insights, privacy-focused, broad integrations | Enterprise & large-scale advertising |
| Alter | Superior privateness, server infrastructure, fraud prevention, SKAdNetwork assist | Privateness/regulatory focus; international apps |
| Singular | Unified analytics (spend + attribution), artistic analytics, extremely rated | Multi-channel ROI & artistic optimization |
| Department | Deep linking, web-to-app journeys, cross-channel | E-commerce, DTC, omnichannel funnels |
| Kochava | Omnichannel, CTV/OTT assist, superior analytics | Manufacturers with multi-platform wants |
| Google Firebase | Seamless with Google Advertisements, free tier, huge information instruments | Early-stage/indie apps, Google stack |
| Tenjin | Worth for cash, hyper-casual/gaming focus | Gaming, startups on a funds |
| Localytics | Advertising and marketing automation + attribution | CRM-heavy apps, person engagement |
| Dreamdata | B2B income/funnel attribution | B2B, deep funnel analytics |
| Adtriba | AI-powered, cross-channel, predictive analytics | Unbiased, strategic choice makers |
| Airbridge | Multi-platform, Korean/international experience | Cross-platform entrepreneurs, APAC manufacturers |
| AppMetrica | Actual-time analytics, excessive occasion limits | Limitless monitoring, versatile evaluation |
How does MMP pricing work?
MMPs are structured round a number of fashions designed to suit completely different app sizes and information wants. Prices are sometimes influenced by occasion quantity, function entry, information granularity, and contract phrases.
Listed below are the most typical questions you need to have answered.
Do any MMPs supply free plans?
Sure, a number of MMPs present free entry-level plans that are perfect for new apps, MVPs, or testing attribution options. These plans, equivalent to AppsFlyer’s Zero Plan or choices from Tenjin, sometimes cowl a restricted variety of conversions or occasions earlier than requiring an improve to a paid tier.
What’s usage-based billing for MMPs?
Utilization-based billing is the most typical MMP pricing mannequin, the place prices scale straight with app exercise. Main suppliers like AppsFlyer, Kochava, and Singular cost primarily based on the amount of occasions tracked, equivalent to app installs, particular attributions, or customized in-app occasions logged by the person.
Are there month-to-month minimal charges for MMPs?
Some MMP platforms require a minimal month-to-month subscription price for entry to premium options, even when occasion quantity is low. This mannequin, utilized by suppliers like Kochava and Tenjin, usually bundles a particular vary of utilization and ensures a baseline stage of service and assist.
Do MMPs supply customized enterprise pricing?
Customized enterprise pricing is a tailor-made quote created for high-volume or high-needs shoppers. MMPs like Alter and AppsFlyer develop these plans primarily based on elements like app dimension, particular information necessities, the variety of integrations wanted, and the anticipated stage of buyer assist.
How do options have an effect on MMP pricing?
Superior options straight impression the general value of an MMP subscription. Capabilities equivalent to real-time information exports, subtle fraud safety suites, or artistic analytics are sometimes reserved for increased pricing tiers or are bought individually as paid add-ons to a base plan.
Accessing uncooked information pipelines and limitless historic information usually incurs additional charges in an MMP pricing construction. This granular stage of knowledge entry is vital for superior analytics groups who must carry out deep-dive evaluation and suppliers sometimes cost a premium for this functionality.
What are different frequent MMP prices?
Past customary subscriptions, chances are you’ll encounter different prices related to MMP providers. Make sure you affirm these potential charges when evaluating platforms:
- Paid Trials: Some MMPs supply paid proof-of-concept (POC) durations for enterprise patrons to validate the platform.
- Onboarding Charges: Enterprise-level contracts could embody obligatory charges for setup and staff onboarding.
- Annual Contracts: Greater-level or customized contracts usually require an annual dedication fairly than a month-to-month settlement.
MMP options function lists change quick, particularly as AI options are rising quickly – in case you plan to purchase the attribution device, you need to affirm the specifics with distributors.
What must you think about earlier than selecting an MMP?
Selecting an MMP requires a strategic analysis of your technical, enterprise and compliance wants. Key concerns vary out of your app’s present scale and information necessities to the platform’s integration capabilities, assist construction, and total market status. An intensive assessment ensures you choose a accomplice that aligns along with your long-term development targets.
Be sure to examine the questions under, as they are going to information you in the course of the analysis section.
Why is app scale vital for selecting an MMP?
Your app’s present and anticipated scale is a crucial issue since you should select an answer that scales affordably along with your development. Assess your current set up and occasion quantity, but additionally forecast future wants to make sure the MMP pricing mannequin is not going to change into prohibitively costly as your person base expands.
How do information export wants have an effect on your MMP selection?
Your information export wants straight impression each the value and platform selection for an MMP. It’s essential to decide in case your staff requires real-time, uncooked occasion or marketing campaign information for deep evaluation. Entry to granular information pipelines is usually a premium function that not all suppliers supply of their customary tiers.
What fraud and privateness options must you consider?
You need to consider every MMP’s strategy to privateness compliance and fraud safety. Assess their instruments for adhering to rules like GDPR, CCPA, and Apple’s ATT framework. Moreover, decide if superior fraud prevention is a crucial requirement in your trade vertical to guard your advertising funds.
Why are integrations a crucial issue?
Integrations are crucial as a result of your MMP should seamlessly join along with your current advertising and analytics stack. Verify for direct assist in your most popular advert networks, CRM, and enterprise intelligence platforms to make sure cohesive cross-channel marketing campaign measurement, together with internet, cell, CTV, and offline channels.
What stage of assist must you search for?
Enterprises ought to think about the extent and velocity of assist provided by the MMP. This consists of evaluating Service Stage Agreements (SLAs), the standard of the onboarding course of, and whether or not you’ll have entry to devoted representatives for well timed and efficient technical help.
How does geography affect your MMP choice?
Geography is a key consideration in case you function globally or in data-restricted areas like China, Korea, or the EU. Make sure the MMP has the mandatory server infrastructure and compliance protection in these locales to fulfill native information residency and privateness legal guidelines with out compromising efficiency.
What must you search for in MMP analytics and reporting?
When evaluating app analytics, assessment how granular and customizable the MMP’s reporting is. Search for the flexibility to conduct detailed evaluation on particular segments, person cohorts, and multi-touch attribution paths. This depth is important for gaining actionable insights out of your advertising information.
How ought to platform strengths and status information your choice?
You need to align an MMP’s confirmed strengths along with your particular use case, as some platforms excel in gaming, e-commerce, or B2B. Complement this by checking latest peer critiques on websites like G2 or Gartner for suggestions on platform reliability, assist high quality, and total ROI.
