Mobile Measurement Partner (MMP)

A mobile measurement partner (MMP) is a neutral third-party platform that attributes mobile app installs and in-app events to the marketing channel, campaign, or affiliate that drove them. Tools in this category, such as AppsFlyer, Adjust, and Branch, sit between ad networks, affiliates, and the operator to record which click or impression led to an install and what the user did afterward. They exist because in-app activity cannot be tracked with the web cookies that ordinary marketing attribution relies on.

The MMP uses an SDK embedded in the app plus referral signals to perform the match. On a clean install it can use deterministic attribution through a click ID; where Apple's privacy framework applies it falls back to the aggregated signals of SKAdNetwork. Once an install is attributed, the MMP forwards the event to the operator through a server-to-server postback, which lets an affiliate platform credit the right partner with a deposit, registration, or purchase that happened inside the app.

For affiliate programs the MMP is the bridge between mobile acquisition and commission. Many operators promote a mobile app alongside their site, and affiliates who drive installs need their conversions counted. By centralising attribution and de-duplicating claims across networks, the MMP gives the operator one trusted source of truth, which it can pass downstream to server-side tracking and reporting so payouts reflect real, de-duplicated installs rather than overlapping claims.