A mobile measurement partner (MMP) is a neutral third party that sits between your app and the ad networks, decides which network gets credit for an install or in-app event (something that happens after the install, such as a signup), and gives you one consistent view. AppsFlyer, Adjust, Branch, and Singular are examples. Let's take a software company as an example. They sell a job-site phone app to plumbing businesses. Plumbers use the app on site to look up customers, log visits, and send invoices. A mobile measurement partner (MMP) is how the software company can tell whether Meta or Apple Search Ads earned a plumber's install, using one set of rules.

No. Lemonado is not a mobile measurement partner (MMP) and does not attribute app installs. Lemonado connects to the ad platforms and data you already use, reads them together, and can act on campaigns. If you need install attribution, you still need a mobile measurement partner.

MMP (Mobile measurement partner)

A mobile measurement partner, usually shortened to MMP, is an independent company that decides which ad gets credit for an app install. It uses the same rules across Facebook, Google, TikTok, and the rest, instead of each of those grading itself. In-app events are things that happen after the install, such as a sign-up or a purchase. The MMP is a shared scorekeeper, not proof the ad caused the install.

Theodor Lindfors, Founding Marketer · September 14, 2026

What an MMP does

The mobile measurement partner (MMP) SDK sits in your app. An SDK (software development kit) is a small software kit the developer adds to the app. The SDK records installs and in-app events (things that happen after the install, such as a signup), receives click and impression data from each connected network, applies one attribution ruleset across all of them, and reports back to you and to the networks.

Let's take a software company as an example. They sell a job-site phone app to plumbing businesses as a monthly subscription. The phone app is what plumbers use on job sites to look up customers, log visits, and send invoices. The software company advertises the app on Meta, Apple Search Ads, and Google, and it needs one scorekeeper.

Let's take a software company as an example. They sell a job-site phone app to plumbing businesses. A plumber taps a Meta ad on Monday and an Apple Search Ad on Tuesday, then installs Wednesday. Meta and Apple would both like to claim that install. The mobile measurement partner (MMP) applies one window and one rule (often last click), gives the install to Apple Search Ads, and tells both networks the result. The software company sees one install, not two.

A mobile measurement partner (MMP) also handles SKAdNetwork postbacks (SKAN: Apple's delayed, anonymous install confirmation messages), deduplicates competing claims, and normalizes the mess into something you can compare.

Why an MMP matters

Without a mobile measurement partner (MMP), every network reports its own installs using its own rules, and the totals add up to more installs than you actually got. If a job-site app had 1,000 real installs last month, Meta might claim 700 installs and Apple 500 installs. The mobile measurement partner is the single referee that decides who gets the credit.

A mobile measurement partner (MMP) also connects installs to what happened afterwards. Installs are cheap to buy and easy to waste, so the events after the install are where the real judgment lives. A plumber who opens a job-site app and logs a first job is worth more than one who never opens it. CPI (cost per install: spend divided by installs) cannot see that. The mobile measurement partner can, if you instrument those events.

How to read MMP data

Mobile measurement partner (MMP) numbers and platform numbers will not match, and the mobile measurement partner is usually the more conservative one. Pick the mobile measurement partner as your source of truth for install decisions and stop relitigating the gap every week. If Meta says a $4 cost per install and the mobile measurement partner says a $6 cost per install, budget off the $6 cost per install.

On iOS, the mobile measurement partner's (MMP's) view is limited by ATT (App Tracking Transparency: Apple's tracking-permission prompt) like everyone else's. A mobile measurement partner is a better referee, not an exemption from the rules. A plumber tapping Ask App Not to Track still hides their identifier for advertisers (IDFA, a device ID used to match ads to installs).

Common MMP mistakes

Reporting Meta installs and mobile measurement partner (MMP) installs in the same table without labeling them.
Only measuring installs, never whether a plumber opened the job-site app and logged a job.
Never revisiting attribution settings after setup, then wondering why credit looks odd.

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