MMP (Mobile Measurement Partner)

In one line

An MMP (Mobile Measurement Partner) collects click, install, and in-app event data from different ad networks (Google, Meta, TikTok, etc.) and consolidates it into a single attribution view — who gets credit for which user.

Why you need one

Every network reports its own performance on its own terms. When you run several networks at once, they can all claim credit for the same install. An MMP acts as a neutral third party applying consistent attribution rules (usually last-click) across all of them.

In practice

Numbers from the ad network, the MMP, and your own payment DB rarely match exactly — each uses a different attribution window and de-duplication logic. Don't treat any single number as absolute truth; understand why they diverge.

Go deeper

Why network, MMP, and internal DB numbers disagree is covered in Attribution Data Mismatch.