What are MMPs? What's an MMP in marketing?

MMPS (or MMP) stands for Mobile Measurement Partners, which are third-party companies that provide tracking and measurement solutions for mobile app marketers.


MMPS typically offer software development kits (SDKs) that can be integrated into mobile apps to track user behavior and measure the effectiveness of mobile app marketing campaigns. The SDKs collect data such as app installs, user engagement, and in-app purchases, and provide insights into user behavior and campaign performance.


Some common features of MMPS include:

  • Attribution tracking: MMPS can track the source of app installs and attribute them to specific marketing campaigns or channels.
  • In-app event tracking: MMPS can track user behavior within the app, such as in-app purchases, user sessions, and other custom events.
  • Campaign reporting: MMPS can provide detailed reports on the performance of marketing campaigns, including metrics such as app installs, user engagement, and revenue generated.
  • Audience targeting: MMPS can provide insights into the characteristics and behaviors of app users, allowing marketers to target specific audiences with personalized campaigns.
  • Fraud prevention: MMPS can help detect and prevent fraud in mobile app marketing campaigns, such as fraudulent app installs or click fraud.


MMPS are commonly used by mobile app marketers to optimize their campaigns and maximize ROI by gaining insights into user behavior and measuring the effectiveness of their marketing efforts.


Examples of MMPs include AppsFlyer, Singular, and Adjust.

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