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SDK",{"type":50,"value":77,"format":10,"indent":11,"version":12,"direction":13,"children":409},[410],{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":411},[412,414],{"type":20,"text":413,"format":12,"detail":11,"mode":22,"style":10,"version":12},"Smart-link campaign pass-through",{"type":20,"text":415,"format":11,"detail":11,"mode":22,"style":10,"version":12}," — carrying campaign, channel, and variant IDs from the ad click through to the web/PWA conversion",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":417},[418,420,422],{"type":20,"text":419,"format":11,"detail":11,"mode":22,"style":10,"version":12},"For overseas growth teams running a mix of native app installs ",{"type":20,"text":421,"format":12,"detail":11,"mode":22,"style":10,"version":12},"and",{"type":20,"text":423,"format":11,"detail":11,"mode":22,"style":10,"version":12}," PWA/web landing pages, the MMP covers one half and leaves the other half dark.",{"type":16,"tag":17,"format":10,"indent":11,"version":12,"direction":13,"children":425},[426],{"type":20,"text":427,"format":11,"detail":11,"mode":22,"style":10,"version":12},"When to consider an AppsFlyer alternative (or complement)",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":429},[430,432,434],{"type":20,"text":431,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Searching for an ",{"type":20,"text":433,"format":12,"detail":11,"mode":22,"style":10,"version":12},"AppsFlyer alternative",{"type":20,"text":435,"format":11,"detail":11,"mode":22,"style":10,"version":12}," usually means one of a few things:",{"type":45,"listType":46,"start":12,"tag":47,"format":10,"indent":11,"version":12,"direction":13,"children":437},[438,446,454,462],{"type":50,"value":12,"format":10,"indent":11,"version":12,"direction":13,"children":439},[440],{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":441},[442,444],{"type":20,"text":443,"format":12,"detail":11,"mode":22,"style":10,"version":12},"Cost",{"type":20,"text":445,"format":11,"detail":11,"mode":22,"style":10,"version":12}," — enterprise MMP pricing outgrew your stage or volume",{"type":50,"value":59,"format":10,"indent":11,"version":12,"direction":13,"children":447},[448],{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":449},[450,452],{"type":20,"text":451,"format":12,"detail":11,"mode":22,"style":10,"version":12},"Web + PWA coverage",{"type":20,"text":453,"format":11,"detail":11,"mode":22,"style":10,"version":12}," — your funnel is increasingly web/PWA, where a pure app-install MMP doesn't reach",{"type":50,"value":68,"format":10,"indent":11,"version":12,"direction":13,"children":455},[456],{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":457},[458,460],{"type":20,"text":459,"format":12,"detail":11,"mode":22,"style":10,"version":12},"Cross-border channels",{"type":20,"text":461,"format":11,"detail":11,"mode":22,"style":10,"version":12}," — you need specific regional networks or measurement an app-only MMP under-serves",{"type":50,"value":77,"format":10,"indent":11,"version":12,"direction":13,"children":463},[464],{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":465},[466,468],{"type":20,"text":467,"format":12,"detail":11,"mode":22,"style":10,"version":12},"Data ownership / self-serve",{"type":20,"text":469,"format":11,"detail":11,"mode":22,"style":10,"version":12}," — you want more control over raw event data and routing",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":471},[472],{"type":20,"text":473,"format":11,"detail":11,"mode":22,"style":10,"version":12},"In most of these cases the answer isn't \"rip out your MMP\" — it's \"complement it.\" Keep the MMP for native app install attribution, and add a layer that covers the web/PWA side and stitches the two together.",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":475},[476,482],{"type":344,"fields":477,"format":10,"indent":11,"version":68,"direction":13,"children":479},{"url":478,"newTab":347,"linkType":348},"https://deepclick.com/",[480],{"type":20,"text":481,"format":11,"detail":11,"mode":22,"style":10,"version":12},"DeepClick",{"type":20,"text":483,"format":11,"detail":11,"mode":22,"style":10,"version":12}," is built for exactly that gap: smart links that pass campaign data from the ad click through to PWA and web conversions, server-side attribution back to Meta Conversions API and Google Enhanced Conversions, integration with MMPs like AppsFlyer and Adjust, and traffic de-duplication so app and web conversions aren't double-counted. If your MMP covers the app and your PWA/web traffic is still dark, that's the half worth lighting up.",{"type":16,"tag":17,"format":10,"indent":11,"version":12,"direction":13,"children":485},[486],{"type":20,"text":487,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Frequently asked questions",{"type":16,"tag":489,"format":10,"indent":11,"version":12,"direction":13,"children":490},"h3",[491],{"type":20,"text":492,"format":11,"detail":11,"mode":22,"style":10,"version":12},"What is a mobile measurement partner?",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":494},[495],{"type":20,"text":496,"format":11,"detail":11,"mode":22,"style":10,"version":12},"A mobile measurement partner (MMP) is a neutral third-party platform that attributes mobile app installs and in-app events across all your marketing channels, deduplicates competing claims, and filters fraud — giving you one source of truth for which channel drove each install.",{"type":16,"tag":489,"format":10,"indent":11,"version":12,"direction":13,"children":498},[499],{"type":20,"text":500,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Why do I need an MMP if ad networks report their own conversions?",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":502},[503],{"type":20,"text":504,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Because every network claims the same install, and their numbers overlap and overstate. An MMP applies one consistent attribution logic across all networks and deduplicates, so you know the real driver rather than the sum of inflated self-reports.",{"type":16,"tag":489,"format":10,"indent":11,"version":12,"direction":13,"children":506},[507],{"type":20,"text":508,"format":11,"detail":11,"mode":22,"style":10,"version":12},"How did iOS 14.5 ATT change mobile attribution?",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":510},[511],{"type":20,"text":512,"format":11,"detail":11,"mode":22,"style":10,"version":12},"ATT let users opt out of IDFA tracking, collapsing deterministic user-level attribution on iOS. Apple's SKAdNetwork replaced it with aggregated, privacy-preserving conversion reporting. MMPs adapted by ingesting SKAN postbacks and adding probabilistic and incrementality modeling.",{"type":16,"tag":489,"format":10,"indent":11,"version":12,"direction":13,"children":514},[515],{"type":20,"text":516,"format":11,"detail":11,"mode":22,"style":10,"version":12},"What's the best AppsFlyer alternative?",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":518},[519],{"type":20,"text":520,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Adjust, Branch, Kochava, and Singular are all capable MMPs with different strengths in fraud, deep linking, cost, and analytics. But if your reason for looking is web/PWA coverage rather than app-only attribution, the answer is a complementary web/PWA attribution layer, not just another MMP.",{"type":16,"tag":489,"format":10,"indent":11,"version":12,"direction":13,"children":522},[523],{"type":20,"text":524,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Do MMPs work for PWAs and web landing pages?",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":526},[527],{"type":20,"text":528,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Not fully. MMPs are built for native app install attribution via an in-app SDK. PWA and web conversions need server-side tools like Meta Conversions API, Google Enhanced Conversions, and first-party pixels plus campaign pass-through from the link.",{"type":16,"tag":489,"format":10,"indent":11,"version":12,"direction":13,"children":530},[531],{"type":20,"text":532,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Is mobile attribution still possible after privacy changes?",{"type":24,"format":10,"indent":11,"version":12,"direction":13,"children":534},[535],{"type":20,"text":536,"format":11,"detail":11,"mode":22,"style":10,"version":12},"Yes — it's noisier but very much alive. Deterministic data remains on Android, SKAdNetwork provides aggregated iOS signal, and MMPs layer probabilistic and incrementality modeling on top to turn limited signal into channel decisions.",{"id":538,"alt":539,"updatedAt":540,"createdAt":540,"url":541,"thumbnailURL":542,"filename":543,"mimeType":544,"filesize":545,"width":546,"height":547},309,"MMP 移动归因概念图：多广告渠道数据流汇聚到统一归因看板","2026-06-10T06:36:56.603Z","https://cms-r2.deepclick.com/hero-c-20a81fdddb02.png",null,"hero-c-20a81fdddb02.png","image/png",1834330,1536,1024,{"title":549,"description":550,"image":551},"Mobile Measurement Partner (MMP) & Mobile Attribution Guide","Mobile measurement partner guide for 2026: how mobile attribution works, SKAdNetwork & ATT, top MMPs compared, how to choose, and the Web/PWA attribution gap.",{"id":538,"alt":539,"updatedAt":540,"createdAt":540,"url":541,"thumbnailURL":542,"filename":543,"mimeType":544,"filesize":545,"width":546,"height":547},"published","mobile-measurement-partner",{"id":59,"name":481,"avatar":555,"updatedAt":561,"createdAt":562},{"id":556,"alt":481,"updatedAt":557,"createdAt":557,"url":558,"thumbnailURL":542,"filename":559,"mimeType":544,"filesize":560,"width":547,"height":547},25,"2026-04-22T08:09:22.606Z","https://cms-r2.deepclick.com/头像-白.png","头像-白.png",26626,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"id":564,"titleZh":565,"titleEn":566,"slug":567,"order":86,"updatedAt":568,"createdAt":569},7,"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-06-10T06:37:37.199Z","2026-06-10T06:37:43.807Z","\u003Cdiv class=\"payload-richtext\">\u003Ch2>What is a mobile measurement partner (MMP)?\u003C/h2>\u003Cp>A \u003Cstrong>mobile measurement partner (MMP)\u003C/strong> is a third-party platform that measures and attributes mobile app installs and in-app events across every marketing channel you run — Meta, Google, TikTok, and dozens of ad networks — in one neutral, deduplicated dashboard. Without an MMP, every ad network claims credit for the same install, and you have no single source of truth for which channel actually drove it.\u003C/p>\u003Cp>That neutrality is the whole point. Meta says it drove the install. Google says it drove the install. Both can't be right. An MMP sits in the middle, applies one consistent attribution logic across all of them, and tells you who really earned the credit. For any team spending real money on \u003Cstrong>mobile attribution\u003C/strong>, an MMP is foundational infrastructure, not a nice-to-have.\u003C/p>\u003Cp>In 2026 an MMP typically handles:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Install attribution\u003C/strong> — which click or impression led to each install\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>In-app event attribution\u003C/strong> — tying purchases and key actions back to the original source\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Deduplication\u003C/strong> — one install, one credited channel, no double-counting\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Fraud protection\u003C/strong> — filtering invalid installs and fake clicks\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cp>\u003Cstrong>Deep linking\u003C/strong> — routing users to the right in-app screen (often bundled)\u003C/p>\u003C/li>\u003C/ul>\u003Ch2>How mobile attribution works\u003C/h2>\u003Cp>Mobile attribution connects an ad interaction to an app install. The core mechanics:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Click and impression attribution\u003C/strong> — the MMP records ad clicks (and view-through impressions) and matches them to installs\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Attribution window\u003C/strong> — the time allowed between click and install to count as attributed (e.g. 7-day click, 1-day view)\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Last-click model\u003C/strong> — by default, the last click before install gets the credit\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>SDK reporting\u003C/strong> — an MMP SDK inside your app fires a postback the moment the app first opens, so the install can be matched\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cp>\u003Cstrong>Device identifiers\u003C/strong> — historically IDFA (iOS) and GAID (Android) tied the click to the install at the device level\u003C/p>\u003C/li>\u003C/ul>\u003Cp>That last layer is exactly what privacy changes upended.\u003C/p>\u003Ch2>SKAdNetwork, ATT, and privacy-first attribution\u003C/h2>\u003Cp>Apple's \u003Cstrong>iOS 14.5 App Tracking Transparency (ATT)\u003C/strong> prompt let users opt out of IDFA tracking — and most did. Deterministic device-level attribution on iOS largely collapsed. The replacement is \u003Cstrong>SKAdNetwork (SKAN)\u003C/strong>, Apple's privacy-preserving framework that reports conversions in aggregate, with delays and limited granularity, so no single user can be tracked.\u003C/p>\u003Cp>What this means in practice for 2026:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Aggregated, not user-level\u003C/strong> — you get campaign-level conversion signals, not per-user paths\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Postback delays and conversion-value encoding\u003C/strong> — you design what limited signal SKAN sends back\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>MMPs adapted\u003C/strong> — modern MMPs ingest SKAN postbacks, blend them with Android deterministic data, and add probabilistic and incrementality modeling on top\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Privacy-first is the default\u003C/strong> — Android's Privacy Sandbox is moving the same direction, so privacy-preserving measurement is now the baseline, not an iOS-only edge case\u003C/p>\u003C/li>\u003C/ul>\u003Cp>The takeaway: attribution didn't disappear, it got noisier — and a good MMP is what turns noisy aggregate signal back into usable channel decisions.\u003C/p>\u003Ch2>What problems an MMP actually solves\u003C/h2>\u003Cp>Beyond raw attribution, an MMP earns its keep on four jobs:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Deduplication\u003C/strong> — collapse competing claims from every network into one credited source\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Anti-fraud\u003C/strong> — detect and reject invalid traffic (IVT), click flooding, install hijacking, and bot installs (SIVT)\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Channel reconciliation\u003C/strong> — one neutral number to reconcile against each ad platform's self-reported numbers\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Unified multi-channel view\u003C/strong> — every install source in one place, comparably measured\u003C/p>\u003C/li>\u003C/ul>\u003Cp>Fraud alone justifies many MMP contracts: invalid installs can quietly eat a double-digit percentage of a paid budget, and catching them pays for the tool.\u003C/p>\u003Ch2>The MMP landscape\u003C/h2>\u003Cp>A quick map of the major players — each is a capable MMP; the right pick depends on your stack and budget:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>AppsFlyer\u003C/strong> — the market leader, broadest network integrations, deep feature set, enterprise pricing\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Adjust\u003C/strong> — strong on fraud prevention and automation, popular with performance teams\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Branch\u003C/strong> — deep-linking-first heritage, strong linking and web-to-app journeys\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Kochava\u003C/strong> — flexible, data-ownership-friendly, often cost-competitive\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cp>\u003Cstrong>Singular\u003C/strong> — combines attribution with marketing-cost aggregation and ROI analytics\u003C/p>\u003C/li>\u003C/ul>\u003Ch2>How to choose a mobile measurement partner\u003C/h2>\u003Cp>Match the MMP to your situation, not to a feature checklist:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Budget\u003C/strong> — enterprise platforms bill on volume; if you're early-stage, weigh cost against the channels you actually run\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Channel coverage\u003C/strong> — confirm your specific ad networks (including regional ones for cross-border) are integrated\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Anti-fraud strength\u003C/strong> — if you buy from long-tail or higher-risk networks, fraud filtering matters more\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Deep-linking capability\u003C/strong> — if deferred deep linking is core to your funnel, prioritize it (see our \u003Ca href=\"/resources/blog/deep-linking-guide\">deep linking guide\u003C/a> for how this layer connects to attribution)\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cp>\u003Cstrong>Privacy compliance\u003C/strong> — SKAN handling, Privacy Sandbox readiness, GDPR/CCPA posture\u003C/p>\u003C/li>\u003C/ul>\u003Ch2>The Web and PWA attribution gap\u003C/h2>\u003Cp>Here's what MMPs do \u003Cem>not\u003C/em> fully solve: they are built for \u003Cstrong>native app install attribution\u003C/strong>. If your funnel includes a progressive web app (PWA), an H5 landing page, or a web checkout, the MMP SDK isn't there — there's no app install to fire a postback. That traffic falls into an attribution blind spot.\u003C/p>\u003Cp>Web and PWA attribution needs a different toolset:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Meta Conversions API (CAPI)\u003C/strong> — server-side event reporting back to Meta, resilient to browser signal loss\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Google Enhanced Conversions\u003C/strong> — first-party, hashed conversion data back to Google Ads\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Pixels and first-party event tracking\u003C/strong> — instrumented on the page, not in an app SDK\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Smart-link campaign pass-through\u003C/strong> — carrying campaign, channel, and variant IDs from the ad click through to the web/PWA conversion\u003C/p>\u003C/li>\u003C/ul>\u003Cp>For overseas growth teams running a mix of native app installs \u003Cstrong>and\u003C/strong> PWA/web landing pages, the MMP covers one half and leaves the other half dark.\u003C/p>\u003Ch2>When to consider an AppsFlyer alternative (or complement)\u003C/h2>\u003Cp>Searching for an \u003Cstrong>AppsFlyer alternative\u003C/strong> usually means one of a few things:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cp>\u003Cstrong>Cost\u003C/strong> — enterprise MMP pricing outgrew your stage or volume\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cp>\u003Cstrong>Web + PWA coverage\u003C/strong> — your funnel is increasingly web/PWA, where a pure app-install MMP doesn't reach\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cp>\u003Cstrong>Cross-border channels\u003C/strong> — you need specific regional networks or measurement an app-only MMP under-serves\u003C/p>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cp>\u003Cstrong>Data ownership / self-serve\u003C/strong> — you want more control over raw event data and routing\u003C/p>\u003C/li>\u003C/ul>\u003Cp>In most of these cases the answer isn't "rip out your MMP" — it's "complement it." Keep the MMP for native app install attribution, and add a layer that covers the web/PWA side and stitches the two together.\u003C/p>\u003Cp>\u003Ca href=\"https://deepclick.com/\">DeepClick\u003C/a> is built for exactly that gap: smart links that pass campaign data from the ad click through to PWA and web conversions, server-side attribution back to Meta Conversions API and Google Enhanced Conversions, integration with MMPs like AppsFlyer and Adjust, and traffic de-duplication so app and web conversions aren't double-counted. If your MMP covers the app and your PWA/web traffic is still dark, that's the half worth lighting up.\u003C/p>\u003Ch2>Frequently asked questions\u003C/h2>\u003Ch3>What is a mobile measurement partner?\u003C/h3>\u003Cp>A mobile measurement partner (MMP) is a neutral third-party platform that attributes mobile app installs and in-app events across all your marketing channels, deduplicates competing claims, and filters fraud — giving you one source of truth for which channel drove each install.\u003C/p>\u003Ch3>Why do I need an MMP if ad networks report their own conversions?\u003C/h3>\u003Cp>Because every network claims the same install, and their numbers overlap and overstate. An MMP applies one consistent attribution logic across all networks and deduplicates, so you know the real driver rather than the sum of inflated self-reports.\u003C/p>\u003Ch3>How did iOS 14.5 ATT change mobile attribution?\u003C/h3>\u003Cp>ATT let users opt out of IDFA tracking, collapsing deterministic user-level attribution on iOS. Apple's SKAdNetwork replaced it with aggregated, privacy-preserving conversion reporting. MMPs adapted by ingesting SKAN postbacks and adding probabilistic and incrementality modeling.\u003C/p>\u003Ch3>What's the best AppsFlyer alternative?\u003C/h3>\u003Cp>Adjust, Branch, Kochava, and Singular are all capable MMPs with different strengths in fraud, deep linking, cost, and analytics. But if your reason for looking is web/PWA coverage rather than app-only attribution, the answer is a complementary web/PWA attribution layer, not just another MMP.\u003C/p>\u003Ch3>Do MMPs work for PWAs and web landing pages?\u003C/h3>\u003Cp>Not fully. MMPs are built for native app install attribution via an in-app SDK. PWA and web conversions need server-side tools like Meta Conversions API, Google Enhanced Conversions, and first-party pixels plus campaign pass-through from the link.\u003C/p>\u003Ch3>Is mobile attribution still possible after privacy changes?\u003C/h3>\u003Cp>Yes — it's noisier but very much alive. Deterministic data remains on Android, SKAdNetwork provides aggregated iOS signal, and MMPs layer probabilistic and incrementality modeling on top to turn limited signal into channel decisions.\u003C/p>\u003C/div>","https://deepclick.com/resources/blog/mobile-measurement-partner",{"en":553},1781075872100]