Canonical: https://www.strataigize.com/glossary/mobile-measurement-partner/
Description: A Mobile Measurement Partner (MMP), such as Adjust or AppsFlyer, is the independent attribution layer that credits app installs and events to channels.

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Mobile Growth

# Mobile Measurement Partner (MMP).

Definition

## What it _means._

A Mobile Measurement Partner (MMP) is the independent attribution layer for app campaigns, such as Adjust or AppsFlyer: one SDK that credits installs and events to channels, deduplicates across networks, and reports cohorts. It exists because every ad platform grades its own homework; the MMP is the referee.

Worked example

## In _practice._

Meta and a second network both claim the same install. The MMP applies its attribution rules to assign credit, and cohort reports connect attributed installs with later revenue. Before comparing totals, the team aligns event definitions, windows, time zones, and data maturity. Platform totals can overlap or differ from the MMP; neither view alone measures causal lift.

Where this work happens: [Adjust and Strataigize](https://www.strataigize.com/partnerships/adjust/)

Related terms

-   [Attribution window](https://www.strataigize.com/glossary/attribution-window/)
-   [Cohort analysis](https://www.strataigize.com/glossary/cohort-analysis/)
-   [SKAdNetwork (SKAN)](https://www.strataigize.com/glossary/skadnetwork/)

## Put it in _context._

Bring your growth question to a free 30-minute consultation. We can work through what the numbers mean and which changes to consider.

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