{"id":167,"count":0,"description":"","link":"https:\/\/tenjin.com\/zh\/glossary\/mobile-measurement-partner-mmp\/","name":"Mobile Measurement Partner (MMP)","slug":"mobile-measurement-partner-mmp","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["<!-- SNIPPET -->\r\n<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b><b><\/b>\r\n\r\n<span style=\"font-weight: 400\">A mobile measurement partner (MMP) is a third-party platform that collects attribution data and measures how well mobile marketing campaigns perform across advertising channels. MMPs give advertisers a unified, accurate view of where their users come from and how they behave after install.<\/span><b><\/b>\r\n\r\n<b>Formula:<\/b><b><\/b>\r\n<pre><span style=\"font-weight: 400\">Attribution Accuracy = Installs Attributed to Correct Source \/ Total Installs \u00d7 100<\/span><\/pre>\r\n&nbsp;\r\n\r\n<\/div>\r\n<!-- wp:paragraph -->\r\n<h2><b>What is a Mobile Measurement Partner (MMP)?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">A mobile measurement partner (MMP) is a tool that collects attribution data and assesses how well a campaign is doing across various advertising channels.<\/span>\r\n\r\n<span style=\"font-weight: 400\">When a user sees an ad, <a href=\"https:\/\/tenjin.com\/glossary\/clicks-tracked-reported\/\">clicks<\/a> on it, and <a href=\"https:\/\/tenjin.com\/glossary\/install\/\">installs<\/a> your app, an MMP is what connects those dots. It tells you which network served the ad, which campaign drove the click, and whether that user went on to make a purchase, complete onboarding, or churn within the first week. Without an MMP, this chain of events is invisible.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In simple terms, an MMP answers the most important question in mobile marketing: <strong>where are my best users coming from?<\/strong><\/span>\r\n\r\n<span style=\"font-weight: 400\">Every <a href=\"https:\/\/tenjin.com\/glossary\/ad-network\/\">ad network<\/a> reports its own performance data. Without a neutral third party to reconcile those numbers, marketers are left with fragmented, often conflicting data from sources that each have an incentive to report favorably. An MMP sits above all of that and provides a single source of truth.<\/span>\r\n\r\n<b>Example: <\/b><span style=\"font-weight: 400\">A mobile game runs ads across five networks, but each network overcounts installs. An MMP eliminates the overlap and shows which network actually drove each install.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>How Does a MMP Work?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">A crucial role performed by MMPs is accurately and impartially attributing app installs to specific ad networks. To understand how this works, it helps to know who the key parties are:<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Advertiser: owns the app featured in the ad<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">MMP: collects attribution data and measures campaign performance across channels<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Publisher: provides the ad space inside their app<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Ad Network: acts as the intermediary between publisher and advertiser, matching ad supply to demand<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">User: the person being targeted with the advertiser's ads<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Here is how the process works. We've separated it into two parts, the steps that take place before and after a user clicks on an ad.\u00a0<\/span>\r\n\r\n<strong>Before the user clicks:<\/strong>\r\n<ol>\r\n \t<li><span style=\"font-weight: 400\"> The advertiser creates a campaign in their MMP<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The MMP generates unique click URLs or deep links for each channel<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The publisher app requests an ad from the ad network<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The ad network serves the ad inside the publisher app<\/span><\/li>\r\n<\/ol>\r\n<h2 class=\"wp-block-heading\"><img class=\"wp-image-13100 aligncenter\" src=\"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/01\/image524.png\" alt=\"image.png\" width=\"627\" height=\"462\" \/><\/h2>\r\n<strong>After the user clicks:<\/strong>\r\n<ol>\r\n \t<li><span style=\"font-weight: 400\"> The user clicks the ad and the MMP server is notified<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The user is redirected to the app store<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> If the user installs the app, the MMP server is notified again<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The MMP attributes the install to the correct ad network and notifies that network of the <a href=\"https:\/\/tenjin.com\/glossary\/conversion\/\">conversion<\/a><\/span><\/li>\r\n<\/ol>\r\n<h2 class=\"wp-block-heading\"><img class=\"wp-image-13101 aligncenter\" src=\"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/01\/image525.png\" alt=\"image.png\" width=\"660\" height=\"500\" \/><\/h2>\r\n<span style=\"font-weight: 400\">This process happens in real time across every install your app receives.<\/span>\r\n\r\n<span style=\"font-weight: 400\"><strong>Example:<\/strong> A user clicks on a Mintegral ad for a puzzle game but does not install it. Later, they see a Google Ads campaign for the same game and install it. According to the<a href=\"https:\/\/tenjin.com\/glossary\/last-click-attribution\/\"> last-click attribution model,<\/a> the install is attributed to Google Ads. All subsequent in-app events such as purchases, ad clicks, level completions are tied to that Google Ads campaign. The advertiser pays Google Ads for the install, not Mintegral.<\/span>\r\n\r\n<!-- \/wp:heading -->\r\n\r\n<!-- \/wp:list -->\r\n\r\n<!-- wp:image {\"id\":13100,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n\r\n<span style=\"font-weight: 400\">This matters because before attribution existed, advertisers would pay every network a user interacted with.\r\nAn MMP ensures you only pay the network that actually delivered the install.<\/span>\r\n<h2><strong>What Does a Mobile Measurement Partner Measure?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">An MMP measures far more than installs. A full-featured mobile app measurement partner tracks the entire user journey from first ad impression to long-term in-app behavior.<\/span>\r\n\r\n<strong>Key measurement areas include:<\/strong>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\"><strong>Install attribution<\/strong>: which campaign, network, creative, and channel drove each install<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>In-app events<\/strong>: purchases, registrations, tutorial completions, and any custom events you define<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Revenue attribution:<\/strong> connecting IAP and ad revenue back to the acquisition source<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Retention and churn:<\/strong> how long users from each source stay active<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Cohort performance:<\/strong> comparing the lifetime behavior of users acquired at different times or from different sources<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Fraud detection:<\/strong> identifying and filtering invalid installs and click spam<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>ROAS measurement:<\/strong> understanding the revenue return on every dollar of ad spend<\/span><\/li>\r\n<\/ul>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>Why You Need a Mobile Measurement Partner<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Any advertiser aiming to grow their marketing efforts needs an MMP. As your user acquisition campaigns scale and you start incorporating more channels, trying to analyze data across multiple ad network dashboards becomes impractical.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Each ad network calculates metrics differently. Without a tool to normalize that data, comparisons are unreliable and decisions are based on incomplete information.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Some advertisers try to minimize complexity by limiting campaigns to one or two networks and relying on those networks' own dashboards. The problem with this approach is straightforward: if one of those channels underperforms, there is no fallback and no reliable data to guide the next move. Consistently experimenting with different channels is a stronger strategy, and an MMP is what makes that possible at scale.<\/span>\r\n<h4>Here are some benefits of having an MMP in your tech stack:<\/h4>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\"><strong>Ad networks self-report.<\/strong> Every network has an incentive to claim credit for installs. An MMP provides neutral, third-party attribution that no single network controls.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Cross-channel campaigns are complex.<\/strong> Users see ads across multiple platforms before installing. An MMP tracks the full journey and applies consistent attribution logic across all channels.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>In-app events matter as much as installs.<\/strong> An install that never monetizes is worth nothing. MMPs connect acquisition data to downstream revenue and behavior.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Fraud is unfortunately a reality.<\/strong> Click injection, device farms, and SDK spoofing inflate install numbers without delivering real users. MMPs detect and filter fraudulent activity before it distorts your data.\u00a0<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>One SDK replaces many.<\/strong> Instead of integrating a separate SDK for every ad network you work with, you integrate one MMP SDK. It handles communication with every connected network from a single integration point.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Privacy changes have made measurement harder.<\/strong> ATT, SKAdNetwork, and evolving privacy frameworks have fragmented mobile measurement. MMPs navigate these constraints and help marketers maintain accuracy in a privacy-first environment.<\/span><\/li>\r\n<\/ul>\r\nIn general, MMPs empower advertisers to get a unified view of their marketing data. Using an MMP ensures that you can access and analyze all your marketing data in one normlized and unified view. This also helps to identify the top performing or lowest performing channels and campaigns so you can adapt, optimize, and focus on those with the highest conversion rates.\u00a0 It shows you the road to better ROI.\r\n\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:heading {\"level\":3} -->\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading {\"level\":3} -->\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p class=\"wp-block-heading\"><span style=\"font-weight: 400\"><strong>Example:<\/strong> A casual game pauses a campaign because network-reported CPI looks high. Their MMP data tells a different story: that campaign is driving users with 3x the average Day 30 retention and significantly higher LTV. Without the MMP connecting acquisition cost to post-install behavior, the team would have cut one of their best-performing campaigns based on surface-level data.<\/span><\/p>\r\n\r\n<h2><strong>A MMP Is Necessary for UA Meta &amp; Facebook<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Facebook (Meta) is one of the most important channels in mobile user acquisition, and MMP integration with Facebook is a core use case for most mobile marketers. This is b<\/span><span style=\"font-weight: 400\">ecause Facebook does not share raw click-level data directly with advertisers, an MMP acts as the independent measurement layer that validates Facebook's reported performance against actual install and event data from your app. Since 2025, <a href=\"https:\/\/tenjin.com\/blog\/tenjin-meta-mmp\/\">Tenjin has been one of the official measurement partners for Meta<\/a>.\u00a0<\/span>\r\n\r\n<strong>An MMP connected to Facebook allows you to:<\/strong>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Attribute installs and in-app events from Facebook campaigns independently<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Compare Facebook's self-reported data against MMP-attributed results<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Measure post-install behavior from Facebook-acquired users<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Pass in-app event data back to Facebook to optimize campaigns toward high-value actions<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Track performance across both Facebook and Instagram placements in a unified view<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\"><strong>Example:<\/strong> A weather app runs Facebook campaigns optimized for purchases. The MMP tracks which Facebook campaigns are driving users who actually complete purchases, not just installs, and passes that purchase event data back to Facebook's algorithm. This creates a feedback loop that improves targeting and drives down cost per purchase over time.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"id\":13102,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n\r\n<!-- \/wp:image -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>How to Choose a Mobile Measurement Partner<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Even though the core function of all MMPs \u2014 attribution \u2014 is the same, the additional features, pricing models, and support structures vary significantly. Here is how to find the right fit:<\/span>\r\n<h4><span style=\"font-weight: 400\">1. List Your Priorities<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Start by defining what you need from an MMP. Consider the features that matter most to your current workflow, the support model you expect, and the budget you are working with. Also think about what you may need in the future such as ROAS campaigns, data warehouse access, raw data export, and then factor those into your evaluation now rather than later.<\/span>\r\n<h4><span style=\"font-weight: 400\">2. Research Pricing Pages Carefully<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Visit MMP websites and study their pricing pages closely. Many platforms appear to offer everything in a base plan but charge additionally for features you will eventually need. Cross-check every feature you listed in step one against what is actually included and what costs extra.<\/span>\r\n<h4><span style=\"font-weight: 400\">3. Think Long-Term<\/span><\/h4>\r\n<span style=\"font-weight: 400\">A relationship with an MMP is a long-term commitment for most teams. It is worth asking: will this platform scale with my growth? Will pricing stay predictable? Are the features I might need in 12 months available without a significant cost jump?<\/span>\r\n<h4><span style=\"font-weight: 400\">4. Schedule Demos<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Book demos with your shortlisted MMPs. Use the demo to get specific answers to the questions you gathered in steps one and two. A good MMP will take the time to understand your business and address your needs directly.<\/span>\r\n<h4><span style=\"font-weight: 400\">5. Use Free Trials<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Most MMPs offer generous free trials. Use them. Integrate the SDK, run some test attribution, and evaluate the platform hands-on before committing.<\/span>\r\n<h4><span style=\"font-weight: 400\">6. Evaluate Network Integrations<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Check that the MMP is connected to the networks and platforms you use including Facebook, Google, Apple Search Ads, and any networks relevant to your app category.<\/span>\r\n<h4><span style=\"font-weight: 400\">7. Check Data Access and Ownership<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Can you export your raw data? Do you own it? Transparency in how attribution decisions are made and full access to your own data should be non-negotiable.<\/span>\r\n<h4><span style=\"font-weight: 400\">8. Assess Support Quality<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Especially during setup and integration, quality support makes a significant difference. Look for an MMP that assigns dedicated support from day one \u2014 not just after you reach a certain spend threshold.<\/span>\r\n<h2><b>What Makes Tenjin Unique as an MMP<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin is built specifically for mobile game developers and performance marketers who need granular attribution, raw data access, and transparent pricing \u2014 without the complexity or cost of enterprise-tier platforms.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Here is what sets Tenjin apart:<\/span>\r\n<h4><strong>Transparent, Affordable Pricing<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin is the only MMP offering flat monthly pricing that includes all products with no hidden fees. Plans start at <strong>$200 a month<\/strong> for up to 10,000 attributions per month. This is one of the most, if not the most competitive all-inclusive pricing in the industry.\u00a0<\/span>\r\n\r\n<span style=\"font-weight: 400\">Every plan includes ad revenue callbacks for ROAS campaigns, LiveOps campaigns, data warehouse access, raw data export, automated data pipelines, and more. No add-ons. No surprises. It\u2019s that simple.\u00a0<\/span>\r\n<h4><strong>Premium Support, For Everyone<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Every Tenjin user, including those on the free plan, is assigned a personal account executive upon sign-up. That account executive guides you through integration and is available to address questions quickly. Support is not a premium tier at Tenjin. It is standard for everyone who uses our platform.\u00a0<\/span>\r\n<h4><strong>All-Inclusive Features and Tools<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin's tools are constantly evolving to follow industry trends and remain accessible to teams of all sizes. The dashboard is designed to remove dependency on data teams, giving marketers direct access to the insights they need without waiting for reports or engineering support.<\/span>\r\n\r\n<strong>Products<\/strong>\r\n\r\n<span style=\"font-weight: 400\">All Tenjin users have access to DataVault, a dedicated data warehouse that stores your raw attribution and event data. Growth FullStack, Tenjin's ETL and automated data pipeline service, enables users to merge data from third-party tools across their tech stack for deeper analysis. In a privacy-first measurement environment, these tools are not optional extras, they give edge to stay ahead.\u00a0<\/span>\r\n<h4><strong>Get Started for Free or Book a Demo<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin's free plan includes 2,000 attributions per month (24,000 per year), unlimited organic installs, ad spend and ad revenue reporting, SKAdNetwork reporting, and more. No barriers to getting started.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Key Takeaways<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">A mobile measurement partner is not optional for serious mobile marketers. It is the foundation that everything else is built on.<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">MMPs provide a single source of truth across all your acquisition channels. Without one, you are reconciling conflicting data from networks that each have an incentive to over claim.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">The attribution formula is straightforward. Building the infrastructure to execute it accurately is the ongoing work.<\/span><\/li>\r\n<\/ul>\r\n<pre><span style=\"font-weight: 400\">Attribution Accuracy = Installs Attributed to Correct Source \/ Total Installs \u00d7 100<\/span><\/pre>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Install data alone is not enough. MMPs connect acquisition sources to post-install behavior \u2014 purchases, retention, LTV \u2014 so you know which campaigns are driving real business results, not just volume.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">One SDK replaces many. Integrating a single MMP SDK removes the need to integrate a separate SDK for every ad network you work with.<\/span><\/li>\r\n \t<li>Fraud protection is a core MMP function, not a bonus feature. Invalid installs inflate costs and distort campaign decisions. A strong MMP catches this before it impacts your data.<\/li>\r\n \t<li>Privacy frameworks have made MMPs more important, not less. ATT and SKAdNetwork have fragmented iOS measurement. A good MMP navigates these constraints and maintains measurement accuracy.<\/li>\r\n \t<li>Common mistakes are avoidable. Choosing an MMP based on brand recognition rather than fit, not defining in-app events before launch, failing to connect revenue data to attribution, and overlooking pricing add-ons are the most frequent setup errors.<\/li>\r\n \t<li>Data ownership matters. Your measurement data is one of your most valuable assets. Your MMP should give you full access to your own raw data \u2014 not lock it behind the platform.<\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">By choosing the right MMP and using it well, you can:<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Make faster, more confident campaign decisions<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Reduce wasted UA spend<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Connect acquisition investment to real revenue outcomes<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">With Tenjin, you get precise attribution, raw data access, flat all-inclusive pricing, and a powerful dashboard built for both mobile publishers and marketers \u2014 <a href=\"https:\/\/tenjin.com\/pricing\/\">get started for free<\/a>.\u00a0<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Related Terms<\/strong><\/h2>\r\n<ul>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\"><span style=\"font-weight: 400\">Attribution<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cost-per-install-cpi\/\"><span style=\"font-weight: 400\">Cost Per Install (CPI)<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/return-on-ad-spend-roas\/\"><span style=\"font-weight: 400\">Return on Ad Spend (ROAS)<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/skad-network\/\"><span style=\"font-weight: 400\">SKAdNetwork<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cohort-analysis\/\"><span style=\"font-weight: 400\">Cohort Analysis<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/fraud-detection\/\"><span style=\"font-weight: 400\">Fraud Detection<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\"><span style=\"font-weight: 400\">Lifetime Value (LTV)<\/span><\/a><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Frequently Asked Questions<\/strong><\/h2>\r\n<h4><span style=\"font-weight: 400\">What is a mobile measurement partner (MMP)?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">A mobile measurement partner (MMP) is a third-party platform that collects attribution data and measures how well mobile marketing campaigns perform across advertising channels. It provides a neutral, independent view of campaign performance across all acquisition sources.<\/span>\r\n<h4><span style=\"font-weight: 400\">Why do I need a mobile measurement partner?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">As your user acquisition campaigns grow and incorporate more channels, analyzing data across multiple ad network dashboards becomes impractical. Each network calculates metrics differently and has an incentive to report favorably. An MMP normalizes all of that data into a single, reliable view.<\/span>\r\n<h4><span style=\"font-weight: 400\">How does a mobile measurement partner work?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">An MMP integrates with your app via an SDK and connects to ad networks through API partnerships. When a user installs your app after seeing an ad, the MMP matches the install to the ad interaction and attributes it to the correct source using deterministic or probabilistic matching methods.<\/span>\r\n<h4><span style=\"font-weight: 400\">How do I choose a mobile measurement partner?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Start by listing your feature priorities, budget, and long-term needs. Research pricing pages carefully for hidden costs. Schedule demos with shortlisted MMPs, use free trials to test integrations, and evaluate network coverage, data access policies, and support quality.<\/span>\r\n<h4><span style=\"font-weight: 400\">Does an MMP replace individual ad network SDKs?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. One of the key benefits of an MMP is that you only need to integrate one SDK instead of a separate SDK for each ad network you work with. The MMP handles communication with all connected networks from a single integration.<\/span>\r\n<h4><span style=\"font-weight: 400\">How does a mobile measurement partner work with Facebook?<\/span><\/h4>\r\n<h4><span style=\"font-weight: 400\">An MMP independently attributes installs and in-app events from Facebook campaigns, reconciles MMP data against Facebook's self-reported numbers, and passes event data back to Facebook to improve campaign optimization \u2014 all without requiring raw click data from Facebook directly.<\/span><\/h4>\r\n<h4><span style=\"font-weight: 400\">What is the difference between an MMP and an ad network?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">An ad network serves ads and drives installs. An MMP measures and attributes those installs independently. Ad networks report their own performance data. An MMP provides a neutral, third-party view of which networks are actually delivering results.<\/span>\r\n<h4><span style=\"font-weight: 400\">Does an MMP help with fraud detection?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. Fraud detection is a core function of most MMPs. They identify and filter invalid installs from click injection, device farms, SDK spoofing, and other fraud methods before those installs affect your campaign data and decisions.<\/span>\r\n<h4><span style=\"font-weight: 400\">What makes Tenjin different from other MMPs?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin offers flat all-inclusive monthly pricing with no hidden fees, starting at $200 for up to 10,000 attributions. Every user gets a personal account executive, access to DataVault for raw data storage, and Growth FullStack for automated data pipelines. Tenjin is free to start with 2,000 attributions per month on the free plan.<\/span>\r\n\r\n<!-- \/wp:list-item -->\r\n\r\n<!-- \/wp:list -->\r\n\r\n<!-- wp:heading -->\r\n\r\n<!-- \/wp:paragraph -->"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mobile Measurement Partner (MMP): What It Is &amp; How to Choose One | Tenjin Glossary<\/title>\n<meta name=\"description\" content=\"What&#039;s a mobile measurement partner (MMP)? 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MMPs give advertisers a unified, accurate view of where their users come from and how they behave after install.<\/span><b><\/b>\r\n\r\n<b>Formula:<\/b><b><\/b>\r\n<pre><span style=\"font-weight: 400\">Attribution Accuracy = Installs Attributed to Correct Source \/ Total Installs \u00d7 100<\/span><\/pre>\r\n&nbsp;\r\n\r\n<\/div>\r\n<!-- wp:paragraph -->\r\n<h2><b>What is a Mobile Measurement Partner (MMP)?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">A mobile measurement partner (MMP) is a tool that collects attribution data and assesses how well a campaign is doing across various advertising channels.<\/span>\r\n\r\n<span style=\"font-weight: 400\">When a user sees an ad, <a href=\"https:\/\/tenjin.com\/glossary\/clicks-tracked-reported\/\">clicks<\/a> on it, and <a href=\"https:\/\/tenjin.com\/glossary\/install\/\">installs<\/a> your app, an MMP is what connects those dots. It tells you which network served the ad, which campaign drove the click, and whether that user went on to make a purchase, complete onboarding, or churn within the first week. Without an MMP, this chain of events is invisible.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In simple terms, an MMP answers the most important question in mobile marketing: <strong>where are my best users coming from?<\/strong><\/span>\r\n\r\n<span style=\"font-weight: 400\">Every <a href=\"https:\/\/tenjin.com\/glossary\/ad-network\/\">ad network<\/a> reports its own performance data. Without a neutral third party to reconcile those numbers, marketers are left with fragmented, often conflicting data from sources that each have an incentive to report favorably. An MMP sits above all of that and provides a single source of truth.<\/span>\r\n\r\n<b>Example: <\/b><span style=\"font-weight: 400\">A mobile game runs ads across five networks, but each network overcounts installs. An MMP eliminates the overlap and shows which network actually drove each install.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>How Does a MMP Work?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">A crucial role performed by MMPs is accurately and impartially attributing app installs to specific ad networks. To understand how this works, it helps to know who the key parties are:<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Advertiser: owns the app featured in the ad<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">MMP: collects attribution data and measures campaign performance across channels<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Publisher: provides the ad space inside their app<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Ad Network: acts as the intermediary between publisher and advertiser, matching ad supply to demand<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">User: the person being targeted with the advertiser's ads<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Here is how the process works. We've separated it into two parts, the steps that take place before and after a user clicks on an ad.\u00a0<\/span>\r\n\r\n<strong>Before the user clicks:<\/strong>\r\n<ol>\r\n \t<li><span style=\"font-weight: 400\"> The advertiser creates a campaign in their MMP<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The MMP generates unique click URLs or deep links for each channel<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The publisher app requests an ad from the ad network<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The ad network serves the ad inside the publisher app<\/span><\/li>\r\n<\/ol>\r\n<h2 class=\"wp-block-heading\"><img class=\"wp-image-13100 aligncenter\" src=\"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/01\/image524.png\" alt=\"image.png\" width=\"627\" height=\"462\" \/><\/h2>\r\n<strong>After the user clicks:<\/strong>\r\n<ol>\r\n \t<li><span style=\"font-weight: 400\"> The user clicks the ad and the MMP server is notified<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The user is redirected to the app store<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> If the user installs the app, the MMP server is notified again<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"> The MMP attributes the install to the correct ad network and notifies that network of the <a href=\"https:\/\/tenjin.com\/glossary\/conversion\/\">conversion<\/a><\/span><\/li>\r\n<\/ol>\r\n<h2 class=\"wp-block-heading\"><img class=\"wp-image-13101 aligncenter\" src=\"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/01\/image525.png\" alt=\"image.png\" width=\"660\" height=\"500\" \/><\/h2>\r\n<span style=\"font-weight: 400\">This process happens in real time across every install your app receives.<\/span>\r\n\r\n<span style=\"font-weight: 400\"><strong>Example:<\/strong> A user clicks on a Mintegral ad for a puzzle game but does not install it. Later, they see a Google Ads campaign for the same game and install it. According to the<a href=\"https:\/\/tenjin.com\/glossary\/last-click-attribution\/\"> last-click attribution model,<\/a> the install is attributed to Google Ads. All subsequent in-app events such as purchases, ad clicks, level completions are tied to that Google Ads campaign. The advertiser pays Google Ads for the install, not Mintegral.<\/span>\r\n\r\n<!-- \/wp:heading -->\r\n\r\n<!-- \/wp:list -->\r\n\r\n<!-- wp:image {\"id\":13100,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n\r\n<span style=\"font-weight: 400\">This matters because before attribution existed, advertisers would pay every network a user interacted with.\r\nAn MMP ensures you only pay the network that actually delivered the install.<\/span>\r\n<h2><strong>What Does a Mobile Measurement Partner Measure?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">An MMP measures far more than installs. A full-featured mobile app measurement partner tracks the entire user journey from first ad impression to long-term in-app behavior.<\/span>\r\n\r\n<strong>Key measurement areas include:<\/strong>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\"><strong>Install attribution<\/strong>: which campaign, network, creative, and channel drove each install<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>In-app events<\/strong>: purchases, registrations, tutorial completions, and any custom events you define<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Revenue attribution:<\/strong> connecting IAP and ad revenue back to the acquisition source<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Retention and churn:<\/strong> how long users from each source stay active<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Cohort performance:<\/strong> comparing the lifetime behavior of users acquired at different times or from different sources<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Fraud detection:<\/strong> identifying and filtering invalid installs and click spam<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>ROAS measurement:<\/strong> understanding the revenue return on every dollar of ad spend<\/span><\/li>\r\n<\/ul>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>Why You Need a Mobile Measurement Partner<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Any advertiser aiming to grow their marketing efforts needs an MMP. As your user acquisition campaigns scale and you start incorporating more channels, trying to analyze data across multiple ad network dashboards becomes impractical.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Each ad network calculates metrics differently. Without a tool to normalize that data, comparisons are unreliable and decisions are based on incomplete information.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Some advertisers try to minimize complexity by limiting campaigns to one or two networks and relying on those networks' own dashboards. The problem with this approach is straightforward: if one of those channels underperforms, there is no fallback and no reliable data to guide the next move. Consistently experimenting with different channels is a stronger strategy, and an MMP is what makes that possible at scale.<\/span>\r\n<h4>Here are some benefits of having an MMP in your tech stack:<\/h4>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\"><strong>Ad networks self-report.<\/strong> Every network has an incentive to claim credit for installs. An MMP provides neutral, third-party attribution that no single network controls.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Cross-channel campaigns are complex.<\/strong> Users see ads across multiple platforms before installing. An MMP tracks the full journey and applies consistent attribution logic across all channels.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>In-app events matter as much as installs.<\/strong> An install that never monetizes is worth nothing. MMPs connect acquisition data to downstream revenue and behavior.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Fraud is unfortunately a reality.<\/strong> Click injection, device farms, and SDK spoofing inflate install numbers without delivering real users. MMPs detect and filter fraudulent activity before it distorts your data.\u00a0<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>One SDK replaces many.<\/strong> Instead of integrating a separate SDK for every ad network you work with, you integrate one MMP SDK. It handles communication with every connected network from a single integration point.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\"><strong>Privacy changes have made measurement harder.<\/strong> ATT, SKAdNetwork, and evolving privacy frameworks have fragmented mobile measurement. MMPs navigate these constraints and help marketers maintain accuracy in a privacy-first environment.<\/span><\/li>\r\n<\/ul>\r\nIn general, MMPs empower advertisers to get a unified view of their marketing data. Using an MMP ensures that you can access and analyze all your marketing data in one normlized and unified view. This also helps to identify the top performing or lowest performing channels and campaigns so you can adapt, optimize, and focus on those with the highest conversion rates.\u00a0 It shows you the road to better ROI.\r\n\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:heading {\"level\":3} -->\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading {\"level\":3} -->\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p class=\"wp-block-heading\"><span style=\"font-weight: 400\"><strong>Example:<\/strong> A casual game pauses a campaign because network-reported CPI looks high. Their MMP data tells a different story: that campaign is driving users with 3x the average Day 30 retention and significantly higher LTV. Without the MMP connecting acquisition cost to post-install behavior, the team would have cut one of their best-performing campaigns based on surface-level data.<\/span><\/p>\r\n\r\n<h2><strong>A MMP Is Necessary for UA Meta &amp; Facebook<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Facebook (Meta) is one of the most important channels in mobile user acquisition, and MMP integration with Facebook is a core use case for most mobile marketers. This is b<\/span><span style=\"font-weight: 400\">ecause Facebook does not share raw click-level data directly with advertisers, an MMP acts as the independent measurement layer that validates Facebook's reported performance against actual install and event data from your app. Since 2025, <a href=\"https:\/\/tenjin.com\/blog\/tenjin-meta-mmp\/\">Tenjin has been one of the official measurement partners for Meta<\/a>.\u00a0<\/span>\r\n\r\n<strong>An MMP connected to Facebook allows you to:<\/strong>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Attribute installs and in-app events from Facebook campaigns independently<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Compare Facebook's self-reported data against MMP-attributed results<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Measure post-install behavior from Facebook-acquired users<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Pass in-app event data back to Facebook to optimize campaigns toward high-value actions<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Track performance across both Facebook and Instagram placements in a unified view<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\"><strong>Example:<\/strong> A weather app runs Facebook campaigns optimized for purchases. The MMP tracks which Facebook campaigns are driving users who actually complete purchases, not just installs, and passes that purchase event data back to Facebook's algorithm. This creates a feedback loop that improves targeting and drives down cost per purchase over time.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"id\":13102,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n\r\n<!-- \/wp:image -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>How to Choose a Mobile Measurement Partner<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Even though the core function of all MMPs \u2014 attribution \u2014 is the same, the additional features, pricing models, and support structures vary significantly. Here is how to find the right fit:<\/span>\r\n<h4><span style=\"font-weight: 400\">1. List Your Priorities<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Start by defining what you need from an MMP. Consider the features that matter most to your current workflow, the support model you expect, and the budget you are working with. Also think about what you may need in the future such as ROAS campaigns, data warehouse access, raw data export, and then factor those into your evaluation now rather than later.<\/span>\r\n<h4><span style=\"font-weight: 400\">2. Research Pricing Pages Carefully<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Visit MMP websites and study their pricing pages closely. Many platforms appear to offer everything in a base plan but charge additionally for features you will eventually need. Cross-check every feature you listed in step one against what is actually included and what costs extra.<\/span>\r\n<h4><span style=\"font-weight: 400\">3. Think Long-Term<\/span><\/h4>\r\n<span style=\"font-weight: 400\">A relationship with an MMP is a long-term commitment for most teams. It is worth asking: will this platform scale with my growth? Will pricing stay predictable? Are the features I might need in 12 months available without a significant cost jump?<\/span>\r\n<h4><span style=\"font-weight: 400\">4. Schedule Demos<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Book demos with your shortlisted MMPs. Use the demo to get specific answers to the questions you gathered in steps one and two. A good MMP will take the time to understand your business and address your needs directly.<\/span>\r\n<h4><span style=\"font-weight: 400\">5. Use Free Trials<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Most MMPs offer generous free trials. Use them. Integrate the SDK, run some test attribution, and evaluate the platform hands-on before committing.<\/span>\r\n<h4><span style=\"font-weight: 400\">6. Evaluate Network Integrations<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Check that the MMP is connected to the networks and platforms you use including Facebook, Google, Apple Search Ads, and any networks relevant to your app category.<\/span>\r\n<h4><span style=\"font-weight: 400\">7. Check Data Access and Ownership<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Can you export your raw data? Do you own it? Transparency in how attribution decisions are made and full access to your own data should be non-negotiable.<\/span>\r\n<h4><span style=\"font-weight: 400\">8. Assess Support Quality<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Especially during setup and integration, quality support makes a significant difference. Look for an MMP that assigns dedicated support from day one \u2014 not just after you reach a certain spend threshold.<\/span>\r\n<h2><b>What Makes Tenjin Unique as an MMP<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin is built specifically for mobile game developers and performance marketers who need granular attribution, raw data access, and transparent pricing \u2014 without the complexity or cost of enterprise-tier platforms.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Here is what sets Tenjin apart:<\/span>\r\n<h4><strong>Transparent, Affordable Pricing<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin is the only MMP offering flat monthly pricing that includes all products with no hidden fees. Plans start at <strong>$200 a month<\/strong> for up to 10,000 attributions per month. This is one of the most, if not the most competitive all-inclusive pricing in the industry.\u00a0<\/span>\r\n\r\n<span style=\"font-weight: 400\">Every plan includes ad revenue callbacks for ROAS campaigns, LiveOps campaigns, data warehouse access, raw data export, automated data pipelines, and more. No add-ons. No surprises. It\u2019s that simple.\u00a0<\/span>\r\n<h4><strong>Premium Support, For Everyone<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Every Tenjin user, including those on the free plan, is assigned a personal account executive upon sign-up. That account executive guides you through integration and is available to address questions quickly. Support is not a premium tier at Tenjin. It is standard for everyone who uses our platform.\u00a0<\/span>\r\n<h4><strong>All-Inclusive Features and Tools<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin's tools are constantly evolving to follow industry trends and remain accessible to teams of all sizes. The dashboard is designed to remove dependency on data teams, giving marketers direct access to the insights they need without waiting for reports or engineering support.<\/span>\r\n\r\n<strong>Products<\/strong>\r\n\r\n<span style=\"font-weight: 400\">All Tenjin users have access to DataVault, a dedicated data warehouse that stores your raw attribution and event data. Growth FullStack, Tenjin's ETL and automated data pipeline service, enables users to merge data from third-party tools across their tech stack for deeper analysis. In a privacy-first measurement environment, these tools are not optional extras, they give edge to stay ahead.\u00a0<\/span>\r\n<h4><strong>Get Started for Free or Book a Demo<\/strong><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin's free plan includes 2,000 attributions per month (24,000 per year), unlimited organic installs, ad spend and ad revenue reporting, SKAdNetwork reporting, and more. No barriers to getting started.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Key Takeaways<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">A mobile measurement partner is not optional for serious mobile marketers. It is the foundation that everything else is built on.<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">MMPs provide a single source of truth across all your acquisition channels. Without one, you are reconciling conflicting data from networks that each have an incentive to over claim.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">The attribution formula is straightforward. Building the infrastructure to execute it accurately is the ongoing work.<\/span><\/li>\r\n<\/ul>\r\n<pre><span style=\"font-weight: 400\">Attribution Accuracy = Installs Attributed to Correct Source \/ Total Installs \u00d7 100<\/span><\/pre>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Install data alone is not enough. MMPs connect acquisition sources to post-install behavior \u2014 purchases, retention, LTV \u2014 so you know which campaigns are driving real business results, not just volume.<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">One SDK replaces many. Integrating a single MMP SDK removes the need to integrate a separate SDK for every ad network you work with.<\/span><\/li>\r\n \t<li>Fraud protection is a core MMP function, not a bonus feature. Invalid installs inflate costs and distort campaign decisions. A strong MMP catches this before it impacts your data.<\/li>\r\n \t<li>Privacy frameworks have made MMPs more important, not less. ATT and SKAdNetwork have fragmented iOS measurement. A good MMP navigates these constraints and maintains measurement accuracy.<\/li>\r\n \t<li>Common mistakes are avoidable. Choosing an MMP based on brand recognition rather than fit, not defining in-app events before launch, failing to connect revenue data to attribution, and overlooking pricing add-ons are the most frequent setup errors.<\/li>\r\n \t<li>Data ownership matters. Your measurement data is one of your most valuable assets. Your MMP should give you full access to your own raw data \u2014 not lock it behind the platform.<\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">By choosing the right MMP and using it well, you can:<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Make faster, more confident campaign decisions<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Reduce wasted UA spend<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Connect acquisition investment to real revenue outcomes<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">With Tenjin, you get precise attribution, raw data access, flat all-inclusive pricing, and a powerful dashboard built for both mobile publishers and marketers \u2014 <a href=\"https:\/\/tenjin.com\/pricing\/\">get started for free<\/a>.\u00a0<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Related Terms<\/strong><\/h2>\r\n<ul>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\"><span style=\"font-weight: 400\">Attribution<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cost-per-install-cpi\/\"><span style=\"font-weight: 400\">Cost Per Install (CPI)<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/return-on-ad-spend-roas\/\"><span style=\"font-weight: 400\">Return on Ad Spend (ROAS)<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/skad-network\/\"><span style=\"font-weight: 400\">SKAdNetwork<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cohort-analysis\/\"><span style=\"font-weight: 400\">Cohort Analysis<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/fraud-detection\/\"><span style=\"font-weight: 400\">Fraud Detection<\/span><\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\"><span style=\"font-weight: 400\">Lifetime Value (LTV)<\/span><\/a><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Frequently Asked Questions<\/strong><\/h2>\r\n<h4><span style=\"font-weight: 400\">What is a mobile measurement partner (MMP)?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">A mobile measurement partner (MMP) is a third-party platform that collects attribution data and measures how well mobile marketing campaigns perform across advertising channels. It provides a neutral, independent view of campaign performance across all acquisition sources.<\/span>\r\n<h4><span style=\"font-weight: 400\">Why do I need a mobile measurement partner?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">As your user acquisition campaigns grow and incorporate more channels, analyzing data across multiple ad network dashboards becomes impractical. Each network calculates metrics differently and has an incentive to report favorably. An MMP normalizes all of that data into a single, reliable view.<\/span>\r\n<h4><span style=\"font-weight: 400\">How does a mobile measurement partner work?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">An MMP integrates with your app via an SDK and connects to ad networks through API partnerships. When a user installs your app after seeing an ad, the MMP matches the install to the ad interaction and attributes it to the correct source using deterministic or probabilistic matching methods.<\/span>\r\n<h4><span style=\"font-weight: 400\">How do I choose a mobile measurement partner?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Start by listing your feature priorities, budget, and long-term needs. Research pricing pages carefully for hidden costs. Schedule demos with shortlisted MMPs, use free trials to test integrations, and evaluate network coverage, data access policies, and support quality.<\/span>\r\n<h4><span style=\"font-weight: 400\">Does an MMP replace individual ad network SDKs?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. One of the key benefits of an MMP is that you only need to integrate one SDK instead of a separate SDK for each ad network you work with. The MMP handles communication with all connected networks from a single integration.<\/span>\r\n<h4><span style=\"font-weight: 400\">How does a mobile measurement partner work with Facebook?<\/span><\/h4>\r\n<h4><span style=\"font-weight: 400\">An MMP independently attributes installs and in-app events from Facebook campaigns, reconciles MMP data against Facebook's self-reported numbers, and passes event data back to Facebook to improve campaign optimization \u2014 all without requiring raw click data from Facebook directly.<\/span><\/h4>\r\n<h4><span style=\"font-weight: 400\">What is the difference between an MMP and an ad network?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">An ad network serves ads and drives installs. An MMP measures and attributes those installs independently. Ad networks report their own performance data. An MMP provides a neutral, third-party view of which networks are actually delivering results.<\/span>\r\n<h4><span style=\"font-weight: 400\">Does an MMP help with fraud detection?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. Fraud detection is a core function of most MMPs. They identify and filter invalid installs from click injection, device farms, SDK spoofing, and other fraud methods before those installs affect your campaign data and decisions.<\/span>\r\n<h4><span style=\"font-weight: 400\">What makes Tenjin different from other MMPs?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Tenjin offers flat all-inclusive monthly pricing with no hidden fees, starting at $200 for up to 10,000 attributions. Every user gets a personal account executive, access to DataVault for raw data storage, and Growth FullStack for automated data pipelines. Tenjin is free to start with 2,000 attributions per month on the free plan.<\/span>\r\n\r\n<!-- \/wp:list-item -->\r\n\r\n<!-- \/wp:list -->\r\n\r\n<!-- wp:heading -->\r\n\r\n<!-- \/wp:paragraph -->","_links":{"self":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/glossaries\/167","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/docs?glossaries=167"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}