Glossary
What is Mobile Measurement Partner (MMP) ?
An MMP is an independent third-party platform that attributes app installs and in-app events to the advertising sources that drove them.
Overview
Mobile Measurement Partner (MMP): Definition & Meaning | Segwise Glossary
A concise mobile marketing definition for teams working across creative analytics, paid acquisition, and performance reporting.
Unified data
Bring creative, spend, and outcome metrics into one source of truth.
AI tagging
Structure creative elements so patterns can be compared across campaigns.
Faster iteration
Turn findings into next tests, briefs, reports, and generated variants.
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Key sections
Overview
An MMP is an independent third-party platform that attributes app installs and in-app events to the advertising sources that drove them.
The three dominant MMPs are AppsFlyer, Adjust, and Singular.
MMPs solve the attribution problem: every major ad network claims credit for installs using its own tracking pixel, leading to double-counting when multiple networks are running simultaneously.
An MMP uses a single SDK installed in the app to apply a consistent attribution methodology across all networks, providing a single source of truth for which ad drove which install.
Segwise Platform
Creative intelligence for every team
Unify creative data across platforms
Bring creative, spend, attribution, cohort, and revenue data from your ad networks, MMPs, and internal sources into one view.
Tag every creative element automatically
Multimodal AI tags hooks, CTAs, products, emotions, dialogs, characters, formats, and visual styles without manual taxonomy work.
Connect tags to ROAS and LTV
Move past vanity metrics by seeing which elements are associated with revenue, retention, CPA, and downstream quality.