MMP

MMP - Mobile Measurement Partner, an independent attribution tool that records which advertising channel each application installation and all subsequent in-app events came from. The key word is independent: MMP does not sell advertising, so it has no incentive to “attribute” conversions to its channels.

Without MMP, each advertising platform (VK Ads, Meta, Google UAC) counts conversions according to its own logic, and in total they account for 200-400% of actual installs - this is a classic double attribution. MMP solves this problem through postback: for one install event, exactly one source gets credit (last-click or the selected attribution model).

Leading MMPs on the Russian market in 2025–2026: AppsFlyer (de facto standard for large applications), Adjust (popular in Europe), AppMetrica from Yandex (free, well integrated with Direct). AppsFlyer costs from $0.05 to $0.12 per MAU depending on volume; for small applications (up to 100K MAU) AppMetrica is the best choice with zero cost.

In my practice, MMP is a mandatory infrastructure element for any app install project with a budget of 100,000 ₽/month. Below this amount, AppMetrica closes tasks for free. Setting up postbacks between MMP and advertising platforms takes half a day of work, but the data becomes reliable.