A mobile measurement partner (MMP) is the independent referee that attributes app installs and in-app events to your ads and partners. The five names most app marketers compare are AppsFlyer, Adjust, Singular, Kochava and Branch. All of them handle core attribution; they differ in strengths, pricing models and how they fit your stack.
Side-by-side
| AppsFlyer | Adjust | Singular | Kochava | Branch | |
|---|---|---|---|---|---|
| Core attribution | Yes | Yes | Yes | Yes | Yes |
| Best known for | Partner ecosystem, scale | Partner setup, fraud suite | Cost aggregation, ROI | Cross-channel, free tier | Deep linking |
| Fraud protection | Protect360 | Fraud Prevention Suite | Fraud prevention | Fraud tools | Fraud tools |
| Deep linking | OneLink | Deep links | Links | SmartLinks | Core strength |
| iOS privacy (SKAN / AdAttributionKit) | Yes | Yes | Yes | Yes | Yes |
| Published free entry | Zero plan, limited conversions | Small free tier reported | Free plan reported | Free tier reported | Not published |
| Pricing model | Per conversion / custom | Custom | Per conversion / custom | Tiered / custom | Custom |
Free tiers and per-conversion prices change often. Third-party comparisons in 2026 report, for example, that AppsFlyer's Zero plan includes a limited number of free conversions in the first year with paid usage priced per conversion afterwards, and that Singular publishes a free plan and per-conversion growth pricing — confirm current terms on each vendor's pricing page.
What each platform does best
AppsFlyer
The most widely used MMP, with the largest set of integrated partners and mature tools for agencies (permissions, transparency, allowlists), fraud protection and deep linking with OneLink. A safe default if you work with many networks. Guides: how AppsFlyer works, setup, links.
Adjust
A full MMP owned by AppLovin since 2021, with Campaign Lab for partner setup, a strong fraud suite and clear data-sharing controls. Popular in gaming and with advertisers who prefer its reporting. Guide: Adjust explained.
Singular
Combines attribution with cost aggregation — pulling spend from many networks — to show ROI and ROAS in one place. Attractive for teams that want marketing analytics alongside attribution.
Kochava
Long-running platform with cross-channel measurement (mobile, web, CTV), SmartLinks and a free entry tier. Guide: Kochava explained.
Branch
Best known for deep linking and linking infrastructure across web, email, social and apps, with attribution alongside. Strong where user journeys move between web and app.
Other options
Newer and regional MMPs — for example Airbridge, Tenjin and others — compete on price and simplicity, especially for smaller apps and specific regions.
How to choose
- List your partners. Check each MMP supports your ad networks, DSPs and agencies as integrated partners.
- Estimate your volume. Ask for pricing at your expected attributed installs or conversions per month, including growth.
- Decide what you need beyond attribution: cost aggregation, deep linking, audiences, raw data, incrementality, MMM.
- Check iOS support for SKAdNetwork and AdAttributionKit, and how each decodes conversion values.
- Test the reporting your team will use daily.
- Check data ownership, retention and export terms in the contract.
- Plan migration if switching: run both in parallel for a period and update every partner link.
Switching MMPs without losing data
- Integrate the new SDK alongside the old one in a release.
- Recreate events with the same names and revenue logic.
- Reconfigure every partner integration and replace links.
- Compare numbers for a few weeks before turning the old one off.
FAQ
Which is the best MMP in 2026?
There is no single best. AppsFlyer is the most widely integrated, but Adjust, Singular, Kochava and Branch each lead in specific areas. The best choice depends on your partners, volume and reporting needs.
Can I use two MMPs at the same time?
Technically yes, and teams do it temporarily during migrations. Long-term it creates conflicting numbers and double postbacks, so pick one source of truth.
Do ad networks need my MMP?
Yes, for app campaigns. Networks need to be integrated with your MMP to receive install and event postbacks and to be paid on attributed results.
Sources
- Airbridge — MMP pricing, plans and contract terms compared (opens in a new tab)
- SplitMetrics — Best mobile measurement partners (opens in a new tab)
- G2 — AppsFlyer vs Kochava (opens in a new tab)
Published 25 October 2026 by the ClickSpero Editorial Team. Platform features, fees and policies change often — check the provider’s current terms before you rely on a number. Third-party names are trademarks of their owners; no endorsement is implied.