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Do you need an MMP?

For years, Mobile Measurement Partners (MMPs) were essential for tracking ad campaign performance. However, with Apple's introduction of the App Tracking Transparency (ATT) framework and SKAdNetwork (SKAN), the landscape has fundamentally changed.

So, do you still need an MMP in a privacy-first world? Let's break it down.

What MMPs Used to Do​

Historically, MMPs acted as a central hub for attribution. They used methods like device ID matching (IDFA on iOS) to deterministically link ad clicks to app installs.

Their key roles were:

  • Centralized attribution: A single source of truth across all ad networks.
  • Deep linking: Routing users to specific in-app content.
  • Audience segmentation: Building user lists for retargeting.
  • Fraud detection: Identifying fake installs and clicks.

How SKAN Changed Everything on iOS​

SKAdNetwork is now Apple's official, privacy-preserving attribution framework. It provides conversion data directly from Apple, without revealing user-level information.

This has two major consequences:

  1. MMPs lost deterministic data on iOS: For opted-out users, MMPs no longer have access to the IDFA and cannot perform deterministic attribution. They now rely on the same SKAN data that you can receive directly.
  2. The source of truth is now Apple: Ad networks receive postbacks from Apple, and so can you. Many MMPs simply pull data from ad networks, adding a layer of complexity and cost without adding unique data.

When You Might Still Consider an MMP​

An MMP could still be useful in specific scenarios:

  • Complex cross-platform needs: If you run complex campaigns across iOS, Android, and web and need a unified (though less granular on iOS) dashboard.
  • Complex purchase funnels: If you have a complex purchase funnel and need to track conversions across multiple platforms (web + in-app). We want to make this possible at Appstack, but for now you need an MMP for this type of use case.
  • Android Campaigns: For Android apps, we don't provide attribution data yet, but we are working on it.
  • Deep Linking & QR Codes: Some MMPs offer deep linking, deferred deep linking or QR code campaign solutions.
  • Large Team Habits: Big organizations may be deeply integrated with an MMP's workflows and find it slow to migrate.

When You Likely DON'T Need an MMP​

For many small to medium-sized developers, an MMP is now an unnecessary layer of cost and complexity. You might not need an MMP if:

  • You prioritize simplicity and privacy: A no-MMP approach is simpler to implement and do not rely on fingerprinting devices.
  • You are iOS-focused: If your primary platform is iOS, you can get attribution data directly via SKAN.
  • You want to reduce costs: MMPs add significant overhead. By removing them, you can lower your cost per conversion.
  • You value data ownership: Using a direct solution like Appstack means you control your data flow, relying on Apple's ground truth.

How Appstack Helps​

Appstack is designed for the modern, privacy-first era of mobile measurement.

  • We work directly with SKAN data: We validate, enrich, and analyze the raw postbacks from Apple, giving you a reliable and transparent view of your campaign performance.
  • We simplify your stack: No need for a complex and expensive middleman. We provide clear dashboards and insights out of the box.
  • We prepare you for the future: Our model is built on privacy-preserving, aggregate data, which is the direction of the entire industry (including Android's Privacy Sandbox).

By connecting your app and ad networks to Appstack, you get the tools you need to measure performance and grow your app profitably, without the baggage of a traditional MMP.