Attribution · Published 2025-01-09 · 4 min read
Choosing an MMP for web2app
Which MMP should you pick to run web campaigns for subscription iOS apps on Google Ads? Data current as of 9 January 2025. The MMPs are sorted from best to worst.
Adjust. Pros.
- Excellent support.
I have quoted an example of their reply to a request before. I have worked with them for three years. Support answers quickly and in detail. If you have gaps in the theory, they will explain everything.
- Conversion sending out of the box.
Works.
- Attribution.
Works.
- Technical quality.
Excellent. No bugs, no delays.
- Integration with Apphud, Adapty and RevenueCat.
Excellent.
Cons.
- Annual plan.
They make you sign an annual contract that has to be paid.
Comment. Adjust is the Mercedes of the MMP world: German quality that you will have to pay for.
AppsFlyer. Pros.
- Price.
You can connect quickly on your own and pay for installs monthly.
- Integration with Apphud, Adapty and RevenueCat.
Excellent.
Cons.
- Support.
Low staff qualification. Even in simple cases, 80% of the time they send you to Google support.
- Conversion sending out of the box.
Works with delays. Hard to judge the quality because the tracking links work badly.
- Technical quality.
Awful. Delays in the data. Ill-considered workflows. Nothing works out of the box — somewhere deep in the platform there is a checkbox you have to tick to make it work. Finding that checkbox takes weeks. Support themselves do not know about these checkboxes.
- Attribution.
The biggest downside of all. In theory you could step on the setup rake once, figure everything out and run your campaigns. But AppsFlyer loses clicks on its own link, so only a small share of installs gets attributed. Asked «where are the clicks?», support answers: it is impossible to count them all.
Comment. I want to stress that these problems apply only to iOS, Web and Google Ads. Web2App on Facebook on iOS works well. On Android there are no problems either.
Tenjin. Pros.
- Price.
You can connect quickly on your own and pay for installs monthly.
- Support.
Fine.
- Technical quality.
Good. They warn you about outages.
- RevenueCat integration.
Have not checked, but it seems to exist.
Cons.
- Conversion sending out of the box.
There is none. Your developers will have to write the code that sends conversions.
Comment. Tenjin looks like a reasonable solution, and it might even take second place if it were not for the opaque pricing and contract.
If you sign the annual contract, there will be unpleasant surprises in the fine print behind a link on the site.
If you do not sign it, the sales team will get creative with pricing as you go. There has not been a single year when the terms did not turn absurd and then return to normal. They can switch your account off simply to nudge you into signing. Overall it is fine, but weak salespeople spoil the impression.
AppsFlyer with their seven cents per conversion is convenient.
Branch. Comment: it could have been an excellent MMP, but last month they disabled the webhooks you would use to send conversions. They are now available only in the enterprise version, with a contract of $200K.
AppMetrica. Comment: as I understand it, everything even worked for a while, but they failed Google's certification and Google does not accept their tracking template. So it cannot be used.
Firebase. Cannot send conversions.
What I have not tried. Affise: according to the sales team you can launch with it. Integration with Apphud, Adapty and RevenueCat is via webhooks. Good that webhooks exist.
It feels like Tenjin. It will not work out of the box, but you could build it with scripts. The bad part is that there is no pay-as-you-go as in Tenjin and AppsFlyer. Potentially, if they adjust the price, it could be a decent cheap option near the top of the list.
Please write in the comments if you have worked with them.
Singular. If you believe the sales team — and I smiled — everything is there and everything works. The pricing resembles Adjust, and they position themselves as Adjust's competitors. Adjust suits me on every count, so I have had no reason to test Singular. If anyone has worked with them, please write in the comments.
Kochava. I do not know. Please write in the comments if anyone has worked with them.