Attribution · Published 2024-08-28 · 1 min read
What is an MMP?
Taking AppsFlyer's own definition, an MMP is a service that helps apps measure campaign performance across marketing channels, media sources and ad networks.
Why do I need a company that helps? Can I not set this up myself?
In theory yes, in practice no. An MMP is not primarily technical innovation and dashboards. It is an agreement between that company and the ad network.
Facebook, for example, shares data only with AppsFlyer and Adjust. Google Ads is more open, but even the GCLID parameter is handed over only to a specifically registered partner.
Which MMPs are there
- Firebase — free and bad.
- Tenjin — cheap and held together with tape.
- Adjust and AppsFlyer — expensive and good. These will give you more than the others, and you will still need scripts of your own.
Can Web2App be set up for free?
No. Even free Firebase will not give you everything you need — it will not let you work with tracking links, for one thing.