To succeed in mobile marketing, you need a clear picture of how users move from seeing an ad to taking action inside the app. This is where MMP platforms come into play. By offering robust solutions for attribution for mobile, MMPs enable marketers to understand where their users come from, how campaigns perform across channels, and how to optimize return on ad spend.
In this article, we dive deep into how MMP platforms function technically – starting from the click and ending at conversion – and explore the attribution models that drive decision-making in mobile ecosystems.
An MMP platform is a third-party attribution and analytics solution that helps mobile marketers attribute app installs, in-app events, and user behavior to specific marketing campaigns or channels. MMPs act as a neutral layer between advertisers and ad networks, ensuring accurate and unbiased tracking.
Let’s break down the full attribution journey into its key components.
The journey begins when a user interacts with an ad – either by clicking on it or simply viewing it (impression-based attribution).
After redirection, the user is taken to the Apple App Store or Google Play Store to install the app.
Once the user opens the app for the first time, the MMP’s SDK (previously integrated by the developer) is initialized.
The MMP platform uses this incoming install data to find a matching prior engagement (click or impression) by comparing:
Once a match is found, attribution is assigned.
Beyond the install, MMP SDKs can track key in-app events like:
These are attributed back to the original source (campaign/ad) for full-funnel visibility.
After attribution, the MMP sends postbacks to ad networks with details of the install or conversion event. This is critical for campaign optimization and fraud prevention.
Attribution models are essential for determining which marketing touchpoint should receive credit for driving a user action, such as an app install or in-app purchase. In mobile marketing, several models are commonly used, each suited to different use cases and technical realities.
The most widely adopted model is last-click attribution, where the entire credit for a conversion is given to the last click before the install. This model is straightforward and easy to implement, but does not take into account any earlier interactions the user might have had with other ads.
Another option is multi-touch attribution (MTA), which distributes credit across several touchpoints based on defined rules, such as linear or time-decay models. While MTA can offer a more complete picture of the user journey, it is harder to implement in mobile contexts due to limited cross-app tracking and increasing privacy restrictions – especially on iOS.
View-through attribution is also sometimes used. This model assigns credit when a user sees an ad but doesn’t click on it, yet later installs the app. While potentially useful for measuring brand impact, it requires careful validation to avoid over-attributing conversions to passive impressions.
When deterministic identifiers like IDFA (for iOS) or GAID (for Android) are unavailable, probabilistic attribution, or fingerprinting, is used. This method attempts to match users based on indirect signals such as device type, OS version, and IP address. However, it’s becoming less reliable as privacy measures tighten.
On iOS, SKAdNetwork has become the standard attribution method following Apple’s privacy changes. It does not share user-level data, but instead delivers delayed and aggregated information through secure postbacks. MMP platforms help developers interpret and validate this data within the limitations set by Apple.
Each of these models has its strengths and drawbacks. The choice depends on campaign goals, the regulatory environment, and the technical capabilities available to both marketers and their attribution partners.
MMP platforms play a foundational role in modern attribution for mobile, bridging the gap between media sources, app stores, and in-app analytics. Their technical infrastructure enables granular, actionable insights into user acquisition and performance.
As mobile ecosystems evolve, especially under growing privacy regulations, the need for sophisticated and adaptable attribution solutions is more critical than ever. Choosing the right MMP and understanding its inner workings isn’t just a technical necessity – it’s a strategic advantage.
Written by
Daria is a dedicated Content Writer driven by her passion for crafting crystal-clear articles. Her passion lies in crafting articles that unravel complex concepts and make them easily digestible for readers. She is enthusiastic about acquiring new skills. Daria loves to explore the world of affiliate marketing, helping businesses and readers understand the intricacies of this industry.
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