Do I still need an MMP in a post-ATT world?

Yes — arguably more. SKAN and network numbers drift; an MMP reconciles them and forwards server-side events (CAPI/Events API) for optimization.

What is an MMP (Mobile Measurement Partner)?

A Mobile Measurement Partner (MMP) is a third-party platform that attributes app installs and post-install events to the campaigns that drove them — and reconciles the numbers across networks like Meta and TikTok that each over-claim.

Why it exists

Each ad network self-attributes and over-reports. An MMP dedupes across all of them so you trust one dashboard.

How attribution works

Deterministic on Android (Google Play Install Referrer), SKAN on iOS (aggregated, post-ATT), joined with spend for ROAS.

FAQ

Do I still need an MMP in a post-ATT world?: Yes — arguably more. SKAN and network numbers drift; an MMP reconciles them and forwards server-side events (CAPI/Events API) for optimization.

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Last updated 2026-07-04