MMP
Also: Mobile Measurement Partner · Attribution provider
An MMP (mobile measurement partner) is a third-party service that attributes app installs and in-app events to the ad that caused them across every network. Adjust, AppsFlyer, Singular, Branch, and Kochava are the main ones.
MMPs exist because each ad network only sees its own ads. The MMP's SDK sits in the app, receives postbacks and click data from every network, applies one set of attribution rules, and reports a single source of truth for which channel drove which install.
What an MMP does not have is the store's billing ledger: it reports the revenue events your app sends it, not what the store actually paid you. That is why subscription apps pair an MMP with a subscription platform.
Go deeper: RevenueCat vs Adjust: what each one knows
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.