Data is our compass.
Knowing exactly where your users are coming from, which campaigns are driving real value, and how to optimize your spend across a fragmented ecosystem is essential for success. This is where a Mobile Measurement Partner (MMP) becomes critical.
At AVOW, we help app brands unlock new avenues for growth, particularly through alternative app stores and on-device OEM inventory. We understand that accurate, unbiased attribution is the bedrock of any successful scaling strategy. An MMP acts as your single source of truth, attributing app installs and post-install events to the correct marketing channels, allowing you to allocate your budget with confidence.
Choosing the right MMP is a foundational decision for your marketing stack. The best partner isn’t a universal concept; it depends entirely on your specific business goals, team structure, and technical requirements. To help you navigate this crucial choice, we’ve compiled a guide to some of the leading platforms, highlighting their unique strengths and product offerings to help you find the perfect fit for your growth journey.
What Growth Teams Should Prioritise for Android
Before comparing them, here’s what growth marketers should evaluate when choosing an MMP for Android:
1) Accurate install and event attribution on Android
The core job of an MMP is to tie marketing touchpoints (clicks, views, banners) to installs and post-install events on Android, often using device identifiers, install referrers, and probabilistic matching.
2) Integration with Android ecosystems
Look for MMPs that work smoothly with Android and affiliated partners, including major ad networks via an App Attribution Partner (AAP) integration.
3) Deep linking and deferred deep link support for Android
Deep linking impacts re-engagement and onboarding success. Tools that reliably handle deep and deferred links help marketers connect mobile web or ad click journeys directly into Android app contexts.
4) Cost aggregation and ROI analytics
Attribution is great, but tying install signals to cost and revenue, especially for Android spend, helps marketers optimise budgets and show ROAS.
5) Fraud detection and data hygiene
Some channels can face invalid traffic; many MMPs include native fraud prevention to protect budgets and improve measurement trust.
Key Contenders in the Mobile Measurement Space
Here is a look at seven top-tier MMPs, each with distinct advantages that cater to different marketing needs.
AppsFlyer
As a market leader, AppsFlyer is often the first name that comes to mind for enterprise-scale measurement. Its primary strength lies in its vast ecosystem and comprehensive measurement suite. AppsFlyer boasts an extensive network of thousands of integrated media and technology partners, making it highly adaptable for marketers building complex, scaled tech stacks. Its platform is designed to provide a holistic view of the user journey across mobile, web, CTV, and PC/console platforms. For businesses seeking a robust, globally recognized solution with deep marketplace integrations, AppsFlyer is a powerful contender.
Key strengths for Android:
- Broad media source integration to measure Android install flows.
- Cohort, retention, and ROI reporting.
- Comprehensive dashboards for analytics and insights.
Adjust
Adjust positions itself with a strong emphasis on security, automation, and real-time data access. For teams that prioritize proactive fraud prevention and data privacy, Adjust offers a multi-layered defense system designed to ensure data integrity and protect budgets. A key differentiator is its built-in marketing automation suite, “Pulse,” which allows marketers to set rules to automatically adjust bids and budgets, streamlining workflows. Furthermore, Adjust provides unlimited access to raw data, appealing to data-driven teams that require granular analysis and full control over their datasets for advanced modeling.
Key strengths for Android:
- Comprehensive attribution mapping across Android installs and events.
- Marketing automation workflows to optimise campaigns.
- Robust dashboard and reporting for key performance indicators.
Singular
For performance marketers focused on unifying data and maximizing return on investment (ROI), Singular shines as a marketing intelligence platform. Its standout feature is robust cost aggregation. Singular excels at pulling in ad spend data from thousands of disparate sources and combining it with attribution data to provide a single, unified view of ROI across mobile, web, and offline channels. This capability allows marketers to move beyond simple install tracking to understand the true cost and value of every campaign, creative, and keyword, making it an excellent choice for teams focused on deep ROI optimization across a complex channel mix.
Key strengths for Android:
- Cross-channel data consolidation for clear ROI views.
- Flexible reporting and segmentation.
- Multi-touch and look-back attribution options for Android installs.
Branch
Branch has carved out a distinct leadership position in deep linking technology and cross-platform user experiences. While it offers full MMP capabilities, its core strength is bridging the gap between web and app environments. Branch’s platform is designed to ensure seamless user journeys, taking a user from a web ad, email, or social post directly to the relevant content inside an app, even if it needs to be installed first. This focus makes Branch an ideal partner for brands whose growth strategies rely heavily on organic channels, influencer marketing, and converting mobile web traffic into loyal app users.
Key strengths for Android:
- Deep linking and deferred deep link support that tracks users from web or ad click into Android app installs and content.
- Analytics to segment Android user journeys and measure re-engagement.
Kochava
Kochava is known as a highly configurable and developer-friendly platform tailored for sophisticated marketing teams. It differentiates itself by offering granular control over attribution logic, allowing advertisers to define their own rules for lookback windows and match types to suit their specific business models. Kochava also emphasizes real-time data solutions, enabling the syndication of attribution data to other tools in a brand’s stack immediately. This makes it a favorite for technically advanced teams that demand flexibility, transparency, and full ownership of their data infrastructure.
Key strengths for Android:
- Multi-touch and device-agnostic attribution for Android campaigns.
- Cross-channel analytics (e.g., app install, engagement, retention).
- Flexible reporting and segmentation.
Tenjin
Tenjin has established itself as a go-to solution specifically for mobile game developers and publishers. Recognizing the unique needs of the gaming sector, Tenjin’s platform focuses on tying ad spend directly to ad revenue and in-app purchase data to calculate accurate user Lifetime Value (LTV). Its “DataVault” offering provides a scalable data warehouse solution without requiring heavy engineering resources. With a transparent, pay-as-you-grow pricing model, Tenjin is a strong, cost-effective choice for gaming studios looking for powerful LTV tracking and ROI measurement to scale their titles profitably.
Key strengths for Android:
- Android SDK to track installs and in-app events directly.
- Cost aggregation and personalized dashboards.
- Ad monetisation suite and ROI analytics.
Airbridge
Airbridge is recognized for its focus on unified measurement, particularly in connecting the dots between web and app user journeys. In an era where the line between mobile and web experiences is increasingly blurred, Airbridge provides a single dashboard to track performance across both. Its platform includes features like “ShareLink” to facilitate real-time data feeds and is designed to help marketers optimize web-to-app campaigns effectively. For brands that need a 360-degree view of their customers across devices and platforms without siloed reporting, Airbridge offers a compelling, integrated solution.
Key strengths for Android:
- True cross-platform and Android attribution in a single analytics view.
- Reliable deep and deferred deep linking.
- Predictive LTV and cohort analytics.
MMPs At A Glance
| MMP | Key Strengths |
| AppsFlyer | – Broad media source integration to measure Android install flows. – Cohort, retention, and ROI reporting. – Comprehensive dashboards for analytics and insights. |
| Adjust | – Comprehensive attribution mapping across Android installs and events. – Marketing automation workflows to optimise campaigns. – Robust dashboard and reporting for key performance indicators. |
| Singular | – Cross-channel data consolidation for clear ROI views. – Flexible reporting and segmentation. – Multi-touch and look-back attribution options for Android installs. |
| Branch | – Deep linking and deferred deep link support that tracks users from web or ad click into Android app installs and content. – Analytics to segment Android user journeys and measure re-engagement. |
| Kochava | – Multi-touch and device-agnostic attribution for Android campaigns. – Cross-channel analytics (e.g., app install, engagement, retention). – Flexible reporting and segmentation. |
| Tenjin | – Android SDK to track installs and in-app events directly. – Cost aggregation and personalized dashboards. – Ad monetisation suite and ROI analytics. |
| Airbridge | – True cross-platform and Android attribution in a single analytics view. – Reliable deep and deferred deep linking. – Predictive LTV and cohort analytics. |
Define Your Needs to Find Your Match
Here at AVOW, we believe that the foundation of effective growth marketing is reliable data. Selecting an MMP is not merely about picking a software provider, but about choosing a long-term partner that aligns with your strategic vision.
Before making a decision, we recommend deeply analyzing your primary goals. Are you a gaming studio needing precise LTV calculations? An e-commerce brand focused on seamless web-to-app deep linking? An enterprise requiring global scale and thousands of integrations? By clearly defining your needs, you can leverage the unique strengths of these top-tier platforms to build a measurement framework that powers sustainable growth.
For a rundown of the MMPs we work with and a comprehensive FAQ, visit our MMP page.
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