With over 4 million apps competing for attention on the App Store and Google Play, optimizing your marketing spend is essential for survival. That’s where a mobile measurement partner list becomes your secret weapon.
In 2025, tracking and analyzing user acquisition (UA) performance remains a key challenge for mobile game developers. Various attribution solutions exist to help understand what’s driving installs, retention, and revenue. But with so many options, how do you choose the right one? This blog breaks down the top mobile measurement partners in 2025, their standout features, and how to align them with your user acquisition (UA) goals. Let’s dive in.
What Are Mobile Measurement Partners?
Mobile Measurement Partners (MMPs) are third-party platforms that track, analyze, and attribute user interactions across your marketing campaigns. Think of them as your campaign’s “truth-tellers” as they answer critical questions like:
Which ad drove that install?
Which channel has the lowest cost per acquisition (CPA)?
Where’s your ad budget leaking to fraud?
Integrating an MMP’s SDK into your games or apps gives you a unified view of your UA performance, from ad networks and DSPs like TikTok ads to Google App Campaigns. While these tools aim to provide clarity, analysis often involves some level of interpretation, and different platforms may have inherent biases.
Understanding these nuances is key to making informed decisions about your UA strategy. But what sets an effective MMP apart from the rest? Let's explore the key features to prioritize in 2025.
Key Features to Consider
Not all MMPs are built for the complexities of B2B marketing. To maximize ROI and streamline attribution, focus on these critical capabilities:
Accurate Attribution
You need a platform that goes beyond basic tracking. Ensure your MMP supports:
Multi-touch attribution to distribute credit across multiple interactions, reflecting how different touchpoints contribute to conversions.
Time-decay attribution to assign more value to recent interactions, which is crucial for tracking late-stage engagement in long sales cycles.
Last-click attribution to pinpoint the final touchpoint that led to a conversion.
Account-based marketing (ABM) tracking measures engagement at the account level, ensuring marketing influences the right decision-makers.
Data Analysis & Reporting
Raw data isn’t enough—you need actionable insights. Look for:
Custom dashboards to track key metrics like lead quality, sales cycle length, and pipeline velocity.
Advanced filtering & segmentation to analyze performance by industry, company size, or deal stage.
ROI calculations that connect marketing spend directly to revenue impact.
Lead attribution to identify which marketing efforts generate qualified leads and move deals forward.
Seamless Integrations
Your MMP should work within your existing tech stack, not add complexity. Prioritize:
CRM integration for a unified view of marketing and sales impact.
Marketing automation integration to ensure smooth lead nurturing and campaign execution.
Customer journey mapping to visualize multi-channel interactions and optimize touchpoints along the buyer’s path.
Fraud Prevention
Wasted ad spend and inaccurate data can derail your marketing strategy. Your MMP must include:
Click fraud detection to eliminate fake clicks and ensure accurate attribution.
Bot activity tracking to prevent automated traffic from skewing campaign data.
Scalability & Compliance
Your MMP should grow with your business while meeting regulatory requirements. Ensure it:
Complies with data privacy regulations like GDPR and CCPA to protect sensitive customer data.
Can scale with your needs, handling large datasets, complex attribution models, and increasing campaign volume efficiently.
With these capabilities, you can confidently choose an MMP that delivers measurable results and aligns with your long-term business goals. Now that we know what to look for let’s dive into the top MMPs dominating the market in 2025.
Top Mobile Measurement Partners in 2025
Based on scalability, gaming-specific features, and industry trust, here’s your 2025 mobile measurement partner list:
1. AppsFlyer
AppsFlyer is your Mobile Measurement Partner (MMP), giving you clear insights into which media sources and campaigns drive app installs. This helps you optimize user acquisition and retargeting to maximize lifetime value (LTV). With deep linking, fingerprinting, and a focus on privacy and security, AppsFlyer connects app installs to marketing efforts, enabling data-driven decisions. It’s ideal for businesses of any size, whether you're scaling or managing thousands of installs per month.
Key Features
Fraud Prevention: Blocks invalid traffic with predictive AI.
Attribution: Tracks user acquisition, attribution, and ROI across different channels and platforms.
Analytics: Provides visibility into the source of conversions and which campaigns bring in the best customers.
Pricing
Zero Plan: Free for life, includes 12K free conversions.
Growth Plan: $0.07 per conversion (ideal for mid-sized studios).
Enterprise: Custom pricing with raw data access and dedicated support.
2. Adjust
Adjust is a secure attribution platform with an advanced fraud prevention system and robust cloud infrastructure, keeping your data safe and controlled. It offers insights into key metrics like organic installs, ad clicks, in-app events, and uninstall/reinstall data, helping you make data-driven decisions. As a mobile-only platform, Adjust connects mobile users to ads they interact with, providing clarity on ad performance. Whether you're a small business or an enterprise, Adjust scales with your needs.
Key Features
Automation and workflows: Automating campaign optimization based on performance data to maximize return on investment.
Comprehensive Data Analytics: In-depth reporting and visualization tools to analyze user behavior, key performance indicators (KPIs), and campaign performance.
Integration with Ad Networks: Connecting with major advertising platforms to seamlessly track campaign performance across different channels.
Pricing
Base: Get started for free with email support and up to 1,500 monthly attributions.
Core: Up to 250,000 Annual Attributions.
Enterprise: Custom plans with CTV and incremental lift measurement.
3. Singular
Singular streamlines your UA workflows by centralizing ad spend data and automating creative A/B testing. With over 1,000 integrations across leading ad networks, you can easily optimize campaigns and maximize conversions. The platform provides deep marketing insights and precise attribution data, helping you track the impact of every dollar spent. Designed for multi-channel campaigns, Singular ensures Android and iOS compliance with Privacy Sandbox APIs and SKAdNetwork predictions. It’s an all-in-one solution for app marketers and developers looking to drive performance.
Key Features
Cost Aggregation: Centralizes ad spend data from 1,000+ networks (e.g., AppLovin, ironSource) for unified ROI analysis.
Fraud Prevention at Scale: Protect your campaign budget with advanced fraud detection that automatically identifies and removes fraudulent ad impressions and installs.
API Access for Seamless Integration: Easily integrate the platform into your existing workflows and systems with robust API access, enabling customized solutions that meet your business needs.
Pricing
Free: $0 (Up to 15,000 paid conversions)
Growth: $0.05 per conversion
Enterprise: Custom pricing.
4. Branch
Branch specializes in bridging offline-to-digital UA gaps with deep-linking solutions that reduce post-install churn for mid-core developers like Scopely. Its QR code tracking and cross-platform attribution cater to studios running omnichannel campaigns or influencer-driven strategies.
Key Features
Deep Linking: Personalized web-to-app journeys to retain users from UA campaigns (e.g., promo codes for referral programs).
QR Code Tracking: Measures offline-to-digital UA efforts (e.g., QR codes in gaming events).
Cross-Platform Attribution: Tracks users across mobile, CTV, and desktop for omnichannel UA strategies.
Pricing
Custom pricing based on attribution volume and features (e.g., influencer analytics).
5. Kochava
Kochava provides real-time user acquisition analytics for hybrid monetization games, integrating CTV and mobile attribution with robust fraud prevention measures. Its dashboards offer sub-minute latency and cross-platform data pipelines, ideal for performance marketers balancing in-app purchases and ad revenue. With omnichannel tracking across mobile, web, and CTV, Kochava ensures GDPR compliance.
Key Features
Real-Time Dashboards: Notifies you if ROAS drops by 10%+ (via Slack/email).
CTV + Mobile Sync: Measures UA impact of CTV ads on mobile installs (e.g., Amazon Fire TV campaigns).
Fraud Blocklists: Prevents ad spend leakage by blacklisting fraudulent publishers.
Foundation: Starting at $500/month (Includes 33K conversions/month)
Enterprise: Starting at $2,000/month (Includes 200K MAU/month)
Kochava’s work with DraftKings and Huuuge Games underscores its strength in performance marketing for hybrid monetization models (IAP + ads).
With a clear picture of the top MMPs, let’s compare them side by side to highlight their strengths and differences.
Comparison Chart: MMPs for Mobile Gaming UA (2025)
Feature
Apps Flyer
Adjust
Singular
Branch
Kochava
Fraud Prevention
Advanced
Industry-leading
Moderate
Basic
Advanced
SKAdNetwork Support
Yes
Yes
Yes
Limited
Yes
CTV Attribution
No
Yes
No
Yes
Yes
Pricing Flexibility
High
High
Moderate
Custom
Moderate
Gaming Clients
Tencent, King
Zynga, Rocket
Rovio, Playtika
Scopely
DraftKings, Huuuge
Why This Matters?
Budget Efficiency: AppsFlyer and Adjust lead in fraud prevention, directly lowering CPI for UA campaigns.
Creative Optimization: Singular’s A/B testing tools maximize ad spend ROI, which is critical for hybrid-casual games.
Privacy Compliance: All MMPs except the Branch offer full SKAdNetwork support, ensuring iOS campaign scalability.
With a solid understanding of their impact, let’s break down the key benefits of using an MMP.
Benefits of Using Top MMPs in Mobile Gaming
Leveraging the right Mobile Measurement Partner (MMP) is crucial for optimizing user acquisition, maximizing ROI, and protecting ad budgets from fraud. Below are the key benefits of using top MMPs in 2025:
1. Gaining Enhanced Understanding Across Networks
Top MMPs like Singular, AppsFlyer, and Adjust provide a unified view of user acquisition data across multiple ad networks, platforms, and campaigns. This holistic perspective is essential for mobile gaming developers and marketers to identify which networks drive the most valuable users.
Free Plan vs. Paid Plan: Free plans typically offer basic cross-network reporting, while paid plans unlock advanced features like cohort analysis, cross-channel attribution, and granular demographic breakdowns. For example, Singular’s free plan includes revenue attribution, a rare feature among MMPs, making it ideal for indie developers or small studios. Paid plans, however, provide predictive analytics and custom dashboards, which are critical for scaling user acquisition efforts.
2. Utilizing Advanced Attribution and Analytics Tools
Advanced attribution is the backbone of any successful mobile gaming user acquisition strategy. MMPs offer sophisticated attribution models, such as last-click, multi-touch, and probabilistic attribution, to accurately measure campaign performance.
Free Plan vs. Paid Plan: Free plans usually include basic attribution capabilities, such as last-click attribution and limited data retention. Paid plans, on the other hand, provide access to multi-touch attribution, real-time reporting, and custom attribution windows. For instance, Singular’s free plan includes revenue attribution, while its paid plans offer SKAdNetwork Cohort Prediction and advanced creative reporting.
3. Fraud Prevention in User Acquisition
Fraud prevention is a critical aspect of mobile gaming user acquisition, as ad fraud can drain budgets and skew campaign performance. Leading MMPs have developed robust fraud detection and prevention mechanisms to safeguard ad spend.
How MMPs Tackle Fraud:
Singular: Offers over 50 fraud detection and prevention methods, including Android Install Receipt Validation and Click Hijacking Protection. Its fraud suite blocks fraudulent activity in real-time, ensuring that only legitimate users are attributed.
AppsFlyer: Provides Protect360, a comprehensive fraud prevention suite that uses machine learning to detect and block fraudulent installs in real-time. It also offers granular fraud filters, such as click injection and SDK spoofing protection.
Adjust: Features a Fraud Prevention Suite that combines AI-driven fraud detection with manual rule-setting. Adjust’s solution is particularly effective for high-volume gaming apps, offering transparency and proactive fraud blocking.
Free Plan vs. Paid Plan: Fraud prevention is often limited or unavailable in free plans. Paid plans unlock advanced fraud detection tools, real-time blocking, and detailed fraud analytics. For example, Singular’s free plan includes basic fraud detection, while its paid plans offer proactive fraud prevention features, saving customers up to 25% of their ad budgets.
To maximize ROI in mobile gaming user acquisition, you need an MMP that delivers advanced attribution, fraud prevention, and cross-network insights. The right MMP helps you focus on high-performing campaigns, protect your ad budget from fraud, and gain a competitive edge with data-driven insights into user behavior and lifetime value (LTV).
Whether you choose a free or paid plan, selecting the right MMP in 2025 will be crucial for optimizing your marketing strategy and driving sustainable growth.
Conclusion
Mobile Measurement Partners (MMPs) play a crucial role in helping app marketers track performance, optimize campaigns, and protect ad spending. They provide accurate attribution, real-time analytics, fraud detection, and privacy compliance, ensuring you get clear insights into what’s working. Platforms like AppsFlyer, Adjust, Singular, Branch, and Kochava each bring unique features, making it important to choose one that fits your goals, budget, and integration needs.
To take your user acquisition efforts even further, Segwise offers an AI-first user acquisition platform that automatically monitors your campaign data down to an ad asset level, freeing you from the heavy lifting of data analysis. By focusing on creative analytics, it provides actionable insights to optimize your return on ad spend (ROAS) and enhance campaign performance.
With seamless integration across Adjust, AppsFlyer, Singular, and major ad networks, Segwise empowers you to make confident, data-backed decisions that drive results.
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