eCPI: Effective cost per install
The average cost of each install, including organic installs the ads helped bring.
MMP: Mobile measurement partner.
A service that attributes installs and events to the ads that drove them.
An MMP, or mobile measurement partner, is a third-party service that records which ad or campaign led to an install and what the player did afterwards. It lets advertisers compare channels and creatives on one set of numbers.
What an MMP does
An MMP records installs and in-app events and matches them to the ad click or view that led to them. It reports results per campaign and removes duplicates when several ad networks claim the same install. It also handles Apple's privacy rules, including App Tracking Transparency and SKAdNetwork.
Why use one
Without an MMP, each ad network reports its own numbers, and they often overlap. An MMP gives one set of numbers for comparing campaigns, which feed eCPI and LTV by campaign. Examples include AppsFlyer, Adjust and Singular.
When you need one
You need one when you run paid campaigns on several networks. A game that relies on organic installs may not. An MMP adds an SDK to the app, so plan it before launch and test it during the soft launch. See our ads service.
Related terms.
LTV: Lifetime value
The total revenue a player is expected to bring over time.
Related services.
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