AppFollow

The Ultimate Mobile Marketing Glossary

All chapter's terms
From Newbie To Pro

Ads and Paid User Acquisition

Mobile Measurement Partners (MMPs)

The official mobile measurement partners are Facebook, Instagram, and Twitter Ads. They measure each time an app is opened for the first time.
Unlike ASA, MMP measures all traffic channels you're getting app installs from (Apple sees only what came from ASA). This means that using ASA you can only analyze its impact on your conversion rate, whereas MMP helps you understand what other channels bring you users: mailouts, Instagram ads, or other ad campaigns.