MMP
An MMP (Mobile Measurement Partner) is an independent mobile attribution platform, such as AppsFlyer or Adjust, that records app installs and in-app events across every ad network at once. It acts as a neutral referee whose numbers both advertisers and ad platforms trust.
Why classic mobile arbitrage relies on an MMP
For native store apps, an MMP solves attribution: it sees which network and which click an install came from and reports that back to ad platforms via postbacks. Without an MMP, running several networks at once makes it impossible to reliably tell whose traffic actually converted.
MMP and PWA arbitrage
A PWA installs straight from the browser, not through a store, so classic MMP-based attribution either works differently here or isn't used at all — a web tracker paired with server-side event delivery usually takes over that role instead. APEX covers this through its postback and S2S setup, such as Keitaro-to-FB-CAPI, built for the PWA funnel rather than a standard store install.
FAQ
- Do PWA offers need an MMP?
- In most cases, a dedicated MMP isn't needed since a PWA doesn't go through the store install flow an MMP tracks by default. A tracker paired with postbacks usually covers that role instead.
- How is an MMP different from a tracker like Keitaro?
- An MMP specializes in store-install attribution and is recognized as a neutral third party by ad networks, while a tracker like Keitaro is a general-purpose routing and tracking tool for any funnel, PWA included. For PWA arbitrage, a tracker with postbacks usually covers the whole job without a separate MMP.
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