#mmp

4 notes tagged “mmp”.

• Do you need an MMP? AppsFlyer, Adjust and the state of SKAdNetwork (2026)Why mobile measurement partners (AppsFlyer, Adjust, Branch…) remain mandatory for app advertisers buying Meta at scale, what the 2026 AppsFlyer consortium investment means for neutrality, and why SKAdNetwork/AdAttributionKit is not worth heavy investment.
• Optimising Apple Ads keywords for revenue, not installsWhy install- or CPA-optimised Apple Ads quietly funds keywords that never pay, how to judge each keyword on trials, cost per paid and predicted LTV (≥20 installs for a first signal, ~100 for conversion rates), what MMP fees cost per payer (~$1.40–3.50), automation rules tied to trials/subscriptions, and Adapty's claim of accounts scaled to ~$60K/month at ≥90% D31 ROAS.
• SKAN, AEM and CAPI — how app conversions reach Meta after ATTPlain-language model of iOS app attribution in 2026 — ATT opt-in (~15–30%) is deterministic, the rest arrives via SKAdNetwork/AdAttributionKit aggregates and Meta's probabilistic AEM, privacy thresholds punish diluted setups, and a CAPI + MMP redirect setup recovers ~90–95% of conversions vs ~70–80%.
• The measurement stack — last-click attribution, incrementality and MMM togetherWhy app advertisers need both deterministic last-click attribution (for platform optimisation and daily decisions) and incrementality testing (for budget allocation), where MMM fits, and how to reconcile them against top-line results.