What Is an Official MMP? How to Check Any Attribution Tool

Short answer: An official MMP (mobile measurement partner) is an attribution tool that an ad platform has admitted to its own measurement partner program. Google publishes its certified list. As of November 11, 2026, it has seven names: Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular and Tenjin. To check any tool, look it up on the ad platform's own list. Do not rely on the badge on the vendor's website.

Why it matters: Your ad budget follows your attribution numbers, and the ad platforms optimize on the conversions you send them. If your tool misses the platforms' own attribution data, or leaves the same install claimed by several platforms, you can move budget to the wrong channel and feed the platforms weaker signals. That is ad spend you may not get back.

First, what does an MMP do?

Suppose you advertise your app on Google, Meta and TikTok. Someone sees all three ads and installs the app. Each platform may claim that install. Your reports can then show three installs, but you have one new user.

An MMP solves this. It is a third-party tool that sits between your app and your ad channels. It does three jobs:

1. It decides which ad gets the credit. It collects ad clicks and views from every channel, removes duplicates, and credits one channel by a fixed rule. This is called attribution.
2. It sends results back to the ad platforms. When a user installs or buys, the MMP tells the ad platform. This message is called a postback. The platform uses it to find more users like that one.
3. It runs the shared plumbing. This includes deep links (links that open a specific screen in your app) and SKAdNetwork reporting (Apple's privacy-safe way to report iOS installs).

Three terms appear often in this article:

What makes an MMP "official"?

A logo on a vendor's website shows that some relationship with the platform exists. The program name tells you what kind. Four names are easy to mix up:

A Google Partner badge or a Meta Tech Provider status is not about measurement. Neither one is a measurement program.

TikTok works in a similar way. Its Marketing Partners directory shows each partner's category and specialty. For an attribution tool, look for the Measurement category and the Mobile Measurement Partner (MMP) specialty.

When a vendor says "official partner", ask which program. Then find that program's public list.

How do you check on Google?

Google's program is called App Attribution Partner (AAP). Google describes it as third-party app analytics certification for select mobile measurement partners.

Google lists the certified partners on its help page. As of November 11, 2026:

• Adjust
• Airbridge
• AppsFlyer
• Branch
• Kochava
• Singular
• Tenjin

Check the current list on Google's page: About tracking app conversions with an App Attribution Partner.

Google names these benefits of the program:

• A streamlined integration between the tool and Google Ads.
• Early access to new measurement features.
• Fewer reporting differences between Google Ads and the tool, when conversion windows are aligned. A conversion window is the number of days after an ad click in which a conversion still counts.
• Easier import of app conversions into Google Ads.

How do you check on Meta, TikTok and Apple Ads?

Each platform publishes its partners differently. Where a public directory or help page exists, the check takes three steps:

1. Open the platform's official partner directory or help center.
2. Search for the vendor's name.
3. Read which program the vendor is in. Measurement programs are separate from agency and creative programs.

If the claim appears only in the vendor's own marketing, treat it as unverified until you find it on the platform's side.

What changes when your MMP is in the platform's program?

Does the platform send attribution data back?

Google, Meta, TikTok and Apple Ads decide inside their own systems which installs they claim. An MMP with a self-attributing integration receives that platform's touchpoint data. Without one, a tool cannot receive it and relies on its own tracking links.

Do postbacks improve ad targeting?

Ad platforms learn from the events you send them. Clear signals help the platform find people who will buy, not only people who will install.

In Airbridge, you set postback rules for each channel:

• Which events to send. Pick the events and map them to the channel's event names.
• Attributed or all. Send only the events credited to that channel, or all events.
• First or every. Send only the first event per device, or each one.
• Value threshold. Send only events above an amount you set, such as purchases over $20.

On the Core Plan, postbacks cover Google, Meta and TikTok with standard events. Apple Ads does not accept postbacks.

Is one conversion counted once?

Yes. The MMP applies one rule to every channel. Three platforms may each claim the same user, and your MMP report still shows one conversion.

Can a tool outside these programs still send events?

Yes. Any tool can send conversion events to an ad platform through public server-to-server or Conversions APIs. Google Ads also lets you link a provider that is not on its list. Many teams work this way, and it can be enough for one channel.

A Conversions API connection sends your events to the platform. It is not a measurement partnership, and the tool does not appear in the platform's partner program.

What is the risk of measuring outside these programs?

The risk is not that events stop flowing. It is that the numbers you act on can be wrong in ways you do not see:

• Missing conversions. Without a self-attributing integration, the tool cannot receive the platform's touchpoint data. Installs that Google, Meta or TikTok drove can show up as organic, and those channels look weaker than they are.
• Double-counted conversions. If you add up each platform's own reports, the same install can be counted more than once. The total then looks larger than your real growth, and some channels look stronger than they are.
• Weaker signals. Ad platforms learn whom to target from the conversions you send back. Incomplete or misattributed postbacks give them less to learn from.

Each of these can move budget away from the channels that work. If this happens, it does not show up as an error. It shows up as ad spend that did less than your report said.

Do you need an official MMP?

What does Airbridge offer as an official MMP?

In the ad platforms' partner programs

• Google: Airbridge is on the App Attribution Partner list.
• Meta: Airbridge is a Meta Business Partner with badges for mobile measurement and multi-touch attribution (since 2021) and marketing mix modeling (since 2023).
• TikTok: Airbridge's profile in TikTok's Marketing Partners directory shows the Measurement category and the Mobile Measurement Partner (MMP) specialty.
• Pinterest: Pinterest's help center lists Airbridge among its Mobile Measurement Partners.

Connected to the channels you buy from

• Six self-attributing networks: Google Ads, Meta Ads, Apple Ads and TikTok For Business on every plan, plus Amazon Ads and Petal Ads on the Growth Plan.
• More than 330 ad networks on the Growth Plan.

Control over the signals you send

• Postback rules for each channel, as described above.
• Signal Hold, in beta for Meta Ads. It holds a conversion postback, such as a purchase or a trial start, for a window you set, up to 24 hours. If a matching cancellation arrives in that window, neither event is sent. Meta then receives only the conversions that were not cancelled.

More than attribution in one tool

• Deep linking and web-to-app attribution.
• SKAdNetwork reporting and a conversion value manager.
• Revenue, retention, funnel and cohort reports, with predictive LTV (an estimate of how much revenue a user will bring).
• Pilot, an AI assistant, and an MCP server that lets AI tools such as Claude read your Airbridge data. Both are on every plan, with a monthly Pilot call limit on Core.

A price that fits early-stage teams

See the full comparison on the Airbridge pricing page, and each integration guide in the Airbridge Help Center.

What should you ask an attribution vendor?

1. Which measurement program are you in on each platform I buy from? Send the link to the platform's own list.
2. Do you receive touchpoint data from Google, Meta, TikTok and Apple Ads, or only from your own tracking links?
3. Can I choose which events go to each channel, and under which conditions?
4. How do you remove duplicate conversions across channels?
5. Do you support SKAdNetwork for each of these platforms?

What is the bottom line?

Your ad budget is only as good as the numbers behind it. Check that your attribution tool is on the ad platforms' own partner lists, not only on its own website. Airbridge is on Google's App Attribution Partner list, holds Meta Business Partner measurement badges and is a Mobile Measurement Partner in TikTok's partner directory, and you can try it free for 30 days on the Core Plan.

FAQ

What is an official MMP? An official MMP is a mobile measurement partner that an ad platform lists in its own measurement partner program. On Google, that program is App Attribution Partner. Google's list names Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular and Tenjin as of November 11, 2026.

Is "Google Partner" the same as "App Attribution Partner"? No. Google Partner is a program for companies that manage Google Ads accounts. App Attribution Partner is Google's certification for app measurement tools.

Is a Meta Tech Provider an official MMP? No. Tech Provider is Meta's term for a business whose app needs access to data that other businesses own on Meta. It requires business verification and app review. It is not a badge or a measurement partner program.

Does a Google Partner badge mean a tool is certified for attribution? No. The Google Partner badge is for companies that manage Google Ads accounts. Its requirements are about ad spend, optimization score and Google Ads certifications. Google's certification for attribution tools is App Attribution Partner.

What is the risk of using an attribution tool that is not an official MMP? Events can still reach the ad platforms, but the numbers you act on can be wrong. The tool may miss conversions that the platforms attributed, leave the same install claimed by more than one platform, or send weaker signals for optimization. Any of these can move budget away from the channels that work.

How do I check if an attribution tool is an official MMP? Search for the tool in the ad platform's own partner list, such as Google's App Attribution Partner page. If the tool is not on the list, it does not hold that certification.

Is Airbridge an official MMP? Yes. Airbridge is on Google's App Attribution Partner list, is a Mobile Measurement Partner in TikTok's Marketing Partners directory, and Pinterest's help center names Airbridge among the mobile measurement partners it supports. Airbridge also holds Meta Business Partner badges for mobile measurement, multi-touch attribution and marketing mix modeling.

Can I run Google App campaigns without an official MMP? Yes. You can measure with Google's own tools. An MMP helps when you want one tool to measure Google next to your other channels with the same rules.

Why do my ad platform numbers differ from my MMP? Each platform counts the conversions it claims, with its own conversion window. An MMP applies one rule to all channels and removes duplicates. Some difference is normal. Aligned conversion windows reduce it.

How much does an official MMP cost? Prices vary by vendor and volume. Airbridge's Core Plan starts at $40 per month with a 30-day free trial and no annual contract.