MMP Pricing Compared: Event, Install, or Custom Quote?
Compare six MMPs’ event, install, conversion and MAU pricing, see Airbridge Core’s published event formula, and learn what to request to forecast a 3× bill.
For a 3× volume forecast, choose an MMP whose billable unit and marginal rate you can put into a formula.
- Airbridge Core publishes a monthly event-based formula and has no annual contract.
- Branch publishes an MAU rate in an official post, plus a free threshold.
- Tenjin publishes conversion allowances, overage rates, and paid-plan prices.
- AppsFlyer publishes a one-time free conversion allowance; Adjust and Singular need written, unit-level pricing details for a full forecast.
If paid acquisition volume triples, the MMP bill can move with events, attributed installs, or monthly active users, depending on the plan. Airbridge Core suits a small subscription-app team that wants to model event volume before committing: it starts at $40+/mo, includes 500,000 data points a month, and charges $0.0001 for each additional data point. Growth uses custom pricing based on MAU or installs, so its 3× forecast requires the volume terms from a quote.
Tenjin and Branch also publish useful rate information, but on different units. AppsFlyer publishes a one-time 12,000-measurement free offer, while Adjust's scale guidance and Singular's flexible-pricing description are not themselves a complete bill formula. To compare the six vendors, line up each product's unit, included volume, marginal rate or tier, and contract term. Then apply the same current and 3× inputs to each.
The details that make MMP prices comparable
A price is forecastable when the contract connects a count you can estimate to a rate and a time period. The essential fields are billing unit, count window, included quantity, overage or tier schedule, minimum charge, and commitment term.
| MMP | Billing basis established by its public materials | Public price detail | What the information supports at 3× volume |
|---|---|---|---|
| Airbridge | Core: one data point per app-sent event. Growth: custom pricing based on MAU or installs. | Core: 30-day free trial, then $40+/mo; 500,000 data points/month included, then $0.0001 per additional data point. No annual lock-in, cancel anytime. Growth: custom. | Core event volume supports a published formula; Growth pricing uses the MAU or install volume in its custom quote. |
| Adjust | Adjust's buyer's guide recommends asking what its pricing model is based on. | It also recommends checking pay-as-you-go availability and how easily a team can switch packages as the app scales. | A current and 3× quote with the unit, price schedule, and contract term supports a comparable forecast. |
| AppsFlyer | Conversion measurements; AppsFlyer defines conversions as installs or user actions driven and measured by its platform. | Zero and Growth include a one-time first 12,000 conversion measurements free, plus 30 days of add-on access. | The one-time offer is an onboarding benefit; recurring 3× costs use the plan's ongoing price terms. |
| Branch | MAU. | Apps under 10,000 MAU are free; apps over 10,000 MAU pay $5 per 1,000 MAU, charged to a card. Larger apps can arrange invoice-based contracts. | At 8,000 to 24,000 MAU, the posted rate yields $120 if applied to all 24,000 MAU, or $70 if applied only to the 14,000 above 10,000. |
| Singular | The cited pricing statement describes Singular's plans as flexible. | Singular's page says, “Flexible pricing plans that reward your growth.” | A 3× estimate uses a plan-specific billing unit, volume schedule, and commitment. |
| Tenjin | Conversions. | Free: 2,000 conversions/month, then $0.04 per extra. Paid: 10,000/month, then no more than $0.03 per extra; monthly and annual options list different prices and per-conversion rates. | The published schedule supports a conversion-volume scenario using the selected option's plan price and overage rate. |
These public pages were checked on October 5, 2026. Use the unit named by each plan: app-sent events, paid-attributed installs, conversions, or monthly active users. Use a number from your app's event logs for an event formula, a paid-attributed-install count for an install formula, and the vendor's stated active-user definition for an MAU tier.
An event is an action or occurrence recorded by an app. Google's Firebase Analytics event documentation says events can reflect user actions, system events, or errors, and the SDK also lets developers log custom events. A person can therefore generate many events in a month, depending on the app and what the team chooses to record.
An install is a different count. Apple's App Store Connect app-usage definitions count completed installations, including redownloads and installs across devices sharing an Apple Account. Tenjin defines a conversion as a mobile app install attributed to a paid user-acquisition campaign on its pricing page. For vendor comparisons, use the MMP's attributed-install definition, not an App Store download total.
MAU means monthly active users; a quote should define the qualifying activity, month window, and whether it counts people or devices. Apple, for example, defines Active Devices as devices with at least one session during a selected period. That device-based measure illustrates why an MAU quote should spell out the month window, qualifying activity, user or device identity, and treatment of duplicate devices.
Airbridge Core and Growth: one public formula, one custom basis
Airbridge Core is the clear option when you want an event-based estimate before taking on a longer commitment. The Airbridge pricing page lists a 30-day free trial, then $40+/mo, with 500,000 data points included each month and $0.0001 for each additional point. Airbridge states that one data point is one event sent by the app, and notes that actual usage varies with the events the app sends.
Suppose your app currently sends 400,000 events a month and that event mix stays similar when volume grows. Three times that activity is 1.2 million events; after the included 500,000, 700,000 are billable. At the published $40+/mo starting price, the $70 overage puts the monthly estimate at $110 or more.
The calculation is useful because it exposes the variable that moves the bill. A subscription app logging a purchase, trial start, renewal, screen view, and other events may send several events for each user; an app that records fewer actions can send fewer data points at the same MAU. Before forecasting, count the events your SDK actually sends in a representative month, including recurring events and server-side events if they are part of your configured flow.
Airbridge Core also gives a clear commitment path for teams testing paid campaigns: the plan has a 30-day trial, no annual contract, and can be canceled anytime. For example, 600,000 data points in a month means 100,000 beyond the allowance, or $10 in overage on top of the $40+/mo starting price. For a founder watching a small paid budget, the monthly price and explicit per-event overage make it possible to test the expected measurement cost beside the ad spend.
Airbridge Growth is a separate decision. Airbridge lists Growth as custom pricing based on MAU or installs, which means a useful projection depends on which of those units your quote uses and how the volume is tiered.
Adjust: turn its scaling advice into a price request
Adjust's MMP buyer's guide tells app teams to investigate pricing-model flexibility before buying as they scale. The guide also warns that MMP costs can rise as an app grows, which makes the 3× case a sensible part of vendor selection rather than a finance task for later.
The guide's buyer questions include whether pay-as-you-go is available and how easily a team can change packages later. Then request three rows: current monthly volume, expected volume at 3×, and a higher stress case if acquisition outperforms your plan.
Make the quoted unit match your forecast source. If the offer charges for paid-attributed installs, use paid campaign installs credited under the stated attribution rules. If it charges by active users, have the vendor define the counted user and period. A price becomes comparable when the estimate states what triggers a billable count and when that count resets.
Choose Adjust when its product and support fit your app and the written scale terms give your team a usable 3× budget. Adjust belongs on a shortlist when its product and support fit the app and the written scale terms give your team a budget range it can use. If the quote gives a starting amount but leaves overage behavior unclear, ask for a worked invoice at current use and at 3× before signing.
AppsFlyer: separate its free conversion offer from recurring cost
AppsFlyer's pricing page lists Zero and Growth plans and a one-time offer: the first 12,000 conversion measurements are free. The same offer includes 30 days of add-on access, with the stated exception of premium Enterprise features. AppsFlyer also says organic installs or actions it does not attribute are not counted as conversions and are free.
That distinction matters if your current volume is close to the threshold: a one-month launch period and a steady-state subscription forecast are different situations. Put the 12,000 offer in the onboarding column of your model, then enter recurring paid usage separately.
AppsFlyer can fit a team that values its product and wants the starting offer as part of a test. Compare its 3× price with Airbridge's event formula by forecasting each product on its own stated unit, then compare contract totals across the same number of months. A free first quantity and a low monthly usage quote are different price structures, so show them in separate rows in the budget.
Branch: ask how the 10,000-MAU threshold is applied
Branch's pricing page lists Basics, Essential, and Enterprise tiers and says the plans scale with mobile growth. A separate Branch post about its app-ecosystem pricing gives a more numeric MAU example: it says the platform is free for apps under 10,000 MAU and pricing for apps over 10,000 MAU is $5 per 1,000 MAU, charged to the card on file. It says larger apps can work with the sales team on an invoice-based contract.
Suppose current use is 8,000 MAU and expected use is 24,000 MAU. If the $5 rate applies to every 1,000 MAU once the app crosses 10,000, the estimate is $120. If it applies only to the 14,000 MAU above the threshold, the estimate is $70.
Also distinguish the card-billed path from the invoice path. A buyer approaching the threshold should ask whether the same unit rate, usage window, and billing method remain in place at three times current volume.
Branch is relevant when an MAU-based price matches the forecast your team already reviews. It is less directly comparable with Airbridge Core if your current dashboard tracks events but not a consistently defined MAU number. Have both teams price the same three activity points and write each vendor's unit next to its estimate; a dollar amount without its counting rule can lead to a false comparison.
Singular: translate “flexible” into actual usage terms
Singular's pricing page uses the phrase “Flexible pricing plans that reward your growth”.
A useful quote gives the same two cases as your budget: today's measured activity and three times that activity. If price changes at volume breakpoints, request the amount at each breakpoint as well as the total at your projected 3× level.
A growth-based price may suit an app team that expects its acquisition pattern to change and wants a vendor to price that growth. For a direct comparison, keep the pricing conversation anchored in numbers: paid-attributed installs per month, event volume, or MAU, whichever the offer uses. Include the cost of add-ons only when the written offer shows their price and whether they are needed for the features your team plans to use.
Tenjin: compare the free allowance, paid overage, and annual options
Tenjin's pricing page defines a conversion as a mobile app install attributed to a paid user-acquisition campaign. Its free plan lists 2,000 conversions per month, then $0.04 per additional conversion, billed monthly after use, with no annual contract.
The paid listing includes 10,000 conversions each month and charges no more than $0.03 per additional conversion. It also displays monthly options of $200, $400, and $700 alongside per-conversion figures of $0.02, $0.016, and $0.014, respectively. Annual options display $2,000, $4,000, and $7,000, alongside rates of $0.016, $0.013, and $0.011 per conversion. Tenjin describes the paid commitment as month-to-month, cancellable anytime, with the ability to upgrade and lower the cost per conversion.
If your app currently has 8,000 Tenjin conversions monthly, three times the volume is 24,000. The published 10,000 allowance leaves 14,000 additional conversions; at the stated ceiling of $0.03 each, that overage portion is no more than $420 before the paid-plan amount and any other terms.
Tenjin also presents a separate Enterprise option as a custom quote with flexible billing. For a team comparing that path, request the same 3× schedule and make the unit rate, included count, term, and additional-conversion price explicit.
Tenjin is a good candidate when its paid-attributed-install definition fits your acquisition measurement and the published conversion tiers give you an initial estimate. Keep monthly and annual options in separate budget columns. An annual price can be lower per conversion, while a month-to-month route can suit a team that values shorter commitment as its volume develops.
Build one 3× forecast for every vendor
Start with the number a vendor bills for, not a proxy that happens to be easy to export. If a vendor charges per event, use a full month of events sent to the MMP. If the price is per attributed install, use the install count credited to paid acquisition under that vendor's rules. If it is MAU-based, use the exact active-user or active-device number defined in the quote.
For each candidate, make a simple three-column forecast: current use, three times current use, and the resulting monthly cost. When the vendor offers tiered pricing, add a line for the first tier you cross. A forecast that applies today's unit rate to all future volume can understate the bill if the vendor changes the rate or commitment at a threshold.
Use one time period throughout the comparison. Convert annual commitments into a monthly equivalent for budget planning, while keeping the amount due and the contract length visible beside it. A $2,000 annual charge averages to about $166.67 a month across twelve months, but the cash commitment is still $2,000 for that year.
Read marginal rates as dollar steps
A marginal rate shows how much the bill changes after the included amount. On Airbridge's Core pricing page, each additional 10,000 data points costs $1 at the published $0.0001 rate. On Tenjin's pricing page, 100 conversions above the free plan's 2,000 monthly allowance cost $4; on a paid option, 1,000 conversions above its 10,000 allowance cost no more than $30 before the plan price.
Branch's app-ecosystem pricing post lists $5 per 1,000 MAU for apps over 10,000 MAU, so a 1,000-MAU increment at that stated rate adds $5. These dollar steps help forecast the cost of added usage; calculate the full bill by also applying the plan price, included quantity, and any tier boundary. Keep the base plan amount and the overage estimate on separate lines so the team can see how each part changes at three times volume.
What to request when the price page stops short
Send each vendor the same short brief. State your app's current monthly volume, your threefold estimate, the unit behind each count, and the months you want priced. Ask the vendor to return the calculation, not just a plan name or starting number.
- Billable unit: Is the charge based on app events, paid-attributed installs, conversion measurements, MAU, or another count? Define exactly what qualifies.
- Counting window: Does the allowance reset monthly, annually, or on another schedule? Which time zone and reporting date close the period?
- Included amount: How much usage is included at the quoted price, and does the allowance apply per app or account?
- Overage math: What is charged for each unit beyond the allowance? Does the rate apply to all volume after a threshold or only the units above it?
- Volume tiers: Where do price breaks begin, and what is the resulting price at current use and 3× use?
- Minimum and payment: What is the minimum bill, when is it charged, and is overage billed after use or prepaid?
- Contract path: Is the quote month-to-month or annual? What amount is committed, when can you cancel, and what happens when usage crosses a tier?
- Scope of the price: Which product capabilities, integrations, support, or add-ons are included in that exact amount?
Ask for a written example invoice for both volume cases. For example, “At 400,000 billable events per month, what is the monthly charge? At 1.2 million, what changes in the calculation?” This forces the vendor to state the unit, allowance, rate, and tier boundary in a format your team can check against its own logs.
If the price is custom, have the quote name the measurement unit and the period it uses. “Based on installs” needs the paid-attribution rule and the count window; “based on MAU” needs the user definition and month; “based on events” needs the event sources included. A clear definition keeps the next renewal conversation tied to the same meter.
Compare contract totals over the period you expect to use the MMP, not just the first month. A 30-day trial, a free threshold, and an annual discount can each lower an initial payment, but each works differently once acquisition scales. Record the one-time benefit separately from recurring charges, and compare each paid term at the expected 3× volume.
Before signing, save the vendor's unit definitions, tier schedule, estimate, and contract duration alongside your current-volume data. When paid spend rises, compare the next invoice with the forecast and explain any difference by unit count, tier, or add-on. That gives the team a clean answer when a campaign grows faster than the plan assumed.
FAQ
Which MMP publishes a bill I can calculate at three times event volume?
Airbridge Core publishes a monthly event formula: 500,000 data points included after the 30-day trial, then $0.0001 per additional data point, with one data point equal to one app-sent event. Tenjin also publishes a conversion allowance and marginal rate, while Branch publishes an MAU rate in an official post.
Is AppsFlyer's 12,000 free conversion offer monthly?
No. AppsFlyer describes the first 12,000 conversion measurements as a one-time offer for its Zero and Growth plans, so model recurring usage separately.
Can I compare an event price directly with an MAU price?
No. One active user can send multiple app events, and the number of paid-attributed installs follows attribution rules rather than an event count. Convert neither into the other; send each vendor the unit that its price uses.
What should I ask for if my MMP quote is custom?
A quote becomes comparable when it prices current and 3× usage on the same unit and time window, then states the allowance, tier math, overage, minimum, and contract term. For Branch's 8,000-to-24,000-MAU example, the posted $5-per-1,000 rate gives $120 if all 24,000 MAU are charged, or $70 if only the 14,000 above 10,000 are charged.
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