MMP for Small App: 5 Options for a Second App

A mobile measurement partner (MMP) helps measure campaign performance across media sources and attribute conversions to those sources, as explained in AppsFlyer’s MMP definition. If your current plan does not cover the second app, Firebase Analytics, Kochava, Tenjin, and Airbridge Core serve different jobs, from app-usage reports to paid-install attribution.

What to check before you pick a setup

Write down the decisions this app has to support before comparing plans. A consumer subscription app might need to know which ad campaigns produce attributed installs, which installs start a trial, and which trials become paying subscribers. An AI app might also need events for activation, feature use, and subscription purchase.

Check five things against the current account terms and each candidate’s published plan:

1. App entitlement: Does the plan cover this app’s store listing and its app identifier, or does the provider charge for another app?
2. Channels: Does attribution cover the exact paid networks you use, such as Google Ads, Meta, Apple Ads, or TikTok?
3. Events and reports: Can you report the events that determine whether this app earns its ad spend, including trial starts and purchases?
4. Usage unit: Does the bill depend on attributed installs, conversions, data points, monthly active users, or another unit? Estimate the new app’s use and any overage.
5. Data and access: Can the second app keep its events and reports separate while using the account, team access, and exports you need?

A mobile attribution setup connects paid-ad activity with app installs and later in-app events. That distinction helps clarify the choice: app analytics can answer what users do inside the app, while paid attribution helps connect acquisitions to campaigns.

Five options for the second app

1. Reuse the MMP on your main app

Reuse it when your current plan or contract explicitly covers the new app, includes your needed paid channels and event reports, and keeps the combined usage within a budget you accept.

Ask the provider to confirm the app entitlement, any added fee, the usage pool or cap, and how the new app’s data appears in reports. Confirm that the app can have its own SDK configuration and event names while remaining available to the same team. If your existing subscription is limited to the main app, or if adding the new app changes the bill enough to undermine the project, compare a separate setup instead.

This option is especially useful when the main app and new project share an acquisition team and reporting needs. It avoids adding another vendor workflow, but the existing contract, not the company’s account name, determines whether the new app is covered.

2. Use Firebase Analytics for app behavior

Firebase Analytics fits a project whose first questions are about user activity: how often people open the app, which events they trigger, and how engagement changes. Google Analytics reports for linked apps show event counts and users per event, conversion events, audiences, engagement, and revenue summaries, according to Google’s Firebase Analytics documentation.

You can also log custom events for actions such as onboarding completion, an AI feature request, a trial start, or a subscription purchase. An app can log up to 500 different Analytics event types, with no limit on total event volume, per Google’s event documentation. Build around the events that answer a product question, then review those reports before adding tools for questions you do not yet need to answer.

For example, Firebase events can show whether new users reach the paywall; identifying which ad campaign brought paying subscribers calls for campaign-attribution coverage.

3. Consider Kochava for paid attribution

Kochava is a candidate when this app needs install attribution and standard post-install events, with the option to add wider reporting as the project grows. Kochava’s free-plan pricing includes install and standard post-install event tracking, paid-media attribution through self-attributing networks, owned-media attribution, summary performance reports, and SmartLinks for deep links and QR codes.

Kochava plans starting at $500/month include custom post-install events, paid attribution for all integrated partners, media-cost aggregation, and row-level reporting. That distinction matters if the project needs to inspect campaign-level results or build a richer subscriber funnel from custom events.

Kochava’s Free App Analytics page lists support for Apple’s AppTrackingTransparency framework and privacy-measurement tools.

4. Consider Tenjin for a small game

Tenjin is a candidate when the second app is a mobile game or a paid-acquisition experiment with a modest monthly install volume. Tenjin’s mobile attribution page describes channel and install measurement. Its pricing page says the free plan is designed for small, independent developers, while a Tenjin article describes its MMP as built for gaming studios and app teams. Tenjin’s attribution model awards an install to the last ad a person clicked or viewed before installing; its mobile attribution overview also lists support for Apple’s SKAdNetwork.

Tenjin’s pricing page offers small teams an All-Inclusive Free plan at $0 per month, with 2,000 free conversions per month and a $0.04 charge for each additional conversion. Tenjin defines a conversion for its paid plans as a mobile app install attributed to a paid user-acquisition campaign. That gives a small game team a concrete way to estimate costs: forecast paid attributed installs, then compare the monthly total with the plan’s included conversions and overage.

The same install-volume calculation can help a non-game app budget paid acquisition. A subscription or AI app should weigh Tenjin’s acquisition counts against whether the reports it needs cover trial starts and paid subscriptions.

5. Choose Airbridge Core for a small subscription app

Airbridge Core fits a small subscription or AI app buying ads on Meta Ads, Google Ads, Apple Ads, or TikTok when the team needs paid attribution and revenue and funnel reports. That combination suits a founder who needs to connect campaign acquisition with subscription outcomes rather than review app activity alone.

Airbridge Core starts with a 30-day free trial, then $40+/mo, with 500,000 data points included and a charge of $0.0001 per additional data point, per the US pricing details. Core has no annual contract and can be canceled anytime. The usage-based overage gives a small app a clear starting budget while leaving room for actual measurement volume.

For example, if a Core account records 600,000 billable data points in a month, the 100,000 above its included allowance add $10, putting the monthly total at $50+ at that volume. Use the account’s expected data-point count to estimate cost, including only events that the team will use to make decisions.

A practical decision for this project

If the current MMP plan covers the second app and gives you the campaign, trial, and purchase reports at an acceptable combined usage cost, reuse it. If the work is limited to app behavior, start with Firebase Analytics. If the app needs paid-install attribution, compare Kochava’s listed event and report tiers or Tenjin’s free conversion allowance for a game. For a subscription app on one of Airbridge Core’s listed networks that needs revenue and funnel reports, its trial and $40+/mo starting plan offer a separate route without an annual contract.