Also known as: MMP, Mobile Attribution Provider
A Mobile Measurement Partner is a third-party attribution service that tracks which marketing source drove an app install and the in-app actions that follow. It is the mobile equivalent of a web tracker, solving attribution inside the broker's trading app.
The broker integrates the MMP's SDK into its trading app and gives each partner an attribution link that routes through the MMP. When a user taps the partner's link and installs the app, the MMP matches the install back to that click using device signals and deterministic identifiers, then records the media source. As the user opens an account and makes a first deposit, the app fires those in-app events to the MMP, which ties them to the same install.
This lets the broker credit the partner for an install-driven FTD that no web pixel could ever see, because the whole journey happens inside the app. For the partner, it means app-install campaigns become measurable and payable. The catch is that the link must be set up as a tracked media source before spend starts, or the installs arrive unattributed and unpaid.
The broker embeds the MMP's SDK inside its trading app.
The partner receives an MMP tracking link set as a named media source.
A tap on the link leads to an app-store install of the broker app.
The MMP matches the install to the click and records the source.
Registration and first deposit are sent to the MMP as in-app events.
The broker pays the partner for the attributed install-to-deposit journey.
Why it matters for partnership: As brokers push clients to trade on mobile, partners driving app installs need MMP attribution to get paid for them. Without an MMP, an install-to-FTD journey inside the app is a black box and the partner's contribution goes uncredited.
An affiliate promotes a broker's trading app. The broker uses AppsFlyer, so when a user installs and funds via the affiliate's link, AppsFlyer attributes the install and the broker credits the FTD.
| Attribute | Mobile Measurement Partner | Web affiliate tracker |
|---|---|---|
| Attributes | App installs and in-app events | Web clicks and browser conversions |
| Signal used | Device IDs and SDK events | Cookies, click IDs and postbacks |
| Best for | App-install-driven traffic | Web landing-page traffic |
If your traffic is app-install-driven, confirm the broker has an MMP integrated and that your link is set up as a tracked media source before you spend.
Running app-install campaigns for a broker that has no MMP, so none of your installs can be attributed or paid.
AppsFlyer, Adjust and Branch are the main providers used across app marketing.