Guides for agencies using MMPs
Choosing an MMP, client permissions and agency credit, written for agency teams.
Three working guides for agency teams: how to choose an MMP for client work, what access to ask a client for (and what to leave off), and how to make sure the campaigns you run are credited to your agency.
Which guide do you need?
- How agencies should choose an MMP for client workHow an agency should pick an MMP for client apps: one login across clients, client-set permissions, credit for agency campaigns, seats, cost and reporting.
- Client access and permissions checklist for agenciesWhat an agency should ask a client to grant in their MMP, what to leave switched off, and how the main MMPs name each permission. A kick-off checklist.
- Agency attribution and credit for the campaigns you runHow agencies get credit for installs from the campaigns they run: AppsFlyer af_prt, Branch agency IDs, Kochava agency trackers and Singular agency links.
Questions
What is an MMP?
A mobile measurement partner (MMP) is the tool an app uses to record which ad, link or campaign led to each install and in-app event. Agencies work inside the client's MMP to build tracking links, read results and prove which campaigns they ran.
How do agencies manage reporting for multiple clients?
Most agencies use one MMP login that switches between clients, then export the data each client allows into their own reporting. Linkrunner, AppsFlyer and Singular document a single agency login across clients; Adjust lets one login switch between client accounts.
Can an agency get a white-label client dashboard from an MMP?
None of the agency documentation we read for the eight MMPs describes a white-label client dashboard. Agencies usually build client reports from exported data, so check that export is a permission the client will grant.
Who usually pays for the MMP in an agency relationship?
Usually the client. AppsFlyer documents that agency accounts are free and app owners pay for attribution, Kochava that an agency account costs nothing extra, and on Linkrunner most agencies let the client own the billing account.
Why does agency credit matter?
Without an agency tag, installs from your campaigns appear only under the ad network, and nobody can separate your work from the client's or another agency's. Credit is what lets you report results and defend your fee.