How agencies should choose an MMP for client work
How an agency should pick an MMP for client apps: one login across clients, client-set permissions, credit for agency campaigns, seats, cost and reporting.
Pick the MMP your clients can live with and you can work in: one login across every client, permissions the client sets, campaigns you build credited to you, enough seats for your team, and costs you can explain. Check each point in the vendor's own agency documentation, not the sales deck.
What makes an MMP work for an agency?
An agency-ready MMP is one where a client can let an outside team run campaigns in its account, see the right data and get credit for its work, without handing over the keys to everything else.
Agency access: the way an MMP lets a third party into a client's account. Some vendors have a dedicated agency account or workspace; others simply add the agency's people as users in the client's account.
The client usually owns the account and the agency works inside it, so the question is which MMP lets you work well across many clients. The case for keeping the account client-owned is set out in this piece on client-owned MMPs.
The six questions to ask any MMP
Ask each vendor these, and ask for the help-centre page that answers them.
- Can one login reach every client? A dedicated agency account or workspace saves your team from juggling one login per client. AppsFlyer's agency account lists up to 1,000 client apps, Singular's Agency Account gives one login to selected agencies, and Adjust lets one login switch between client accounts.
- Does the client control what we see? You want the client to be able to say yes. Granular scopes (screens, networks, revenue) make that easier for a cautious finance or legal team.
- Are the campaigns we run credited to us? If agency traffic is not tagged to the agency, you cannot prove your results. The mechanics differ by vendor; see the agency attribution guide.
- How many seats do we get? Agencies rotate people across accounts. A per-seat cap means asking the client for more seats every time someone joins.
- What does it cost, and who pays? Some vendors document that the agency account is free and the app owner pays for attribution. Others do not say.
- What can we report on? Cost, ROAS and cohort views are often the first things restricted for agencies.
How the eight main MMPs answer
The full grid with a source for each cell is on the agency MMP comparison. In short:
| MMP | Agency access | Credit for agency campaigns | Seats |
|---|---|---|---|
| Adjust | Users inside each client account | Not documented | No cap stated |
| Airbridge | Agency organisation role | Data from agency-created links | Not documented |
| AppsFlyer | Dedicated agency account, free | af_prt agency ID | Not documented |
| Branch | Agency view with its own users | Agency ID on agency links | Not documented |
| Kochava | Agency setting, no extra cost | Agency trackers tagged | Not documented |
| Linkrunner | One workspace for every client | Agency-created campaigns credited | Unlimited on every plan |
| Singular | Agency Account, selected agencies only | Agency ID on agency links | Not documented |
| Tenjin | Agency role in client organisation | Not documented | Unlimited users |
"Not documented" means the vendor's own pages did not say, not that the feature is missing. Ask.
Limits that matter most to agencies
The documented limits below are the ones that change what an agency can deliver:
- AppsFlyer: agencies cannot see Google Ads or X Ads cost, and cannot access raw data for Meta ads or X Ads traffic. Custom dashboards and Pivot are not available to agency accounts.
- Singular: the Agency Account has no cost, ROI, ROAS or SKAdNetwork reporting. The workaround is the advertiser sharing reports or giving restricted user access.
- Adjust: there is no agency attribution field in the documentation, so you rely on link-level or keyword-scoped access to see your own campaigns.
- Airbridge: without a channel filter set by the client, an agency can see other agencies' campaign data. The agency settings are marked beta.
If cost and ROAS drive your client reports, weigh these above any feature list.
Cost: what the agency pays and what the client pays
Pricing for agency work usually lands on the client, because attribution is billed on the client's app:
- AppsFlyer documents that agency accounts are free and only app owners are charged for attribution.
- Kochava states that an agency account incurs no additional cost.
- Adjust, Branch, Singular, Airbridge and Tenjin do not document who pays for agency access.
If you are recommending a vendor, it helps to understand how MMP pricing models differ, per install versus per conversion.
A shortlist in three steps
- Rule out by need. Tick what your agency cannot work without in the agency fit tool, which scores each MMP on what it documents.
- Check the vendor page. Each vendor profile lists how access works, what the client controls and the sources.
- Run the access checklist with one client. Use the client access checklist on a live account before you standardise on anything.
Red flags in a vendor conversation
- "Agencies just get an admin login." That gives you more than the client should grant and leaves no record of which campaigns were yours.
- No written answer on who pays for the agency account.
- A white-label dashboard promised in the call but not in the documentation. None of the agency pages we read describe white-label client dashboards.
Questions
Should the agency or the client own the MMP account?
The client, in most cases. The data describes the client's users and the contract usually outlives any one agency relationship, so a client-owned account with agency access is the safer default for both sides.
Which MMP is cheapest for an agency?
The agency often pays nothing for access: AppsFlyer documents a free agency account and Kochava an agency account at no extra cost. The real cost sits with the client's attribution plan, so compare the client's bill rather than the agency's.
Can one agency login cover all our clients?
On several MMPs, yes. AppsFlyer has a dedicated agency account and Linkrunner a single agency workspace; Adjust lets one login switch between client accounts, and Singular's Agency Account does this for selected agencies only.
Do MMPs offer white-label client dashboards for agencies?
None of the agency documentation we read describes white-label dashboards. Agencies usually export the data the client has allowed into their own reporting tool, so check that export is a permission the client will grant.
What should an agency check before recommending an MMP to a client?
Check the six questions above in the vendor's documentation: multi-client login, client scopes, agency credit, seats, cost and reporting limits. Then trial the access flow with one client before rolling it out.
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.
More guides
- 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.