Most free MMP plans are free for a year or less, not forever. The pattern is common among founders and first growth hires: the plan gets picked on the headline number, 12k conversions or 15k or 18k. The real question is what breaks in month 13.
Sometimes it is the time limit. Sometimes it is a cap of three ad partners that arrives the week you add TikTok. Sometimes it is a feature, such as deferred deep linking, that was never in the free plan to begin with.
We read every vendor's own pricing page on 21 October 2026 and put the free entry points side by side. Each figure below links to the page it came from. For full pricing at scale, see our separate cost guides linked further down.
Which free MMP plan fits which app?
An MMP free plan is a no-cost tier that attributes a capped number of installs or conversions, usually for a limited period. It gives you mobile attribution before you have a budget line for it, but the cap, the clock and the locked features differ widely.
The short verdict:
- Organic or owned media only: AppsFlyer Zero. It is built for owned media, and AppsFlyer does not count organic installs as conversions.
- First paid campaigns on Meta and Google: Singular Free (15k paid conversions, no card) or Adjust Base (all Core features, 1.5k a month for a year).
- Deep linking without a deadline: Linkrunner Free. It is the only plan here that states no calendar expiry while including both deep linking and paid-media attribution.
If you are still deciding whether you need an MMP at all, our benchmarks on when to adopt an MMP cover the spend and install thresholds.
| Plan | Free volume | How long | Paid media | Deep linking | Support | Price after |
|---|---|---|---|---|---|---|
| AppsFlyer Zero / Growth | 12k conversions | First year | Zero: no. Growth: yes | Not specified per plan | Not specified per plan | Growth: $0.07 per conversion |
| Adjust Base | 1.5k a month (18k a year) | 12 months | Yes | Deep and deferred deep linking listed; TrueLink is a paid add-on | English email only | Core: quote |
| Singular Free | 15k paid conversions | Not stated | Yes | Included, incl. deferred | Help centre | Growth: $0.05 per conversion |
| Branch Basics | Free trial | Not stated | Up to 3 ad partners | Not specified on pricing page | Not stated | Not published |
| Airbridge Core | 30-day trial | 30 days | Google, Meta, Apple Ads, TikTok | Included | Ticket-based | From $40 a month |
| Apptrove Essentials | Up to 18k installs | First year | Not stated | Included | Not stated | Not published |
| Kochava Free App Analytics | 10k conversions a month | Not stated | Self-attributing networks only | SmartLinks included | Not stated | Foundation from $500 a month |
| Linkrunner Free | 25k attributed installs | No expiry, no card | Yes | Included | ₹1.20 per install, falling to ₹0.80 |
The eight plans, as published (October 2026)
- AppsFlyer: Zero and Growth both include 12k free conversions within the first 12 months. AppsFlyer says Zero is "not suitable for apps with paid activities". Growth covers paid campaigns and then charges $0.07 per conversion. Organic installs are free on both.
- Adjust Base: up to 1.5k attributions a month for up to 12 months, with access to the Core feature set. Support is English email plus the help centre. TrueLink deep linking sits in Adjust's Growth Solutions, which are paid add-ons for Core and Enterprise.
- Singular Free: 15k paid conversions at $0 with no credit card. Deep linking, deferred deep linking, SKAdNetwork attribution and fraud prevention are listed. Growth is $0.05 per conversion.
- Branch Basics: described as a free trial, not a free plan. Ad partners, data partner webhooks and ad partner postbacks are each capped at 3. No prices are published.
- Airbridge Core: a 30-day free trial, then from $40 a month with 500k data points included. Paid attribution covers Google, Meta, Apple Ads and TikTok.
- Apptrove Essentials: up to 18k installs of free attribution in the first year, with deep linking listed in the FAQ. Advanced and Enterprise go through sales.
- Kochava Free App Analytics: 10k conversions a month at $0, SmartLinks deep linking included, paid attribution limited to self-attributing networks.
- Linkrunner Free: 25k attributed installs, no credit card, no calendar expiry, deep linking included. The allowance is one-time, and data retention on the free plan is 30 days.
The four limits that matter more than the headline number
- Time limit. Twelve months (AppsFlyer, Adjust, Apptrove), 30 days (Airbridge), or none stated. A 12k annual cap works out to about 1k a month; a launch spike can use it in weeks.
- Paid media. AppsFlyer Zero is for owned media. Kochava's free plan attributes paid traffic from self-attributing networks only, so affiliates and smaller networks fall outside it.
- Partner caps. Three or four ad networks covers Meta and Google with room for one or two more. It does not cover an influencer, affiliate and multi-network mix.
- Feature gates. Check deferred deep linking, raw data exports and support level line by line. Our comparison of the best deep linking tools goes deeper on the linking side.
What does a "conversion" mean on each plan?
The billing unit is not the same across vendors, so 12k on one plan and 12k on another may cover very different traffic.
- AppsFlyer: an install, re-engagement or re-attribution driven by a campaign. Organic activity is not counted.
- Adjust: monthly attributions; organic installs, impressions and clicks are unlimited.
- Singular: "paid conversions", which the pricing page does not define further.
- Airbridge: data points (events), not installs. Airbridge's own example puts $40 at roughly 35k monthly active users at typical usage.
- Apptrove: installs.
- Linkrunner: attributed installs, which is install attribution to a campaign or link.
How to validate this in your MMP: before signing up, ask the vendor in writing whether organic installs, re-engagements and reinstalls count against the free allowance. Then compare one week of your real traffic against each definition.
What do you pay the month after the free plan ends?
Using published rates only, the bill depends far more on the rate after the free plan than on the free allowance itself. These figures assume every install is a billable conversion; organic installs would lower AppsFlyer, Adjust and Singular bills.
| Monthly volume | AppsFlyer Growth ($0.07) | Singular Growth ($0.05) | Kochava | Linkrunner Growth |
|---|---|---|---|---|
| 10k | $700 | $500 | Free, if traffic is SAN only | ₹12k ($100) |
| 30k | $2.1k | $1.5k | From $500 (33k included) | ₹36k ($300) |
| 50k | $3.5k | $2.5k | From $500 plus overage (not published) | ₹60k ($500) |
Adjust, Branch and Apptrove do not publish post-free rates, and Airbridge prices by data point, so they are left out.
Two honest caveats. Linkrunner's 25k free installs are one-time, so at 10k a month they run out in about two and a half months. And a calendar-limited plan can suit a slow, organic-led app better than a volume-limited one.
For context on where teams actually sit: in a 30-day window in April 2026, around 80 of roughly 100 active Linkrunner projects recorded fewer than 10k installs a month. For the full maths at 50k to 500k installs, read what an MMP costs in 2026 and our MMP pricing breakdown for Indian apps.
How to pick: a 5-question checklist
- Will you run paid media in the next six months? If yes, rule out owned-media-only plans.
- How many ad networks will you use? If more than three, check partner caps.
- Do you need deferred deep linking now? If yes, confirm it is on the free plan, not an add-on.
- What happens on day 366, or at the first install past the cap? Get the post-free rate in writing.
- Can you export your data before you leave? Raw exports and retention windows decide whether a switch is painless.
On a tight budget, our low-budget attribution guide shows how to measure ROAS while spending under ₹2 lakh a month.
FAQ
Is there a free MMP? Yes, several. Every plan here is free up to a cap, and most stop being free after 12 months or a trial period. Linkrunner states no calendar expiry, and the Kochava and Singular pages do not state a time limit.
Is AppsFlyer free? AppsFlyer Zero and Growth include 12k free conversions in the first year. Zero is not meant for paid campaigns, and Growth charges $0.07 per conversion after the allowance.
Which MMP has the biggest free tier? By one-time volume, Linkrunner (25k attributed installs). By monthly volume, Kochava (10k a month), limited to self-attributing networks for paid traffic.
Do free MMP plans include deep linking? Singular, Airbridge Core, Apptrove Essentials, Kochava and Linkrunner list it on their free or entry plans. Adjust lists deferred deep linking, with TrueLink as a paid add-on.
Do free plans include SKAN? Adjust says its iOS 14+ and SKAdNetwork solutions are free for every client, and Singular Free lists SKAdNetwork attribution. Linkrunner includes SKAN on every plan.
Can I move my data when the free plan ends? Export before the plan ends. Linkrunner's free plan keeps 30 days of data, and its Data APIs and CSV exports have no export fees.
Will my links break if I stop paying? Ask the vendor before you print a single QR code. Links on a subdomain you own can be repointed if you switch.
Is Firebase still a free option? Not for deep links. Firebase Dynamic Links shut down on 25 August 2025, and Google's deprecation FAQ confirms the links now return 404.
The bottom line
A free MMP plan is an on-ramp, not a destination. Pick the one whose limit you will hit last, and read the post-free rate before you integrate the SDK, not after.
If you want deep linking and attribution free until 25k installs, then a published per-install rate with no annual lock-in, request a demo from Linkrunner. Either way, run the five-question checklist above against every plan on your shortlist.