Most app teams can tell you their Meta CPI to two decimal places but cannot tell you what they pay to measure that CPI. At scale, the tool that measures your marketing quietly takes 5 to 10 per cent of the marketing budget, and almost no vendor publishes the number. This is what an MMP actually costs in 2026, and where the bill hides.
What Does an MMP Cost?
A Mobile Measurement Partner (MMP) charges to attribute your installs and in-app events to the channels that drove them. Cost lands one of four ways, and knowing which model a vendor uses tells you more than any sticker price.
Per attributed install: you pay a small fee for each install the platform attributes, often tiering down with volume. Predictable, and it scales with the thing you actually care about.
MAU plus events: priced on monthly active users and event volume. Costs can climb as your app succeeds, sometimes faster than your revenue.
Tracked conversions: priced on the conversions measured, which blends install and post-install events into one meter.
Flat tiers: a fixed band price for a usage range, simple until you cross a threshold.
At a mid-scale app doing around 100k installs a month, legacy MMPs commonly land in the Rs3 to 8 lakh per month range once events, seats, and add-ons are included. Newer per-install platforms sit far below that. The spread is wide enough that the pricing model, not the discount you negotiate, is usually the bigger lever.
Why MMP Pricing Is So Hard to Compare
Most incumbents do not publish prices. You book a demo, share your volumes, and receive a custom quote, which makes apples-to-apples comparison almost impossible and puts the burden of proof on you.
- Quote-only pricing means two similar apps can pay very different rates for the same product.
- Bundled tiers hide which capabilities you are actually paying for.
- "Contact sales" for anything past the entry tier slows every evaluation down.
The teams who get this right force the comparison onto a single axis: total annual cost at their real install and event volume, including the extras below. Our 15 questions to ask in MMP demos exists to pull those numbers out of a sales call.
What Each MMP Costs at 50k, 100k and 500k Installs
The table below compares the major platforms by pricing model. Treat competitor figures as directional and verify against each vendor's current terms; only Linkrunner's rates are published and fixed.
| Platform | Model | Entry pricing | Notes |
|---|---|---|---|
| AppsFlyer | MAU + events, quote-only | Custom | Largest integration ecosystem; costs rise with events and seats |
| Adjust | Flat tiers, quote-only | Custom | Transparent-ish flat model; strong iOS developer experience |
| Singular | Tracked conversions + spend data | Custom | Cost aggregation plus creative ROI in one dashboard |
| Branch | Deep-linking core, MAU-based | Free tier, then custom | Deep linking is the core; attribution is an add-on |
| Linkrunner | Per attributed install, published | $0.010 down to $0.007 | 25k free installs, postpaid, no annual lock-in |
Linkrunner's per-install pricing is public: 25,000 attributed installs free to start, then $0.010 per install up to 50k a month, $0.009 to 100k, $0.008 to 500k, and $0.007 beyond. At roughly 100k installs that is about $900 a month, against the Rs3 to 8 lakh legacy band. Matiks, scaling from around 65k to 108k monthly installs, cut Meta CPI from about Rs22 to Rs12 over three months on that model; Jumbo Gaming has tracked over $1M in revenue through it.
The Hidden Costs Most Teams Miss
The headline rate is rarely the real bill. Five extras do most of the damage:
- Seat limits. Per-seat pricing means your agency, analyst, and finance reviewer each cost extra. Unlimited seats should be the default, not a premium.
- Export and API fees. Some platforms charge to get your own raw data out. Paying to access your data is a red flag worth catching in the contract review.
- Overage rates. The price past your tier is often the price that matters. A cheap base with punitive overage is a trap for a growing app.
- Deep linking sold separately. When deep linking is a second product with its own bill, you pay twice for what should be one platform.
- Engineering time. A multi-week SDK integration is a real cost. A migration that takes days rather than weeks pays for itself.
How Much of Your Budget Should Measurement Be?
A useful rule of thumb: if measurement is eating more than 5 to 10 per cent of total marketing spend, the pricing model, not your usage, is the problem. The no-MMP tax works the other way too, quantifying what teams lose in wasted spend without clean attribution. The right target is the narrow band where measurement is cheap enough to keep and good enough to trust.
When Free Tiers and DIY Attribution Stop Working
Early on, UTMs, ROAS math in a spreadsheet, and a free tier are enough. They stop working at a predictable point: multiple paid channels, SKAN on iOS, and the first time two dashboards disagree on the same campaign. Our budget-and-scale benchmarks show where that line usually falls, and the build-versus-buy math shows why in-house rarely comes out cheaper once maintenance is counted.
India and Tier-2 Traffic: Where Legacy Pricing Breaks
For India-heavy apps, two things make legacy pricing especially painful: rupee budgets meeting dollar-denominated enterprise quotes, and high-volume, lower-value tier-2 installs that inflate a per-MAU or per-event bill without adding matching revenue. A per-install model priced in the currency you spend in, with local support, changes the maths. This is the core of Linkrunner's India-first position, and the reason legacy pricing models struggle hardest with tier-2 traffic.
FAQ
How much does an MMP cost per install?
Published per-install rates run from roughly $0.007 to $0.012 depending on volume and vendor. Most legacy MMPs do not publish a per-install rate at all and price on MAU plus events instead, which is why quotes vary so widely.
Why won't most MMPs show their pricing?
Quote-only pricing lets vendors price each account differently based on your volumes and negotiating position. It is common in enterprise software, but it makes fair comparison hard and favours the vendor.
Is a cheaper MMP less accurate?
No. Price reflects the pricing model and go-to-market, not measurement quality. Deterministic attribution, SKAN support, and fraud protection are table stakes across serious MMPs regardless of price.
What should measurement cost as a share of my budget?
As a rule of thumb, keep it under 5 to 10 per cent of total marketing spend. Above that, look at the pricing model rather than trying to negotiate the rate down.
Work Out Your Own Number
The honest answer to "what does an MMP cost" is "at your volumes, here is the annual figure, extras included." Run yours through the MMP cost calculator to see the total against the legacy band, then pressure-test any quote with the demo questions above. If you want the transparent version to compare against, Linkrunner's pricing is published in full, or you can request a demo.