MMP evaluation checklist

65 questions to put to every mobile measurement partner on your shortlist, from attribution and SKAN to pricing and migration. Ask each vendor the same questions and get the answers in writing.

Updated 22 Oct 2026

Vendor scorecard12 sections · 65 questions
SectionABC
  • Attribution and data accuracy
  • iOS privacy: SKAN, AdAttributionKit and ATT
  • Deep linking
  • Fraud
  • Ad network and tool integrations
  • Data access: APIs, webhooks and exports
  • Analytics
  • Security and compliance
  • Pricing model
  • Support and onboarding
  • AI and agent readiness
  • Migration
Weighted score88%67%63%
Met Partly met Not met or on the roadmap

1. Attribution and data accuracy

Whether the install counts you report are ones you can defend.

  1. Q1Which signals match an install to a touchpoint, when is IP and user-agent matching used, and how does that differ by platform?
  2. Q2Can you set click and view-through lookback windows per network, and what are the defaults?
  3. Q3How are organic installs, reinstalls and re-engagements separated, and which of them are billed?
  4. Q4How does the vendor explain gaps against Google, Meta and Apple Ads reporting, and are known discrepancies documented?
  5. Q5Can you look up why a single install was attributed to a given network?
  6. Q6Is there a view beyond last click, such as multi-touch or assisted conversions?

2. iOS privacy: SKAN, AdAttributionKit and ATT

How much of your iOS spend you can still measure without consent.

  1. Q7Does the vendor receive SKAN postback copies and show them in a dedicated report?
  2. Q8Who builds the conversion value schema, and can you map events and revenue ranges to fine and coarse values per network?
  3. Q9Is AdAttributionKit supported today, on which iOS versions, and are postbacks verified against Apple's keys?
  4. Q10How is the IDFA handled when a user declines ATT?
  5. Q11Which SKAN versions are supported now, and which are on the public roadmap?

3. Deep linking

Whether links survive stores, in-app browsers and a change of vendor.

  1. Q12Are deferred deep links supported on Android and iOS, including after a fresh install from the store?
  2. Q13Does the vendor host the apple-app-site-association and assetlinks.json files on your branded link domain?
  3. Q14How do links behave inside Instagram, Facebook and LinkedIn in-app browsers?
  4. Q15Can you create, edit and delete links by API, and what is the rate limit?
  5. Q16Are QR codes, referral links and custom store listings included or sold separately?
  6. Q17What happens to live links and branded domains if you downgrade, stop paying or leave?

4. Fraud

What the vendor catches, and what it does once it catches something.

  1. Q18Which fraud types are detected: click injection, click flooding, install hijacking, SDK spoofing, data-center and Tor traffic?
  2. Q19Can you write your own rules and preview their impact on past traffic before turning them on?
  3. Q20Does a flagged install stay in reporting totals and billing, and can its postbacks be withheld from networks?
  4. Q21Is fraud protection included in your plan or a paid add-on?
  5. Q22Are SDK requests signed so spoofed installs can be told apart from real ones?
  6. Q23Can affiliates see why a conversion was rejected?

5. Ad network and tool integrations

Whether the vendor fits the media plan and stack you run today.

  1. Q24Is every network on your current and planned media plan integrated, including newer ones such as Reddit, LinkedIn and ChatGPT Ads?
  2. Q25Is spend imported automatically, how often, and down to which level: campaign, ad set, creative or keyword?
  3. Q26Does it send postbacks to each network with your own event mapping and revenue, and can you see delivery logs?
  4. Q27Which analytics, engagement and subscription tools receive attribution data without custom code?
  5. Q28Are affiliate server-to-server clicks and postback templates supported?

6. Data access: APIs, webhooks and exports

How easily your own data leaves the dashboard.

  1. Q29Can you get user-level data by export, API, webhook and warehouse delivery, and which of those cost extra?
  2. Q30Are webhooks available on your plan, and for which events?
  3. Q31How far back can one export go, and how are large exports delivered?
  4. Q32What are the rate limits on the reporting and data APIs?
  5. Q33Can you send events and revenue server to server, or integrate without an SDK?

7. Analytics

Whether the dashboard answers campaign-review questions without a spreadsheet.

  1. Q34Can you see ROAS by campaign, ad set, creative and keyword next to spend?
  2. Q35Are cohorts, D1 to D30 retention and LTV available out of the box?
  3. Q36Which revenue windows are reported, for example D0, D7 and D30?
  4. Q37Can you build custom metrics and funnels without SQL?
  5. Q38Can you inspect raw in-app events to debug an integration?

8. Security and compliance

What your security review and legal team will ask for.

  1. Q39Which certifications are current, such as SOC 2 Type II and ISO 27001, and is there a trust center you can review?
  2. Q40Which processing documents, privacy controls and sub-processors can our legal team review?
  3. Q41Where is data hosted, and can you run the platform in your own cloud?
  4. Q42Is there an audit log of every change, including changes made by API keys and AI agents?
  5. Q43Which roles, SSO options and agency scoping are available, and are seats limited?
  6. Q44How are consent signals handled: Google DMA consent, TCF strings and PII hashing?

9. Pricing model

What the bill looks like at today's volume and at twice today's volume.

  1. Q45Are you billed per attributed install, per conversion (installs plus in-app events), or per seat?
  2. Q46What does the free tier include, and does it exclude apps with paid activity?
  3. Q47Which features are add-ons: fraud protection, raw data, audiences, API access?
  4. Q48Is there an annual commitment or minimum, or can you pay monthly as you go?
  5. Q49Are re-engagements and re-attributed installs billed?
  6. Q50What is the quoted price at your volume in twelve months, and at two and five times that?

10. Support and onboarding

Who you reach when postbacks stop on a Friday night.

  1. Q51Which support channels come with each plan: email, Slack, WhatsApp?
  2. Q52Who answers: the engineers who build the product, or a tiered support desk?
  3. Q53Is hands-on help with SDK integration and testing included?
  4. Q54Are the docs public and current, and how often does the product ship changes?
  5. Q55Is an SLA available, and on which plan?

11. AI and agent readiness

Whether your team and its AI tools can work with the data directly.

  1. Q56Is there an MCP server, is it live or in beta, and which actions can it read and write?
  2. Q57Can an assistant answer questions over your data, and does it show where each figure came from?
  3. Q58Do changes proposed by an AI need approval, and are they logged?
  4. Q59Are the docs machine-readable, for example through llms.txt?
  5. Q60Are there agent skills or guides for integrating the SDK with AI coding tools?

12. Migration

How you switch without losing a week of campaign data.

  1. Q61Can the new SDK run alongside your current MMP before cutover?
  2. Q62Do postback templates accept your current vendor's parameter names, so partners change as little as possible?
  3. Q63Which existing links and domains can move, which URLs must be replaced, and what happens to printed QR codes?
  4. Q64What happens to historical attribution data from your current vendor?
  5. Q65Who on the vendor side owns the migration, and what does the cutover plan look like?
Using the checklist

Compare vendors on the same terms

Score every answer the same way

Ask for written answers with a documentation link for every yes, then mark each one met, partly met or not met.

FraudQuestion 3 of 6

What happens to a flagged install: removed from reports, tagged, or its postbacks withheld from the network?

  • Vendor ADocs linked
    MetPartly metNot met
  • Vendor BDocs linked
    MetPartly metNot met
  • Vendor CRoadmap only
    MetPartly metNot met

Test on live campaigns before you sign

Run the shortlisted SDK next to your current MMP on the same campaigns and compare installs by network.

  1. SDK added
  2. Events mapped
  3. Links moved
  4. Parallel run
  5. Switch
Installs by networkSame 14 days
NetworkCurrent MMPLinkrunnerGap
  • Meta6,2146,180-0.5%
  • Google Ads4,8704,902+0.7%
  • Apple Ads1,1061,098-0.7%
  • TikTok942951+1.0%
  • Organic3,3883,402+0.4%
  • Total16,52016,533+0.1%

How Linkrunner answers

Growth teams switch to Linkrunner from AppsFlyer, Adjust and Branch. Short versions of our answers are below; the full, side-by-side version is in Linkrunner vs AppsFlyer and the AppsFlyer alternative guide.

Attribution
Deterministic first: Google Play Install Referrer, ad click IDs such as gclid and fbclid, device IDs where the user allows it, and Apple AdServices for Apple Ads. IP and user-agent matching only when no deterministic signal exists.
iOS
A SKAN 4 dashboard and conversion value mapping for Google and Meta, plus AdAttributionKit on iOS 17.4 and later.
Fraud
Fraud Control is included on every plan, with templates, plain-English rules and an impact preview. It tags suspicious installs and can withhold postbacks; reporting totals and attributed-install billing remain.
Data access
Webhooks, Reporting and Data APIs, CSV exports and an MCP server for AI assistants. Warehouse delivery on request.
Pricing
The first 25,000 attributed installs are free. Published rates then start at $0.012 per attributed install, billed monthly with no annual lock-in. Re-engagements are free; re-attributed installs are billed.
Security
SOC 2 Type II and ISO 27001:2022, a public Trust Center and a customer audit log. Data is hosted in India, or in your own cloud with BYOC.

Frequently asked questions

Using the checklist to compare mobile measurement partners.

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