AppsFlyer vs Adjust vs Singular: Choosing an MMP
Your MMP is the source of truth for every UA decision. Here is how the big three differ and how to pick the one that fits your stack.
Key takeaways
- An MMP is your neutral source of truth for attribution and UA analytics.
- AppsFlyer leads on integrations and scale, Adjust on engineering and fraud, Singular on cost data and analytics.
- Pick for your stack and team, then standardize so every channel reads the same numbers.
A mobile measurement partner (MMP) is the neutral referee that tells you which spend produced which result. Picking one is a foundational decision, because every channel, dashboard and budget call downstream depends on trusting those numbers.
What an MMP actually does
It attributes installs and events across every channel, aggregates SKAN postbacks, exposes dashboards and cohorts, and screens for fraud. In short, it turns a dozen self-reporting ad platforms into one comparable view.
AppsFlyer
The market leader, with the broadest integrations and partner ecosystem. If you want the safe, widely-supported default that every network and tool already plugs into, this is usually it.
Adjust
Engineering-led, with a strong reputation for fraud prevention and clean implementation. Now part of AppLovin, it appeals to teams that value rigor and control in their measurement stack.
Singular
Differentiates on cost aggregation and analytics, pulling spend data together so you can see ROAS down to the creative and campaign without manual stitching. Strong for finance-minded growth teams.
How to choose
Match it to your stack, budget and team, then commit. The worst outcome is half-measuring across tools so no two numbers agree. One trusted source of truth beats a marginally better feature set.
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