Glossary
Mobile measurement partner (MMP)
A third-party platform that provides unbiased attribution, analytics, and fraud protection by tracking which ad interactions drive installs and events.
More in attribution and measurement
Deciding which touchpoint earned the outcome, and proving it.
- AdAttributionKit
- Attribution modeling
- Attribution window
- Biased attribution
- Coarse conversion value
- Conversion tracking
- Conversion value
- Cross-device tracking
- Fractional attribution
- Incrementality
- Lifecycle tracking
- Marketing mix modeling
- Media mix modeling (MMM)
- Multi-touch attribution
- Postback
- Reattribution
- Reattribution window
- Self attributing network
- SKAdNetwork (SKAN)
- Temporary attribution
- Tracker
- Tracking parameter
- Urchin tracking module (UTM)
- View-through attribution (VTA)