Compliant with GDPR, CCPA, COPPA, LGPD, PECR, PDPA, PIPEDA, and more.
An MMP is a third-party service that helps mobile app developers and marketers track the performance of their advertising campaigns across various platforms.
Popular MMPs include:
The MMP attribute installs, in-app events, and user behavior to specific ad campaigns, helping marketers understand which channels are driving value.
Google's App Attribution Partner (AAP) is a program that allows MMPs to integrate directly with Google Ads in a privacy-conscious and secure way.
Google restricts how much raw user-level data is shared, complying with privacy regulations like GDPR and CCPA.
Only a few certified MMPs are part of the AAP. This ensures integrations with Google Ads are officially supported, accurate, and stable.
You can find more details about tracking app conversions with an App Attribution Partner.
Third-party AAPs (App Attribution Partners) rely on user consent signals to accurately pass app conversion data and consent status to Google Ads for proper attribution and campaign optimization. These consent signals are collected through a Consent Management Platform (CMP), such as UniConsent Mobile SDK.
To remain compliant and ensure accurate attribution:
gbraid for non-user-level app conversion measurement, which limits attribution precision.Always integrate a CMP in your app to gather consent signals before initiating conversion tracking, especially for regions governed by strict privacy regulations like the GDPR.
Mobile Measurement Partners (MMPs) enable app developers and marketers to track where users originate: whether from Google Ads, Meta, TikTok, or other channels. Through Google’s App Attribution Program (AAP), MMPs can continue to attribute installs and in-app actions from Google Ads accurately, even under Google's stringent privacy policies. This ensures you clearly see which campaigns are truly driving results.
Effective attribution helps you identify top-performing ad creatives, targeting strategies, and channels. Without it, you risk wasting budget on campaigns that don't convert. With reliable insights, you can maximize return on ad spend (ROAS) and make smarter decisions about where to invest.
Google AAP also enforces strict privacy standards, ensuring all data shared with MMPs remains compliant with: GDPR (General Data Protection Regulation – EU), CCPA (California Consumer Privacy Act – US) and Android Privacy Sandbox.