What is the main purpose of an MLP?

To ensure deep links work consistently across all devices and channels while capturing accurate attribution data for owned and organic marketing activities.

How does an MLP improve user experience?

By routing users intelligently, ensuring they land exactly where intended — either in-app, in the App Store, or on mobile web — without dead ends or redirects.

Is an MLP the same as a deep linking tool?

Not exactly. A deep linking tool only creates links, while an MLP provides infrastructure for routing, attribution, analytics, and optimization across all marketing channels.

Can an MLP handle cross-device tracking?

Yes. Advanced MLPs track users across devices and sessions to deliver unified performance insights.

Why do brands need both an MMP and an MLP?

Because each covers different marketing areas. MMPs track paid campaigns, while MLPs cover organic and owned campaigns. Together, they complete the marketing attribution picture.

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