Is an MMP the same as analytics

No. Product analytics focuses on how users behave inside the app. An MMP focuses on which media sources drove those users and how value differs by source. Most teams use both.

Can an MMP measure web to app flows

Yes. With the right setup it can attribute users who start on mobile web or desktop and complete in app, within privacy constraints.

How does an MMP work on iOS with privacy changes

It supports aggregated frameworks for iOS paid media and uses consented data when available. The goal is actionable measurement while protecting user privacy.

Do I still need a Mobile Linking Platform

An MLP manages deep links and organic owned traffic. Paired with an MMP for paid media, you get end to end visibility across owned, earned, and paid.

How does an MMP fight fraud

It analyzes timing, device, and network patterns to detect anomalies, scores traffic quality, and can block or flag suspicious sources automatically.

What metrics should I watch first

Start with cost per install, cost per action, early retention, and cohort lifetime value by source. Then layer in creative and geo cuts.

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