AppsFlyer vs Adjust vs Singular: Choosing an MMP for a Mobile Game
Every major MMP attributes installs and supports SKAdNetwork. The differences that matter for games are in cost and ROI aggregation, raw data access, pricing model, fraud tools and ownership.
Disclosure: I spent 15 years at Games2win, a mobile games publisher. No company named here paid for inclusion or sponsored this article. I also advise publishers and ad-tech companies, so a company named here may be, or may become, a client or contact.
What does an MMP do for a mobile game?
A mobile measurement partner attributes installs and in-app events to the ads that drove them, sends postbacks so ad platforms can optimise, handles iOS privacy frameworks (SKAdNetwork and AdAttributionKit), and — in most cases — aggregates cost data so you can see ROAS by network, campaign and creative. It is where the most useful UA diagnostics happen: joining attribution with downstream retention and revenue.
How do the main MMPs differ?
AppsFlyer is the largest independent MMP and the default choice for many large publishers. In June 2026 it announced a Series E of more than $1 billion at a $2.7 billion valuation, with Moloco, Google, Meta and Unity each taking a minority stake; the company says the investments are non-exclusive and carry no preferential treatment on APIs, measurement signals, attribution logic or terms.
Adjust has been owned by AppLovin since 2021 and is widely used in gaming, with analytics and fraud-prevention tooling. Some teams weigh the ownership when their UA and monetization also run through AppLovin; others see it as irrelevant to day-to-day attribution.
Singular is known for combining attribution with cost aggregation — pulling spend from many ad sources into unified ROI reporting — which matters when you buy across many networks.
Branch started in deep linking and remains strong where linking and web-to-app journeys matter. Kochava is a long-standing independent option. Tenjin is popular with smaller game studios for pricing and simplicity. Airbridge is a growing alternative, especially in Asia.
What should a game studio compare?
- Raw data access — event-level exports to your warehouse, and cost.
- Cost and ROI aggregation across every network you buy from.
- iOS measurement — SKAN and AdAttributionKit support, conversion value tooling, modelled reporting.
- Ad revenue attribution — impression-level ad revenue joined to acquisition source, essential for ad-monetized games.
- Fraud protection and how it is priced.
- Pricing at your install volume, now and at 3× scale.
- Integration and SDK stability, including privacy manifests.
- Ownership and independence, if that matters to your partners and your board.
Does the MMP choice change results?
Rarely directly — but it changes what you can see. The questions that decide UA outcomes, like which creative scaled and whether its cohort retains or which market sits behind a flat average, need clean, joinable data. Pick the MMP that makes those questions easy to answer in your stack.
Related: Glossary: MMP · Glossary: SKAdNetwork · SKAN Conversion Value Builder
Sources: AppsFlyer newsroom and PocketGamer.biz (June 2026) on the Series E; company documentation.