Glossary · Tracking and tech
MMP— what it means in affiliate marketing
Mobile measurement partner: the independent platform that attributes installs and in-app events.
Both sides agree to its numbers precisely because neither owns it. It is also the system that applies the fraud filters an advertiser pays for.
Related terms
| Term | Definition |
|---|---|
| Attribution | Deciding which channel or partner gets credit for a conversion. |
| Tracking | Recording a user's path from click to conversion through a unique identifier. |
| Conversion window | How long after a click a conversion still counts. |
| Google App campaigns | Google's automated campaign type for app installs, serving across Search, Play, YouTube and the display network. |
Entry updated 21 July 2026. All 276 terms in one page.
