MMP -- Strong opinions on which one is best?

[bigsky]

Hi everyone! Could use some help -- are there any strong opinions out there on which MMP is the best? Or at the end of the day, is it really just a matter of how well it's implemented, and for the most part, all MMPs are generally the same? What about AppStack?

I know some MMPs offer unified iOS attribution, whereas, some don't. Is unified iOS attribution preferred or is it misleading? Thanks, everyone!

 

[davamosk]

On paper, you can work with any MMP if implementation is executed properly. On practice, there's a huge difference between working with appsflyer vs Branch for example. UI & UX are so much different between them and than can speed up or slow you on your reporting, partern setups,etc.

Regarding the unified iOS attribution, I never use it as the only source of truth although it can be a valid extra point to confirm if you're making the correct decision.

Personally speaking, I always prefer Adjust or Appsflyer with Singular as the third due to their UX/UIs (I always know what can be the root of an attribution problem with these 2)

 

[bigsky]

@davamosk really appreciate these insights. That's what I figured about MMPs being generally similar on paper. Would you be willing to share a little more about unified iOS attribution and why it's not a great source of truth? I've worked with Kochava in the past -- they don't present a deduped view of iOS, so we needed to manually calculate and then ingest the data outside of the MMP in order to view SKAN and MMP data together.

 

[davamosk]

1. Because these unified views are relying on SKAN and nobody uses SKAN in 2026
2. Because MMPs are just mirroring what SRNs send them via probabilistic attribution
3. Because iOS underattributes by default in app campaigns, and the unified view doesn't consider any part of the organic in mind.

The only accurate way to see the real picture is by checking multiple data layers and cross-checking the impact in blended.