Answer in brief
Ask every MMP the same ten questions, in writing, about the plan you would actually buy: what the billing unit is, what happens above the included volume, which ad channels and links the plan covers, how you get your data out, and how you leave. A clear answer names a plan and a number. A vague answer is itself information.
How to use the list
Send the same ten questions to each vendor on your shortlist and paste the replies into one sheet, one row per question. Start every email with the plan name you are asking about. If you have not narrowed the field yet, build the shortlist first; ten questions sent to eight vendors is a week of reading.
The ten questions
They run in four groups: cost (1 to 3), coverage (4 to 6), data (7 and 8), and setup and exit (9 and 10).
- What is the billing unit, and what counts as one? Vendors charge by different units, and the same app can look cheap under one and costly under another. The billing unit entry lists the common ones.
- What happens when I pass the included volume? You want a per-unit rate or a named next tier. "We will be in touch" is not a rate.
- Is the price on a public page, and what is the shortest term? If there is no public price, use the price questions for vendors that show none.
- Which of my ad channels are integrated in this plan? Send your channel list. An integration count on the home page tells you nothing about your own four or five.
- Are deep links and deferred deep links in this plan? Linking is sometimes a separate product. See how deep links fit in for why you want both in one SDK.
- What do I get for iOS when a user has not allowed tracking? Ask which reports use SKAdNetwork data and whether that reporting is in the plan.
- How do I get event-level data out, and in which plan? Dashboards and CSV downloads are common. Scheduled export to your own storage is sometimes reserved for a higher plan.
- Is fraud filtering included, and can I see what was rejected? Whether you need it yet depends on where you buy traffic, as the fraud prevention guide explains. Either way, know which plan holds it.
- Who helps me during setup, and how? Documentation, a ticket queue and a named person are three different levels of help. Ask which one your plan gets.
- If I leave, what happens to my links and my history? Links printed on packaging or placed in old emails keep getting taps after you switch. Ask whether they keep redirecting and how long reports stay readable. Moving tracking links to a new MMP shows what is involved.
Reading the answers
Three patterns separate a usable answer from a weak one.
| Answer pattern | What it tells you |
|---|---|
| Names a plan and a number | You can check it against the plan page and hold the vendor to it. |
| "Yes, we support that" with no plan named | The feature exists somewhere. Ask again which plan. |
| "Let's cover that on a call" | The answer depends on negotiation. Fine for a large contract, slow for a small team. |
As one worked example, Airbridge's pricing page answers questions 1 to 4 for its Core plan in public: $40+/mo after a 30-day free trial, 500K data points included, $0.0001 per extra data point, no annual contract, and Meta Ads, Google Ads, Apple Ads and TikTok as the channels.[1] For 7 and 8 its answer is the Growth plan: raw data export and fraud detection are not in Core.[1]
What to do next
Pick the two vendors with the most answers in the first row of that table and start a trial with each. Keep the sheet. When a renewal or an upgrade comes up, the written answers are your record of what was promised.
Questions and answers
What is the single most useful question to ask an MMP?
Ask which plan each answer applies to. Many misunderstandings come from a feature that exists in the product and sits in a higher plan than the one you were quoted.
Should I ask these questions by email or on a call?
By email, or ask for a written follow-up after a call. Written answers can be compared across vendors and checked later against the contract or the plan page.
Continue reading
Guide
How to build your own MMP shortlistA five-step method for building your own MMP shortlist: fix your constraints, set must-haves, cut on public facts, and trial only two or three vendors.
Guide
What an MMP does not doAn MMP attributes installs and events to ads. It does not buy media, analyse product behaviour, send messages, store your warehouse or fix a weak offer.
Guide
Do you need an MMP at all?You need an MMP once you pay for app installs on more than one ad channel. Before that, store consoles and each platform's own reports are usually enough.
Guide
Why deep linking and attribution are bought togetherDeep linking and attribution use the same link, the same SDK and the same install match. Why teams often buy them from one vendor, and when to split them.
Guide
Ad fraud prevention: what it is and when it mattersWhat mobile ad fraud prevention does, the four common fraud types it looks for, and how to tell whether a small app team needs it yet.
Shortlist
Best MMPs: a shortlist of six and who each one suitsSix mobile measurement partners, what each is known for, and who each one suits, with every fact linked to the provider's own page.
Sources
- Airbridge: https://www.airbridge.io/en/pricing Checked 2026-11-10.
Cite this page
Airbridge. “Ten questions to ask every MMP.” bestmmps.com. Reviewed 2026-11-10. https://bestmmps.com/questions-for-every-vendor