Simplifying your switch to a new mobile measurement partner

If you're reading this, there's a good chance you've started questioning whether your current mobile measurement partner (MMP) is still the right fit for your business. Maybe you've encountered limitations that make day-to-day work more difficult. Maybe your business has evolved faster than your measurement stack. Or maybe you're simply exploring whether there are better options available.

For many organizations, switching MMPs feels like a decision that's easier to postpone than to make. The prospect of migrating data, updating integrations, introducing a new platform, and keeping campaigns active can seem daunting, especially when marketing operations rely on continuity and consistency.

In practice, MMP migration is often more straightforward than expected. Having supported more than 2,500 customer migrations across a wide range of app categories and business sizes, Adjust has helped organizations make the transition with minimal disruption. In this guide, we’ll walk you through what these real-life migrations look like, so you can decide if it’s time to make the move and get a clear picture of what’s ahead.

A mobile measurement partner is one of the few tools that influences almost every marketing decision. When confidence in measurement starts to erode, the effects are felt throughout the business.

Organizations rarely decide to switch providers overnight. More often, the relationship changes gradually. A limitation that was once manageable becomes a recurring source of frustration. A request takes longer than expected, or a capability that wasn't important a year ago becomes essential. Eventually, the question is no longer whether the platform is working well enough, but whether it's still the right platform for the job.

There comes a time when you need new tools, better tools, or even a consolidation of tools. Here are a few scenarios that might indicate it’s time to switch MMPs.

1. My MMP is too expensive relative to the value it provides.
2. Other tools in my tech stack aren’t compatible with my MMP.
3. The level of customer support is not where I’d like it to be.
4. My current MMP is unable to effectively identify and prevent ad fraud.
5. The data from my MMP is not as accurate and consistent as it could be.
6. Delays in data reporting interfere with real-time decision-making.
7. The interface is not easy to use.
8. My MMP doesn’t offer aggregated measurement or sufficient SKAN (and AdAttributionKit) support.
9. I can’t access raw data for more in-depth analysis.
10. There isn’t enough customization available for my needs.

Traditionally, switching MMPs was very cumbersome. From lengthy timelines to data duplication, marketing operations were, to say the least, disrupted. Recognizing this, the team at Adjust has worked diligently to streamline the process and alleviate the pain points from start to finish. 

Now, the experience is very different. Dedicated onboarding teams, established migration frameworks, and years of implementation experience have made switching providers far more straightforward than many organizations expect.

Let's take a look at some of the most common misconceptions about MMP migration.

Myth one: It’s too expensive

There are a number of costs involved in changing your MMP, namely:

1. The price difference between solutions.
2. The cost of pausing marketing activities (if you choose to do so).
3. The business cost of impacting marketing activities and tying up resources.

Adjust has a dedicated team that will help you build a package that fits your needs and budget. We’ll also walk you through what it would look like to pause your marketing campaigns or continue them during the migration. The choice will be in your hands. Our team is committed to making the process as quick, easy, and as seamless as possible to ensure there’s no disruption to your business.

Once you've decided it's time to evaluate alternative attribution providers, the next challenge is determining which one is best suited to your business.

A mobile measurement partner sits at the center of your measurement strategy. The platform you choose will determine how performance is reported and how confidently decisions that determine ROI can be made. As a result, selecting an MMP should involve more than comparing feature lists.

When evaluating potential providers, consider how well they support the way your organization operates today. Equally important is their ability to support where your business is heading. A provider that solves current challenges but struggles to adapt to new measurement requirements may simply create the need for another migration in the future.

Look closely at the quality of their measurement methodology, the accessibility of their data, the additional tools and features they have, and the level of support they provide throughout the customer relationship. It's also worth considering how quickly they respond to industry changes and whether they have a clear track record of helping customers navigate them.

The right MMP should feel less like a vendor and more like an extension of your team. A strong partnership can help ensure that measurement remains reliable and actionable, and that it aligns with your long-term goals and quick pivots.

By the time an organization decides to switch MMPs, the goal is usually simple: complete the migration with as little disruption as possible.That's why every migration to Adjust is supported by a dedicated onboarding team and is fully tailored to each individual client so they are set up for success from day one. 

From initial setup through to launch, our Client Services and Account Management teams work closely with customers to ensure existing configurations are carried over correctly, historical data remains accessible, and teams have the support they need throughout the process.

1. Account setup: We’ll work with your team to start a personalized onboarding program and identify the specific campaign settings, historical data, and measures you wish to set up.
2. Data migration: We’ll provide you with a CSV template to collect your historical data from your current provider. Then, we’ll migrate this data to your Adjust account, preventing data loss and data duplication.
3. Campaign configuration: We’ll configure your existing campaign and partner setups so they can be retained. If you want your data fed into your business intelligence tool, we’ll help you configure your callbacks before you go live.

Don’t just take it from us. Adjust empowers over 300,000 businesses to grow their apps. Below are just a few examples of clients who have migrated and found exponential growth by making Adjust their trusted MMP.

• LightInTheBox migrated effortlessly with comprehensive support to customize the process..
• Ripio migrated with zero disruption to marketing activities or team processes.
• Random Logic Games reduced operational costs by 40%.
• Jazeera Paints saw an 86% increase in IAPs.
• Magic Tavern increased day 0 ROAS by 4X.
• Traveloka enjoyed a 30% increase in in-app engagement and conversions.
• Emirates NBD reduced cost per acquisition (CPA) by 80%.