Alternative

A lighter alternative to a mobile measurement partner

A mobile measurement partner (MMP) is built for teams running paid user acquisition at scale. If that is not you — if you are growing through referrals, social, messaging and influencer links, and you need install attribution, deferred deep linking and referral tracking without an SDK or an annual contract — LinkTrace does that job for a flat monthly price that starts free.

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Start tracing — freeLinkTrace vs AppsFlyer

What is an MMP?

A mobile measurement partner is a platform that attributes app installs and in-app events to marketing activity, especially paid advertising. MMPs such as AppsFlyer, Adjust and Branch integrate with ad networks and Apple’s SKAdNetwork to measure paid campaigns, and settle which network gets credit when several claim the same install.

What an MMP gives you, and what it costs you

An MMP earns its price when you buy ads: SKAdNetwork management, postbacks to ad networks, fraud scoring, and attribution across paid campaigns. The cost is an embedded SDK, often a sales-led onboarding, and pricing that is usually usage-metered or custom.

As of 23 August 2026, for example, AppsFlyer’s free deep-linking tier does not include deferred deep linking; the tiers that do are custom-priced. Details and sources are on our AppsFlyer comparison, and Branch’s published terms are on the Branch comparison.

The lightweight alternative, honestly bounded

LinkTrace covers the non-paid core of attribution.

  • Install attribution. For link-driven growth, with a 24-hour attribution window and full link metadata returned on match. More on install attribution.
  • Deferred deep linking. So new users land where the link promised, even after a fresh install. More on deferred deep linking.
  • Referral tracking. So you know who invited whom, without referral codes. More on referral tracking.

And what it deliberately does not do: SKAdNetwork management, ad-network postbacks, fraud scoring and paid-media cost aggregation. If your roadmap needs those, choose a full MMP.

Decision checklist

Choose a full MMP if

  • you run, or are about to run, paid user acquisition across two or more ad networks;
  • you need SKAdNetwork conversion-value management or ad-network postbacks;
  • you need fraud scoring on paid traffic.

Choose LinkTrace if

  • growth comes from referrals, social, messaging, QR or influencers;
  • you want attribution and deep linking without embedding an SDK;
  • you want self-serve setup and flat, published pricing instead of a sales process.

The long version of this decision is in do you need an MMP? and does your app need an MMP like AppsFlyer?.

Frequently asked questions

What is an MMP?

A mobile measurement partner is a platform that attributes app installs and in-app events to marketing activity, especially paid advertising. MMPs like AppsFlyer, Adjust and Branch integrate with ad networks and Apple’s SKAdNetwork to measure paid campaigns.

When is a full MMP worth it?

When you spend meaningfully on paid user acquisition, especially across more than one ad network. At that point SKAdNetwork management, ad-network postbacks and fraud scoring pay for the platform. Without paid spend, you are paying for machinery you do not use.

What does LinkTrace not do that an MMP does?

SKAdNetwork management, ad-network postbacks, fraud scoring and paid-media cost aggregation. LinkTrace covers links, install attribution, deferred deep linking and referral tracking.

How does LinkTrace pricing compare to an MMP?

LinkTrace is flat monthly pricing with a free plan: Starter free, Growth $9.99/month, Scale $29.99/month, with no per-install fees and no annual contract. MMP pricing is typically usage-metered or custom; check each vendor’s current terms.

Start tracing — free plan, no credit card

Two HTTP calls, no SDK, and deferred deep linking, install attribution and referral tracking on every plan.

Start tracingLinkTrace vs AppsFlyer

Further reading