MMP migration
MMP migration without losing your attribution data
Move between AppsFlyer, Adjust, Singular, or Branch with a parallel run and discrepancy validation — so attribution history, event mapping, and campaign continuity survive the switch.
The problem
Switching MMPs looks like an SDK swap. It isn't. Attribution logic, event definitions, postback configuration, SKAN setup, and ad-network integrations all differ between providers — and a naive cutover silently loses history, double-counts events, or breaks the signals your paid channels optimize on.
The failure mode is quiet. Numbers look plausible for a week, then a mismatch between the old and new MMP surfaces during a budget review and nobody can say which figure to trust. By then the decisions have already been made on the wrong number.
How ADEX runs it
- 01
Map the current setup
Document every tracked event, postback, network integration, SKAN conversion schema, and attribution window in the source MMP before anything moves. This is the reference the whole migration is validated against.
- 02
Parallel run (7–14 days)
Both MMPs run at the same time on the same traffic. This is the core of a safe migration: it produces a side-by-side dataset instead of a blind switch.
- 03
Event-by-event validation
Compare each event across the two MMPs, quantify the discrepancy, and resolve the mapping until the difference is understood and within an agreed range. Nothing is assumed to match.
- 04
Postback & network migration
Re-create postbacks, ad-network integrations, and SKAN configuration on the destination MMP so no channel loses its optimization signal at cutover.
- 05
Historical raw-data export
Export and preserve raw-level historical data from the source MMP before access is lost, so cohort and year-over-year analysis survive the move.
- 06
Cutover & monitoring
Switch attribution over on an agreed date, then monitor closely through the first days to catch anything the parallel run couldn't surface.
Proof
- ADEX is certified across all four major MMPs — AppsFlyer, Adjust, Singular, and Branch — so the migration is run by a team that knows both sides of the move.
- 12+ MMP migrations completed across app businesses.
- The parallel-run and event-validation method is the same discipline ADEX applies to attribution work in general: measurement you can defend in a budget meeting.
Timeline and discrepancy ranges depend on the number of apps, events, ad networks, SKAN complexity, and how much history you need to preserve. We scope those before committing to dates.
What you get
Before cutover
- Full event and postback audit of the source MMP
- Migration plan with scope, timeline, and risks
- Destination MMP configured to match
During the parallel run
- Side-by-side event comparison
- Documented discrepancy ranges per event
- Network and SKAN validation
At and after cutover
- Historical raw-data export
- Cutover checklist
- Post-migration monitoring window
When this is right
- You're moving between AppsFlyer, Adjust, Singular, or Branch and can't afford an attribution gap.
- You have meaningful historical data or cohort analysis you need to preserve.
- Your paid channels rely on postbacks or SKAN signals that can't silently break.
When it isn't
- You only run web attribution with no app — an MMP migration isn't your problem.
- You're pre-launch with no history and few events — a clean setup is faster than a migration.
- You need it done tomorrow — a safe parallel run needs 7–14 days by design.