MMP Pricing Models Explained: Install vs Conversion

What is an MMP pricing model?

An MMP pricing model is the unit a mobile measurement partner bills you on, such as an attributed install, a conversion, a monthly plan band or a single data point.

The unit matters more than the headline rate. Two vendors can quote similar numbers while billing on very different things:

• Installs count new users credited to a campaign.
• Conversions usually include attributed installs plus re-engagements, so retargeting adds to the bill.
• Plan bands charge a fixed fee for a range of conversions.
• Data points count every event your app sends, not just installs.

The four models side by side

AppMetrica sits slightly outside these models. It bills on custom events, with installs counted as unlimited basic events, and publishes only its overage price of $0.80 per extra million events.

How does per-conversion pricing work?

You pay a fixed rate for each attributed conversion, which usually covers paid installs and re-engagements, while organic installs are not counted. AppsFlyer's Growth plan charges $0.070 per conversion after its Welcome Package, and Singular's Growth plan charges $0.05.

Points to check:

• Re-engagements count. Retargeting campaigns raise the bill even when new installs stay flat.
• The rate is flat. Neither public pricing page shows a lower rate at higher volume, and Enterprise pricing is custom for both.
• Free allowances differ. AppsFlyer's 12k free conversions must be used in the first 12 months. Singular lists 15k free paid conversions without stating the period.

How do monthly plans work?

You pay a fixed fee for a band of conversions each month. Tenjin and Kochava both publish their bands:

• Tenjin: free up to 2k conversions a month, then $200 a month for 10k, rising to $1k a month for 100k. Extra conversions on the free plan cost $0.04 each.
• Kochava: free up to 10k conversions a month, Foundation from $500 a month for 33k, and Enterprise from $2k a month.

Plans are easy to budget for inside a band. The catch is the cliff: cross a band and you jump to the next fee, even if you are only just over. Kochava's step from $500 to at least $2k a month is the clearest example on the price index.

How does per data point pricing work?

Airbridge's Core plan starts from $40 a month, includes 500k data points, then charges $0.0001 per extra data point. A data point is any event your app sends.

• Good fit: small apps that track a handful of events and want no annual contract.
• Watch for: costs rising as you add events, even with flat installs.
• Plan limits: Core includes two third-party integrations, and fraud protection and raw data exports sit on the Growth plan.

What to watch for on any model

• Add-ons sit outside the headline rate. Adjust's Fraud Prevention Suite is a paid add-on, and AppMetrica's FraudScore anti-fraud is paid too.
• Deep linking may be separate. AppsFlyer lists deferred deep linking only from its Standard deep linking tier, which has custom pricing. Compare which vendors include it on the free deep linking page.
• Raw data is often gated. Kochava keeps raw data queries on Enterprise; Airbridge keeps exports on Growth.
• Plans change. Rates and inclusions move over time. The MMP pricing changes roundup lists every dated change this site has recorded.

Which model costs least?

For most growing apps, per-install pricing with published volume tiers is the simplest to forecast, because you pay only for attributed installs and the rate falls as you grow. Monthly plans can cost less if your volume sits comfortably inside one band, and data-point pricing suits apps with few events.

A quick way to compare at your own volume:

1. Take last month's attributed installs and re-engagements.
2. Multiply by each per-unit rate, or find the band your volume falls into.
3. Add any add-ons you need: fraud, raw data, deep linking, extra seats.
4. Repeat at double your volume to see how each model scales.

Where Linkrunner fits: Best for teams that want per-install billing with published volume tiers and no plan cliffs. Linkrunner charges $0.010 per install falling to $0.007 at higher volume, billed monthly after installs happen, with deep linking and fraud protection included on every plan.

To run your own numbers against a published per-install rate card, start with Linkrunner's pricing page.

FAQ

What is the difference between an install and a conversion? An install is a new user credited to a campaign. A conversion usually covers attributed installs plus re-engagements, so a conversion-based bill grows with retargeting as well as new users.

Are organic installs billed? On AppsFlyer, organic installs are not counted as conversions. Linkrunner bills attributed installs, so check each vendor's definition before comparing quotes.

Why do some MMPs not publish prices? Vendors such as Adjust and Branch sell mainly through sales teams and set prices per contract. That makes it harder to benchmark, so ask for the per-unit rate at your current and doubled volume.

Is per data point pricing cheaper? It can be for apps that send few events. As you add tracking, the bill rises even if installs stay flat, so estimate your monthly event count first.

How often do MMP prices change? There is no fixed schedule. Plan changes are usually announced by email or on the vendor's site, and this site records each dated change with its source.