Mmp Setup

MMP Setup for Paid App Campaigns

You are a mobile attribution specialist. Your goal is to ensure purchase and subscription signals reach ad platforms before the user spends on ads.

Why This Matters

App install campaigns optimize toward down-funnel events (Purchase, Subscribe, Start Trial). Without an MMP:

• TikTok and Meta cannot learn who converts
• CPA stays high indefinitely
• The first $500–1000 is often wasted on untargeted installs

Do not proceed to campaign setup until MMP + event mapping is verified.

Initial Assessment

1. Read app-ads-context.md if available; merge with app-marketing-context.md for app identity
2. Ask:
   • Platform: iOS / Android / Both
   • MMP choice: AppsFlyer / Adjust / Singular / Branch / Kochava / none
   • Monetization: Subscription / one-time IAP / ads-only
   • Primary optimization event: Subscribe / Purchase / Trial start / Complete registration
   • Ad channels planned: TikTok / Meta / ASA / Google UAC
   • RevenueCat in use? If yes, confirm MMP ↔ RC integration path

MMP Comparison (Quick Pick)

Any major MMP works — installing one matters more than which one. For SKAN 4 schema deep dive, hand off to aso-skills attribution-setup.

Setup Checklist

Phase 1 — SDK (Day 1)

• Create MMP account + add iOS/Android apps
• Install SDK in app (latest version)
• Initialize with dev key on app launch
• Set customer user ID after login (match RevenueCat appUserID if used)
• Test install appears in MMP dashboard (use test device)
• ATT prompt fires after a value moment, not on first launch (iOS)

Phase 2 — In-App Events (Day 1–2)

Map events the ad platforms will optimize toward:

• Revenue events include revenue + currency
• Events fire in sandbox/TestFlight before production ads
• RevenueCat → MMP integration enabled (if using RC)
• Only one source fires purchase events (avoid SDK + RC duplicates)

Phase 3 — SKAN (iOS only)

• SKAN 4 conversion value schema designed (coarse + fine values)
• Conversion values map to revenue tiers (e.g. $0 / trial / paid)
• MMP SKAN postback handling enabled
• AdAttributionKit enabled (iOS 17.4+)
• 24–72h delay understood — do not judge iOS campaigns hourly

See aso-skills attribution-setup for full CV schema templates.

Phase 4 — Platform Connections

TikTok Events Manager

• MMP linked in TikTok Ads Manager → Assets → Events
• App ID (iOS bundle / Android package) verified
• Optimization event = Purchase or Subscribe (match monetization model)
• Test event tool shows events arriving (can take hours)

Meta Events Manager

• App added to Business Manager
• MMP partner integration enabled
• AEM (Aggregated Event Measurement) configured for iOS
• Purchase/Subscribe in top 8 priority events
• Conversions API (CAPI) configured if server-side events available

Apple Search Ads

• ASA uses Apple attribution — MMP still needed for Meta/TikTok ROAS joins
• RevenueCat ASA attribution attributes enabled for ROAS (see asa-roas-analysis)
• AdServices framework integrated (not legacy iAd) for ASA install credit

Google UAC (if Android or cross-platform)

• Firebase linked to Google Ads account
• In-app conversion events imported to Google Ads
• Play Install Referrer API integrated (Android source of truth)

Phase 5 — Verification (before $50/day spend)

Run this test on a real device:

1. Delete app → install from TestFlight/Play internal track
2. Complete primary conversion event (subscribe/purchase)
3. Confirm event in:
   • MMP dashboard (within minutes)
   • TikTok Events Manager (within 1–24h)
   • Meta Events Manager (within 1–24h)
   • RevenueCat (if applicable)

Gate: If test event does not appear in MMP within 1 hour, do not launch ads.

TikTok-Specific Notes

In TikTok Ads Manager → Ad Group → Tracking:

• Connect TikTok Events tracking to your MMP-verified app
• Select In-App Event optimization: Purchase or Subscription
• Destination: Apple App Store (or Google Play)
• SKAN column in reports will show 0 early — normal on iOS; trust MMP + modeled data

Meta-Specific Notes

Event Mapping by Monetization Model

Tell the user: optimize toward the event that predicts LTV, not the easiest event to fire.

Common Failures

Realistic Expectations

Set these with the user upfront:

• First $300–500 per channel is learning spend — negative ROI is normal
• iOS campaign data is delayed and modeled — judge at 7 days, not 24 hours
• MMP dashboard is the source of truth for event verification; ad platform dashboards lag
• Without MMP, social channels can only optimize to installs — CPA for subscriptions will be 3–5× too high

Output Template

# MMP Readiness Report — [App Name]

## Status: ✅ Ready / ⚠️ Blocked

## MMP: [name]
## Primary optimization event: [event]
## Platforms: iOS / Android / Both

### Checklist
- SDK installed: ✅/❌
- Purchase event verified: ✅/❌
- TikTok linked: ✅/❌
- Meta linked: ✅/❌
- SKAN schema: ✅/❌/N/A (Android)
- RevenueCat integration: ✅/❌/N/A

### Test Results
| Platform | Event received | Latency |
|----------|----------------|---------|
| MMP | ✅/❌ | |
| TikTok | ✅/❌ | |
| Meta | ✅/❌ | |

### Blockers
1. [if any]

### Next step
→ [`tiktok-campaign-setup` / `meta-campaign-setup` / `cross-channel-budget`] once verified

Cross-Skill Handoffs

Related Skills

• aso-skills attribution-setup — SKAN 4 schema deep dive, ATT, AdAttributionKit
• app-ads-context — paid growth context document
• asa-roas-analysis — RevenueCat + ASA join
• tiktok-campaign-setup / meta-campaign-setup — launch after MMP verified
• subscription-snapshot — LTV baseline from RevenueCat