Beyond AppsFlyer, the mobile measurement partner (MMP) field has four serious names: Adjust (an AppLovin company), Branch, Kochava and Singular. In this blog we try to come closer deciding which MMP is better for each use case. We will not recommend only one at the end, but since we have worked with all of them in the past, we share an honest comparison.
Claims verified from the vendors’ own sites.
Adjust: the AppLovin-owned suite
Adjust has been an AppLovin company since April 2021 and remains one. Worth stating plainly, because it keeps getting garbled: AppLovin’s 2025 divestiture was its mobile gaming studios, sold to Tripledot Studios. It was not Adjust.
The positioning is end-to-end app marketing measurement: attribution and optimization, analytics through Datascape, deep linking through TrueLink, fraud prevention, and incrementality measurement, a suite pitch rather than a single-tool pitch, sitting under one of ad tech’s biggest parents.
On pricing, the tier structure is public but the prices are not. A free Base tier covers up to 1,500 monthly attributions, with Datascape analytics included. Core (up to 250,000 annual attributions) and Enterprise (above that) are contact-sales, with a long list of paid add-ons, from CTV measurement to incrementality, available on the upper tiers.
Branch: deep linking plus attribution
Branch’s center of gravity has always been deep linking: sending users to the exact right place in an app rather than a generic front door. That heritage shows in the product line. Attribution lives in a product named Performance, alongside Engagement, Activation, Discovery, Link Management and Ivy, its AI intelligence layer. The measurement lineage runs deep too: Branch absorbed TUNE’s Attribution Analytics back in 2018.
Pricing is quote-based, with no published numbers: a free-entry Basics plan, then Essentials and Enterprise by conversation. Connected TV and OTT attribution is a premium feature on the Enterprise plan.
The fair note: if linking experience matters to your product as much as measurement does, if your growth runs on getting users to the right screen from every email, QR code and social post, Branch’s angle is genuinely distinctive. If you only need the referee, you are buying the linking excellence whether you use it or not.
Kochava: omnichannel measurement, transparent pricing
Kochava positions as omnichannel measurement for advertisers and publishers: mobile, web, CTV and the channels between, with products including StationOne (its AI orchestration hub), Free App Analytics and IdentityLink.
It is the most price-transparent of the four. As listed in August 2026: Free App Analytics at 0 dollars for up to 10,000 conversions a month, Foundation starting at 500 dollars a month, and Enterprise starting at 2,000 dollars a month, with services and specialist products custom-priced. For teams tired of “contact sales,” those published numbers are a genuine differentiator.
One dated, factual note that belongs in procurement diligence, reported neutrally as public record: in May 2026 the FTC announced a proposed settlement ending its litigation over Kochava’s former data-broker business. The order’s restrictions on selling or sharing sensitive location data apply to Kochava and its subsidiary Collective Data Solutions, alongside consent, disclosure and data-retention requirements. The litigation concerned the data business, not the MMP function, but buyers should know the history and ask their questions.
Singular: attribution plus cost aggregation
Singular positions as “the MMP leading brands choose,” with pillars spanning data foundation, omnichannel measurement, deep linking and activation.
Its historic differentiator is cost aggregation: pulling spend and performance data from every ad network, over a thousand connectors, into one view alongside the attribution. Attribution-only tools tell you what conversions came in; Singular also assembles what you paid across networks to get them, which is the other half of every return calculation and the half most stacks bodge in spreadsheets.
Pricing is public and carries a stated transparent-pricing pledge: a Free plan including 15,000 paid conversions, Growth at 0.05 dollars per conversion, and a custom Enterprise plan. Alongside Kochava, that makes it one of only two in this four with real numbers on the site.
Its Singular AI reporting layer was announced in November 2025 and was in early access as of that announcement: treat it as emerging rather than established when evaluating.
How to choose the right MMP?
If your growth runs on links and user journeys, Branch’s deep-linking depth is the draw. If price transparency and CTV emphasis matter, Kochava and Singular publish real numbers and lead with omnichannel. If you want suite breadth under a big ad-tech parent, that is Adjust. And AppsFlyer remains the category’s scale leader, covered in our AppsFlyer guide.
Then decide by stack fit rather than brand recall: SKAN tooling depth for iOS, fraud protection, cost aggregation, data export freedom into your warehouse, and pricing modeled against your actual conversion volumes. The right MMP is the one whose strengths sit where your volumes are.
Finally, the boundary all five share: MMPs referee install credit between networks. They cannot say whether installs were incremental, or how app spend interacts with web, retail and brand media. Those live in the aggregate layer: marketing mix modeling across the whole business. When you are ready for that layer, talk to MarSci.
Frequently Asked Questions
AppLovin, since April 2021, and still as of August 2026: Adjust’s own About page is headed “An AppLovin Company.” The 2025 AppLovin divestiture that causes confusion was its mobile gaming studios, sold to Tripledot Studios. Adjust was not part of that sale and continues operating as a distinct company.
Kochava and Singular publish real numbers as of August 2026: Kochava’s Free App Analytics at zero with Foundation from 500 dollars a month, and Singular’s free plan including 15,000 paid conversions with Growth at 0.05 dollars per conversion. Adjust and Branch publish tier structures, free entry tiers included, but no prices.
Cost aggregation: alongside attribution, it pulls spend and performance data from every ad network into one view, the half of return measurement that attribution-only tooling skips. Add published per-conversion pricing with a transparent-pricing pledge and an omnichannel measurement pitch, and its profile is distinctly analytics-and-economics flavored.
By stack fit, not brand recall. Deep-linking-centric growth favors Branch, price transparency and CTV emphasis favor Kochava and Singular, and suite breadth under a big ad-tech parent favors Adjust. Then evaluate SKAN tooling, fraud protection, cost aggregation, export freedom and pricing modeled at your actual conversion volumes.
