Glossary
Mobile measurement vocabulary.
Mobile measurement glossary: MMP, SKAN, postback, conversion value, deferred deep link, attribution window, and more.
Terms
The vocabulary.
MMP
Mobile Measurement Partner — the source of truth for install attribution.
SKAN
Apple’s SKAdNetwork: privacy-preserving iOS attribution.
Postback
A server-to-server attribution callback.
Conversion Value
The 6-bit signal SKAN uses to convey post-install value.
Deferred Deep Link
A deep link that survives install.
Attribution Window
The time after a click or view that an install can be attributed to it.