How Much Does an MMP Cost? (2025 Pricing Guide)

MMP pricing is deliberately opaque. Most platforms don't publish rates, and the actual costs vary dramatically based on scale and negotiation.

Here's what you'll actually pay.

The pricing models have evolved significantly in 2025, with more platforms offering usage-based pricing rather than flat enterprise fees. Understanding the structure helps you budget accurately and avoid surprises.

Pricing Models Explained

Event-Based Pricing

Most MMPs charge based on tracked events—installs plus in-app actions like purchases, registrations, or level completions.

Typical structure:

• $0.005-0.02 per event depending on volume
• Tiered pricing where per-event cost decreases at scale
• Minimum monthly commitments

Example:

• 100,000 monthly events at $0.01 per event = $1,000/month
• 1,000,000 monthly events at $0.007 per event = $7,000/month

Important: An "event" isn't just an install. If you track 5 in-app events per user, you're paying for 6 events total per user (1 install + 5 in-app events).

MAU-Based Pricing

Some platforms charge based on Monthly Active Users instead of events.

Typical structure:

• $0.10-0.50 per MAU depending on tier
• Simpler to predict than event-based
• Better for apps with high event volume per user

Example:

• 50,000 MAU at $0.20 per user = $10,000/month

Hybrid Models

Branch pioneered a hybrid approach: platform fee plus volume credits.

Structure:

• Base platform fee ($500-2,000/month)
• Volume credits for events Branch directly influences
• You only pay for attributed events, not all events

Advantage: More aligned with actual value delivered

Disadvantage: Less predictable month-to-month

Flat Enterprise Pricing

Some platforms offer all-inclusive pricing at high volumes.

Typical structure:

• Negotiated annual contract
• Unlimited events within reason
• Custom features and support

Example:

• $50,000-150,000+ per year for unlimited usage

Platform-Specific Pricing (2025)

AppsFlyer

Free Tier:

• "Essential" plan with limited features
• Up to 10,000 monthly conversions
• Basic attribution and analytics
• No fraud prevention or advanced features

Paid Tiers:

• Starter/Growth: $500-800/month for 100K-500K events
• Premium: $1,500-3,000/month for 1M-3M events
• Enterprise: $5,000-15,000+/month for 5M+ events

What drives cost:

• Monthly event volume
• Partner integration count
• Advanced features (creative analytics, audience network, cost aggregation)
• Number of apps

Real-world example: App with 300K monthly events, 5 ad partners, standard features = approximately $800-1,200/month

Adjust

Free Tier:

• None—Adjust is enterprise-focused

Paid Tiers:

• Growth: $600-1,000/month for 200K-500K events
• Scale: $2,000-4,000/month for 1M-2M events
• Enterprise: $6,000-20,000+/month for 5M+ events

What drives cost:

• Monthly event volume
• Fraud prevention features
• Number of apps
• SKAdNetwork optimization features
• Growth Copilot access (2025 feature)

Real-world example: App with 500K monthly events, fraud prevention enabled = approximately $1,200-1,800/month

Branch

Free Tier:

• Generous free plan for early-stage apps
• Up to 10,000 Monthly Tracked Users (MTU)
• Basic deep linking and attribution
• Limited integrations

Paid Tiers:

• Startup: $200-500/month for up to 50K MTU
• Growth: $1,000-2,500/month for 100K-500K MTU
• Enterprise: $3,000-10,000+/month for 1M+ MTU

Pricing structure:

• Platform fee + Volume Credits
• Only charged for events Branch influences
• Deep linking features included at all tiers

Real-world example: App with 100K MTU, moderate link volume = approximately $1,000-1,500/month

Singular

Free Tier:

• None

Paid Tiers:

• Standard: $1,000-2,000/month for basic features
• Premium: $3,000-6,000/month for advanced analytics
• Enterprise: $8,000-20,000+/month for unlimited usage

What drives cost:

• ROI 360 features (cost aggregation and ROI analysis)
• Creative analytics
• Fraud prevention
• Event volume

Real-world example: App with 400K monthly events, ROI 360 enabled = approximately $2,500-4,000/month

Kochava

Free Tier:

• "Kochava Free App Analytics" with baseline tracking
• Very limited compared to paid tiers

Paid Tiers:

• Growth: $500-1,200/month
• Professional: $2,000-4,000/month
• Enterprise: $5,000-15,000+/month

What drives cost:

• Data volume
• Integration count
• Feature tier
• Fraud detection capabilities

Tenjin (Budget Option)

Paid Tiers:

• Starter: $200/month for up to 10,000 attributions
• Growth: $500-1,500/month for higher volumes
• Enterprise: Custom pricing for 1M+ attributions

What's included:

• All Tenjin products included at every tier
• Ad revenue callbacks
• Data warehouse access
• Raw data export
• Automated data pipelines

Real-world example: App with 50K monthly attributions = approximately $400-600/month

Why it's cheaper: Fewer advanced features than AppsFlyer/Adjust, smaller partner ecosystem, less sophisticated UI

Hidden Costs to Consider

Overages

Most platforms charge significant overages when you exceed your plan's event limit.

Typical overage rates:

• 1.5-2x the normal per-event rate
• Can add $500-2,000+ to monthly bills if you're not monitoring

Protection: Set up billing alerts and review usage weekly during high-growth periods

Multiple Apps

Most MMPs charge per app, though some offer bundle pricing.

Typical structure:

• First app: Full price
• Additional apps: 30-50% of base price each
• Enterprise plans: 3-5 apps included

Example: If your base plan is $1,000/month, a second app might add $300-500/month

Implementation and Support

Onboarding fees:

• Some MMPs charge $1,000-5,000 for dedicated onboarding
• Usually waived for annual contracts or enterprise tier

Support tiers:

• Basic: Email support (included)
• Premium: Dedicated account manager ($500-2,000/month additional)
• White glove: Custom integrations and priority support ($3,000-10,000/month additional)

Data Export and API Access

Some platforms charge for:

• Raw data exports beyond a certain volume
• API calls exceeding included limits
• Data warehouse integration fees

Typical costs: $200-1,000/month for unlimited access

Contract Commitments

Most enterprise pricing requires annual contracts.

Implications:

• 10-20% discount vs month-to-month
• Committed annual spend (e.g., $12,000 minimum)
• Early termination fees (typically 25-50% of remaining contract value)

Cost Comparison by App Size

Early Stage (0-50K MAU)

Monthly ad spend: $0-5,000

Recommended option: Branch free tier or Firebase Analytics

Expected MMP cost: $0-300/month

Why: At this scale, native analytics plus Firebase provide sufficient tracking. An MMP is premature unless you're running multi-channel campaigns.

Growth Stage (50K-200K MAU)

Monthly ad spend: $5,000-25,000

Recommended options: Tenjin or Branch paid tier

Expected MMP cost: $300-1,500/month

Why: You need cross-channel attribution but can't justify enterprise pricing. Budget options provide core functionality.

Scale Stage (200K-1M MAU)

Monthly ad spend: $25,000-100,000

Recommended options: Adjust Growth or AppsFlyer Premium

Expected MMP cost: $1,500-5,000/month

Why: Fraud prevention ROI justifies higher costs. Need sophisticated analytics for optimization.

Enterprise Stage (1M+ MAU)

Monthly ad spend: $100,000+

Recommended options: Adjust Enterprise, AppsFlyer Enterprise, or Singular

Expected MMP cost: $5,000-20,000+/month

Why: At this scale, MMP cost is ~2-10% of ad spend. Advanced features and fraud prevention save multiples of the cost.

ROI Calculation Framework

To determine if pricing makes sense:

Step 1: Calculate your monthly ad spend

Step 2: Estimate fraud rate (10-20% industry average)

Step 3: Estimate attribution overlap waste (10-15% for multi-channel)

Step 4: Calculate total potential waste

Example:

• Monthly ad spend: $30,000
• Fraud waste: 15% = $4,500
• Attribution overlap: 10% = $3,000
• Total waste: $7,500/month

MMP cost: $1,500/month

Fraud prevention saves: ~$3,000-4,000/month (assuming 70% effectiveness)

Better attribution saves: ~$2,000-2,500/month

Total monthly value: $5,000-6,500

Net ROI: $3,500-5,000/month positive

Payback: Immediate

Negotiation Tips

MMP pricing is highly negotiable, especially for annual contracts.

Leverage Points

Timing:

• End of quarter (especially Q4) yields best discounts
• Platforms have quotas to hit

Commitment:

• Annual contracts: 15-25% discount
• Multi-year contracts: 30-40% discount

Volume:

• If you're growing fast, negotiate based on future volume
• Lock in current pricing for 2-3 years

Competition:

• Get quotes from 2-3 platforms
• Use competing offers as leverage

What's Negotiable

Pricing:

• Per-event rates
• Tier thresholds (e.g., push from 500K to 750K events at same price)
• Overage rates

Features:

• Unlock higher-tier features at lower tier pricing
• Waive implementation fees
• Include additional apps

Terms:

• Payment terms (quarterly vs annual)
• Early termination clauses
• Price locks for multi-year deals

What's Not Negotiable

• Public free tier features
• Industry-standard security and compliance
• Core platform functionality

Real Negotiation Example

Initial quote: $2,000/month for 1M events (AppsFlyer Premium)

Negotiation points:

• Annual contract: -15% = $1,700/month
• Commit to 2M events within 12 months: -10% = $1,530/month
• Waive $2,000 implementation fee
• Lock rate for 2 years

Final price: $1,530/month ($18,360/year) vs $24,000 originally

Savings: $5,640/year (23.5%)

Cost Optimization Strategies

Right-Size Your Event Tracking

Not every event needs to be tracked at the MMP level.

Keep in MMP:

• Install
• First open
• Registration/signup
• Purchase
• Key conversion events

Move to Firebase/Mixpanel:

• Session start
• Screen views
• Feature usage analytics
• Non-conversion interactions

Potential savings: 30-50% reduction in billable events

Use Free Tiers Strategically

If you have multiple apps:

• Keep primary app on paid MMP
• Put secondary apps on free tiers (Branch, AppsFlyer Essential)
• Use Firebase for apps without paid acquisition

Consolidate Apps

If you have multiple apps with low individual volumes:

• Consider consolidating analytics into a single MMP account if usage allows
• Some platforms charge per app, others by total events

Annual vs Monthly

Annual contracts save 15-25% but reduce flexibility.

Choose annual if:

• You're confident in the platform
• You have budget certainty
• You're optimizing for cost

Choose monthly if:

• You're testing MMPs
• You're in high-growth phase with uncertain needs
• Flexibility matters more than 15-25% savings

FAQs

How much does AppsFlyer cost?

AppsFlyer uses tiered pricing based on monthly events and features. A limited free plan (Essential) covers basic needs for small apps. Paid plans typically start around $500-800/month for apps with 100K-500K monthly events, scaling to $2,000-5,000+ for enterprise plans with 5M+ events.

What's the cheapest MMP option?

Tenjin is the most affordable full-featured MMP, starting at $200/month for up to 10,000 attributions. Branch offers a generous free tier for early-stage apps. For basic needs, Firebase Analytics is free but lacks true cross-channel attribution.

Do MMPs charge per install or per event?

Most MMPs charge based on tracked events (installs plus in-app events) or Monthly Active Users (MAU). Typical pricing is $0.005-0.02 per event depending on volume. Some like Branch use hybrid models charging platform fees plus volume credits for events they directly influence.

Can I switch MMPs without paying two platforms at once?

During migration, you'll typically run dual tracking for 30 days to validate accuracy, meaning you'll pay both platforms for one month. Budget for this overlap when planning switches.

Are there additional costs beyond the base MMP fee?

Yes, potential additional costs include: overage charges when exceeding event limits, per-app fees for multiple apps, premium support tiers, data export fees, and implementation/onboarding fees. Always clarify what's included in base pricing.

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MMP costs range from free to $20,000+/month depending on scale and features. The key is matching your spend to your actual needs—not what the sales team recommends. For most apps under $25,000/month in ad spend, budget options like Tenjin or Branch provide 90% of the value at 30% of the cost.