Planner / Checklist

MMP migration checklist

Every item a switch between mobile measurement partners can need, for iOS, Android and web, every major ad network, SKAN, deep links and a warehouse.

Short answer

The full MMP switch checklist, in gate order: contract and data terms, inventory, history export, new SDK and event mapping, ad networks, SKAN, deep links, parallel run, cutover and retiring the old setup. Tick items as you go, or copy and print the list.

What goes on an MMP switch checklist?

Gate 01: Check the contract and data terms Week 1
your current MMP's renewal or termination notice period is not published in the terms we read, so check your order form for the date.
What your current MMP does with your data after the contract ends is not published in the pages we read; ask for it in writing.
Write down the last day you can log in to your current MMP and work every date in this plan back from it.
Gate 02: Inventory what you measure today Week 1
List every in-app event name and revenue event you send to your current MMP, with the parameters each one carries.
List every postback: which network gets which event, with or without revenue.
List every live link: ads, QR codes, emails, push campaigns, influencer and affiliate links.
Copy the current SKAN conversion value schema value by value.
List audiences and cohorts synced from your current MMP to ad networks; they need rebuilding in the new tool.
List warehouse jobs and dashboards that read your current MMP data.
Gate 03: Export your history Weeks 2 to 3
Ask your current MMP how far back raw data can be pulled, and export it before your access ends.
Keep aggregated reports by day, network, campaign and platform for year-on-year comparisons; raw rows are only needed where you will re-use them.
Load the export into your warehouse with a column that marks which MMP each row came from, so old and new data never mix silently.
Gate 04: Add the new SDK and map events Weeks 2 to 3
Map each event name from your current MMP to the name the new SDK will send, in one sheet that engineering and marketing both sign off.
Add the new SDK in a test build and check installs, events and revenue arrive in your new MMP before any release.
Web: add the new web SDK or web-to-app flows if you measure web visits that lead to installs.
Set up warehouse delivery or scheduled exports from your new MMP now, so the first day of new data lands in the same place as the history.
Gate 05: Connect ad networks and partners Weeks 3 to 4
Meta: connect your new MMP through partner integrations in Events Manager, and send each event through one channel only (MMP, Meta SDK or Conversions API), as Meta advises for value optimisation.
Google Ads: create a new link ID for each app under Tools > Data manager > Third-party app analytics. App conversion actions from a new partner arrive as secondary by default, so you choose when they become primary.
TikTok: AppsFlyer and Singular both document that TikTok supports one MMP at a time, so plan a hard switch date for TikTok rather than a parallel run. Use TikTok's own MMP setup in its Events Manager.
Apple Search Ads: the app's AdServices token is handed to the MMP SDK. Apple publishes no steps for the Apple Ads account when you change MMP, so check your new MMP reads the token in the test build.
Snapchat: connect your new MMP using Snap's MMP integration help. Snap's article could not be read on 2 Nov 2026, so follow the version live on the day.
Other networks and affiliates: ask each one whether it accepts two MMPs at once (X Ads does not, per AppsFlyer and Singular), then send new tracking links and postback URLs.
Tell agencies and affiliates the cutover date and the new tracking links they must use from that day.
Gate 06: Rebuild the SKAN schema Weeks 3 to 4
Only one SDK should manage SKAN conversion values in an app: AppsFlyer, Branch, Kochava and Singular all say so. Pick the date SKAN control moves to your new MMP.
Find where your current MMP holds your SKAN conversion value schema and note every value before you rebuild it.
Rebuild the conversion value schema in the new MMP's SKAN settings.
Meta: replace the Import from partner app URL in Events Manager with the new MMP's, and avoid decreasing values or using lock windows, as Meta advises.
Google Ads: set the schema in one place only (Google Analytics, an App Attribution Partner or the Google Ads API), as Google advises.
SKAN postbacks only go to one MMP, so postbacks for installs before the switch keep arriving at the old setup: the third window ends 35 days after first launch, plus up to 144 hours of random delay.
Gate 07: Move deep links Weeks 3 to 5
your current MMP does not publish what happens to its links when an account ends.
Decide: keep your link domain or start a new one. A domain serves one apple-app-site-association file, so it can point at only one provider at a time.
Android: assetlinks.json changes can take up to 7 days to reach Android 15+ devices, and on Android 14 and lower they are picked up on app install or update. Ship the new domain in the app well before cutover.
iOS: add the new domain to Associated Domains in the app build that carries the new SDK.
Swap links in this order: always-on ads and QR codes first, then emails and push, then influencer and affiliate links.
Gate 08: Release and run both SDKs Weeks 4 to 9
Release the app version with the new SDK. AppsFlyer's Adjust migration guide recommends removing the old SDK in the same release; keeping both for a while risks double attribution and double charges, so keep each network's postbacks on one MMP only.
We did not find a guide from your current MMP on running two MMP SDKs in one app.
Compare daily installs by network and platform in both tools; read gaps against each tool's attribution windows before calling one wrong.
Run long enough to cover a full Google Smart Bidding learning phase (Google says 7 to 14 days).
Android: the Play Install Referrer stays readable for 90 days after install, so the new SDK can attribute users who installed shortly before they updated.
Watch app update adoption: the new SDK only measures users on the new version.
Gate 09: Cut over Weeks 6 to 10
Turn off your current MMP's postbacks for each network on the cutover date.
Airbridge's migration guide warns events may be counted twice if the previous MMP's postbacks and SAN setting stay on; switch them off on this date.
Google Ads: make the new app conversion actions primary and the old ones secondary on the same day. Google says changing conversion goals resets the 7 to 14 day Smart Bidding learning window.
Meta: changing an ad set's optimisation event is a significant edit that may restart learning; ad sets usually exit learning after about 50 results in a week.
Move SKAN control to your new MMP on the date you chose, and turn off SKAN handling in the other SDK.
Point dashboards and warehouse jobs at the new source.
Gate 10: Retire the old setup Weeks 7 to 12
Take a final export from your current MMP before the end date.
Send the non-renewal notice in time: your current MMP's renewal or termination notice period is not published in the terms we read, so check your order form for the date.
Remove the your current MMP SDK in the next app release.
Remove the old link domain's DNS records only after old links are retired.

Generic version. For vendor-specific notice periods and export windows, use the planner. Ticks are not saved.

Questions

What should an MMP migration checklist include?

Contract notice and data deletion dates, history exports, event name mapping, ad network connections, the SKAN schema, deep link domains, a parallel run, a single cutover date and removing the old SDK. The list on this page covers all of them.

Can I tailor this checklist?

Yes. The planner on the home page builds the same checklist for your own vendors, platforms and ad networks, with each vendor's published notice periods and export windows filled in.

How long does it take to switch MMP?

This site's planner pencils in about 7 to 12 weeks from contract check to retiring the old setup, most of it a 2 to 4 week parallel run. No vendor publishes a standard length; your release cycle, renewal notice and ad-network learning phases set the real pace.

Can I run two MMP SDKs at the same time?

Yes, for a while. AppsFlyer and Singular both publish guides for measuring with two MMPs, but SKAN postbacks go to only one MMP, TikTok supports one MMP at a time and X Ads does not support two.

Will I lose my historical attribution data?

Only if you do not export it in time. Export windows differ: AppsFlyer raw reports have a 90-day lookback, and Adjust's terms say customer data is deleted within 60 days of termination.

Do I need to tell my ad networks when I switch MMP?

Yes. Each network needs the new MMP connected (Meta partner integrations, a new Google Ads link ID per app, TikTok's own MMP setup), and the old postbacks switched off on the same date so conversions are not counted twice.