MMP migration guides
Each step of a switch between mobile measurement partners, from published vendor docs.
Eight guides that follow the order of a real switch: timing, running two SDKs, keeping history, telling ad networks, moving deep links, rebuilding SKAN, leaving Firebase Dynamic Links and choosing where to move.
Which guide do you need?
- How long does an MMP switch take?An MMP switch runs in seven phases, from contract notice to decommission. See realistic ranges, vendor renewal notice periods and ad network learning phases.
- How to run two MMP SDKs in parallelRunning two MMP SDKs in parallel lets you compare numbers before cutover. What AppsFlyer and Singular document, where it double counts, and when to stop.
- How to keep historical attribution data when you switch MMPKeep historical attribution data when you switch MMP: export windows per vendor, what each deletes after the contract ends, how to import, and warehouse tips.
- How to tell ad networks and partners you changed MMPWhat to change at Meta, Google Ads, TikTok, Snapchat, Apple Ads and with affiliates when you switch MMP, plus a notification checklist to work through.
- How to migrate deep links to a new MMP without breaking themMove deep links to a new MMP without dead links: AASA and assetlinks.json rules, keeping your link domain, vendor domain limits and a safe cutover order.
- How to remap SKAN conversion values when you switch MMPOnly one SDK may set SKAN conversion values. How to hand over the schema, reconnect Meta and Google, and time the cutover around the 0 to 35 day windows.
- How to move off Firebase Dynamic Links after the shutdownFirebase Dynamic Links shut down on 25 August 2025 and old links now return 404. What still works, how to export link data and the replacement options.
- How to choose where to move when you leave your MMPCompare MMPs on what matters when you switch: published pricing, export limits, renewal notice and data after termination, with a ranked list and key questions.
Questions
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.
What happens to my deep links when I leave an MMP?
None of the vendors we checked publishes what happens to its links after an account ends. Plan to re-create the links you still need on a domain you control before the old account closes.