Planner / Guides / How long does an MMP switch take?

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.

Short answer

There is no single number. A switch runs through seven phases, and the parts you control least are the renewal notice period (30 or 45 days at the vendors that publish one) and how fast users install your app update. The migration planner turns these into week-by-week dates.

What is an MMP switch timeline?

An MMP switch timeline is the sequence of contract, engineering and ad network steps that moves your attribution from one mobile measurement partner to another without a gap in reporting.

Notice period: the number of days before your renewal date by which you must tell the current vendor, in writing, that you will not renew.

Learning phase: the period after a change when an ad network's bidding system recalibrates, during which results can swing.

Why is it a range, not a number?

No vendor publishes a standard switch length, so any single figure is a guess. The total depends on your contract dates, your release cycle and how many networks and partners you need to re-point.

Your renewal date is fixed by contract, not by engineering speed.
App update adoption depends on your users, not on you. Old app versions keep reporting to the old SDK until people update.
Learning phases are set by each ad network and restart when conversion goals change.
Partner count matters: every network, affiliate and agency needs new links or postbacks.

The methodology page explains how the planner turns these into week ranges.

The seven phases

1. Contract notice

Find your renewal date and notice deadline first. Missing it can mean another full term. Published terms say an Order Form can override the defaults, so check your own contract.

2. Data export

Raw data windows are short at some vendors. AppsFlyer's raw reports API has a 90-day historical lookback, and Branch's Custom Exports cover a 120-day rolling window. Start exports early: the historical data guide lists each vendor's limits.

3. SDK release and app update adoption

The new SDK ships in a normal app release. How long until most active users run it typically depends on your release cycle and how often your users update.

On Android 15 and later, assetlinks.json changes can take up to seven days to reach all devices.
On Android 14 and lower, updates are usually picked up only on app install or update.

New tools vary in setup speed. MMPs such as Linkrunner state that teams go live within a week, but that covers integration, not user adoption. This SDK integration timeline breaks the engineering side down further.

4. Partner and network setup

Each network needs the new MMP connected: a new Google Ads link ID per app, a new partner connection in Meta Events Manager, new tracking links and postbacks for affiliates. This can run alongside phase 3.

5. Parallel run

Both SDKs report while you compare numbers. The planner pencils in 2 to 4 weeks, because Google says Smart Bidding needs a 7 to 14 day learning phase and Meta says ad sets usually exit learning after about 50 results in a week. The parallel run guide covers what to compare.

6. Cutover

Switch bidding conversions, postbacks and SKAN conversion value management to the new MMP. This is the moment learning phases restart, so avoid other big campaign edits in the same week.

7. Decommission

Remove the old SDK in the next release, deactivate old partner integrations and retire old tracking links. Some vendors delete data soon after the contract ends, so finish exports before this step.

Renewal notice periods by vendor

These are the published defaults. Your Order Form may say something different.

Vendor	Published renewal terms
Adjust	12-month terms that auto-renew; written notice at least 45 days before the term expires
Airbridge	Not published
AppMetrica	No automatic renewal stated; either party may terminate on at least 30 calendar days' written notice
AppsFlyer	Auto-renews unless written notice is given 45 days before the term ends; renewal fees may rise by up to 7%
Branch	One-year auto-renewal unless notice is given at least 30 days before the term ends; renewal at list price
Kochava	Free plan: month to month, 10 days' notice; paid plan terms not published
Linkrunner	Postpaid, no annual lock-in
Singular	Auto-renews unless notice of non-renewal is given at least 30 days before the period ends
Tenjin	Auto-renews unless notice is given at least 30 days before the term expires; early cancellation leaves fees due for the rest of the term

If a renewal price rise is what started the switch, this guide to avoiding MMP price hikes covers negotiation timing.

How long do learning phases last after cutover?

Google publishes a 7 to 14 day learning phase for Smart Bidding, and Meta says ad sets usually exit learning after about 50 results in the week after a significant edit. Neither network names an MMP change specifically as a trigger.

Google Ads: changes to budgets, targets or conversion goals during learning reset the window. Promoting a new MMP's conversion action to primary changes what you bid on, so plan it as a goal change.
Meta: changing an ad set's optimisation event counts as a significant edit and may restart learning.
SKAN on iOS: the third SKAN 4 postback can arrive 36 to 41 days after first launch, based on Apple's published conversion windows and random delays. iOS numbers settle later than Android.

Putting it together

A realistic plan works backwards from the notice deadline, not forwards from the day you sign with a new tool.

Count back from the renewal date: notice deadline, then export, then release.
Leave room for at least one full learning cycle on each network you bid on.
Keep the old contract live until the parallel run ends.
Tick each step off the migration checklist as you go.

Questions

Can I switch MMPs in under a month?

The engineering work can be fast, but user adoption of the app update and network learning phases set the real pace. Google alone publishes a 7 to 14 day learning phase for Smart Bidding, so a switch that also needs a parallel run rarely fits inside a few weeks.

What happens if I miss the renewal notice deadline?

At vendors with auto-renewal terms, the contract renews for another term, often 12 months. Adjust, AppsFlyer, Branch, Singular and Tenjin all publish auto-renewal clauses with 30 or 45 days' notice.

Should the parallel run start before or after the notice is sent?

It can start either way, as long as it ends before the old contract does. Sending notice early protects you from an unwanted renewal while the run continues.

Why does iOS take longer to settle than Android?

SKAN postbacks arrive with random delays across three conversion windows, and the last can land 36 to 41 days after first launch. Only one SDK can own SKAN conversion values, so iOS data shifts again at cutover.

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.