--- title: Switching MMP: Updating Ad Networks and Partners description: What to change at Meta, Google Ads, TikTok, Snapchat, Apple Ads and with affiliates when you switch MMP, plus a notification checklist to work through. url: https://switchmmp.com/guides/tell-ad-networks-and-partners/ --- [Planner](https://switchmmp.com/) / [Guides](https://switchmmp.com/guides/) / How to tell ad networks and partners you changed MMP # How to tell ad networks and partners you changed MMP What to change at Meta, Google Ads, TikTok, Snapchat, Apple Ads and with affiliates when you switch MMP, plus a notification checklist to work through. **Short answer** Each network needs the new MMP connected and the old one retired: a new **Google Ads link ID per app**, a new partner connection in Meta Events Manager, MMP setup in TikTok and Snapchat, and new tracking links and postbacks for affiliates. Apple publishes nothing on Apple Ads account changes; the AdServices token simply goes to the new MMP. ## What does telling ad networks mean? Telling ad networks you changed MMP means re-pointing each network's attribution integration, conversion import and postbacks from the old MMP to the new one, so bidding keeps receiving the right events. **Self-attributing network (SAN):** a network such as Meta or Google that attributes installs itself and shares results with your MMP, rather than relying on tracking links. **Link ID:** the identifier Google Ads creates to connect one app to one third-party app analytics provider. ## Meta Meta connects MMPs through Partner Integrations. You connect your partner account to Meta Ads Manager and configure app events in Meta Events Manager, which walks through choosing the app and ad account and setting up the partner. - Meta's listed partners include Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular and Tenjin. - Meta recommends sending postbacks for events attributed to all media sources, including organic. - For value optimisation, send each event through one channel only: the Facebook SDK, an MMP or the Conversions API. During a parallel run, that means one MMP per event. - For SKAN, the new MMP provides a URL you paste into "Import from partner app" in Events Manager. - Meta publishes no rule limiting an app to one MMP, and does not name an MMP change as a learning trigger. Changing an ad set's optimisation event is a significant edit and may restart learning, which usually ends after about 50 results in a week. ## Google Ads Google links third-party providers by link ID, through Tools, then Data manager, then Connect Product, then Third-party app analytics, then Create link ID. Providers not listed use "Other provider". - **One link ID per app.** Google says you need a different link ID for each app you track with a third-party provider. - **Paste it into the new MMP.** The link shows "Unverified" until the ID is in the provider's account. - **Regenerating stops the old one.** Google says that once you regenerate the link ID, the old one stops working. Do not regenerate during a parallel run unless you mean to cut the old MMP off. - **New conversion actions start as secondary.** Google Ads creates and enables app conversion actions automatically when it receives data from a new partner, set to secondary by default. Set the new ones to primary and the old ones to secondary at cutover, or bidding keeps using the old MMP's events. - **Expect learning.** Smart Bidding needs a standard 7 to 14 day learning phase, and changing conversion goals during it resets the window. - **SKAN schema:** Google lets you set it through Google Analytics, a partner or the Google Ads API, and advises choosing one place. The [SKAN remapping guide](https://switchmmp.com/guides/remap-skan-conversion-values/) covers the move. ## Does TikTok support two MMPs at once? No, according to AppsFlyer's and Singular's dual-MMP documentation: TikTok for Business accepts postbacks for one MMP at a time. Move TikTok in a single step at cutover rather than running both MMPs on it. TikTok's own help centre could not be read when this guide was checked, so follow the MMP setup steps in TikTok Events Manager as described in TikTok's help centre. X Ads, per the same AppsFlyer and Singular pages, does not support multiple MMP integrations at all. ## Snapchat Snapchat's MMP integration article could not be read when this guide was checked. Follow the MMP integration steps in the Snapchat Business Help Center, select the new MMP as partner, and confirm events arrive before retiring the old one. ## Apple Ads Apple Ads attribution runs through the AdServices framework. The app requests an attribution token, which has a 24-hour lifetime, and Apple says you can provide it to an MMP or send it to Apple's API yourself. - The new MMP's SDK needs to collect and send the token. - Apple publishes nothing on changes needed in the Apple Ads account when an app switches MMP. - Check Apple Ads installs in the new MMP during the parallel run, as for any other network. ## Affiliates, agencies and other partners Partners that use tracking links need new links and new postbacks. - **New tracking links** from the new MMP for every affiliate, influencer and owned channel. Old links depend on an account you are closing, and vendors do not publish what happens to them afterwards. - **New postback URLs** for networks that receive install and event postbacks. Activate each partner in the new MMP and map events before cutover. - **Remove old SAN settings.** Airbridge's migration guide says the previous MMP's postbacks and SAN partner setting must be removed, or events may be counted twice. - **Agencies** need access to the new dashboard and a date from which to report on it. - **Deep links** on a new link domain need updating everywhere they are published; see [migrating deep links safely](https://switchmmp.com/guides/migrate-deep-links-safely/). If a partner reports zero conversions after the switch, start with [postbacks not reaching the network](https://attributiondebugger.com/symptoms/postbacks-not-reaching-network/). ## Notification checklist Work through this in order. The [migration checklist](https://switchmmp.com/checklist/) holds the full version, and the [planner](https://switchmmp.com/) puts dates on it. 1. List every network, affiliate, agency and internal team that receives attribution data. 2. Connect the new MMP in Meta Events Manager and set the SKAN partner URL. 3. Create a Google Ads link ID per app for the new MMP and paste it in. 4. Set up the new MMP in TikTok and Snapchat per their help centres, planning TikTok as a single-step move. 5. Confirm the new SDK sends the Apple AdServices token. 6. Issue new tracking links and postbacks to affiliates and partners. 7. Agree a cutover date with agencies and internal reporting owners. 8. At cutover, set new Google conversion actions to primary and old ones to secondary. 9. Remove the old MMP's postbacks, SAN settings and partner integrations. 10. Watch postback delivery and bidding through at least Google's 7 to 14 day learning phase. The [parallel run guide](https://switchmmp.com/guides/run-two-mmp-sdks-in-parallel/) explains which networks can take two MMPs during step 2 to step 8. For background on why Meta and Google behave differently from link-based partners, see this [self-attributing network explainer](https://linkrunner.io/glossary/what-is-a-self-attributing-network?utm_source=switchmmp&utm_medium=referral&utm_campaign=guides-tell-ad-networks-and-partners). ## Questions **Do I need a new Google Ads link ID when I switch MMP?** Yes. Google requires a link ID per app per third-party provider, and you paste it into the new MMP's account. Leave the old link in place until cutover, because regenerating an ID stops the old one working. **Why does Google Ads keep bidding on the old MMP's events?** Conversion actions created from a new partner start as secondary by default. Until you set them to primary and demote the old ones, Smart Bidding keeps optimising on the old MMP's data. **Do I need to change anything in Apple Ads?** Apple publishes nothing on account changes for an MMP switch. What matters is that the new MMP's SDK collects the AdServices attribution token, which expires after 24 hours. **Can Meta receive events from two MMPs?** Meta publishes no one-MMP rule, but for value optimisation it asks that each event comes through one channel only. Send each event from one MMP at a time to avoid duplicates. **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. ## More guides - [**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.](https://switchmmp.com/guides/how-long-does-an-mmp-switch-take/) - [**How to run two MMP SDKs in parallel** Running two MMP SDKs in parallel lets you compare numbers before cutover. What AppsFlyer and Singular document, where it double counts, and when to stop.](https://switchmmp.com/guides/run-two-mmp-sdks-in-parallel/) - [**How to keep historical attribution data when you switch MMP** Keep historical attribution data when you switch MMP: export windows per vendor, what each deletes after the contract ends, how to import, and warehouse tips.](https://switchmmp.com/guides/keep-historical-attribution-data/) - [**How to migrate deep links to a new MMP without breaking them** Move 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.](https://switchmmp.com/guides/migrate-deep-links-safely/) - [**How to remap SKAN conversion values when you switch MMP** Only 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.](https://switchmmp.com/guides/remap-skan-conversion-values/) - [**How to move off Firebase Dynamic Links after the shutdown** Firebase 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.](https://switchmmp.com/guides/move-off-firebase-dynamic-links/) - [**How to choose where to move when you leave your MMP** Compare MMPs on what matters when you switch: published pricing, export limits, renewal notice and data after termination, with a ranked list and key questions.](https://switchmmp.com/guides/choose-where-to-move/)