Measure your ads
without an MMP.
Mobile measurement partners are built for teams with big budgets and many ad networks. If you run Meta ads for one or a few iOS apps, there's a lighter way to know what's working.
Different jobs, different tools
An MMP attributes each install to the ad that caused it, across every network you buy from, using an SDK inside your app and Apple's SKAdNetwork postbacks. That's the right tool when you spend across many networks and need deterministic, per-user attribution.
Most indie developers and small studios don't. They run Meta, check App Store Connect, and try to connect the two in a spreadsheet. Ads Manager is that spreadsheet, done properly: aggregate, country-level measurement of what each campaign added, with no SDK at all.
| Typical MMP | Ads Manager | |
|---|---|---|
| SDK in your app | Required | None |
| Install source | SDK events and SKAdNetwork postbacks | App Store Connect sales reports |
| Measurement | Per-install attribution | Campaign lift against a baseline, per country |
| Ad networks | Many | Meta (Facebook, Instagram) |
| Setup | SDK, app release, postback config | A Meta token and an App Store Connect key |
| Your data lives | On the vendor's servers | On your Mac and iPhone |
| Recommendations | Dashboards | Claude-powered Advisor and Autopilot |
| Price | Usually tied to installs or ad spend | Free, or Pro at €79 a year |
When you should still get an MMP
- You buy from several networks at once and need to de-duplicate installs between them.
- You optimise campaigns on in-app events (purchases, subscriptions) through SKAdNetwork conversion values.
- You run so many overlapping campaigns in the same countries that before-and-after lift can't separate them.
If none of those apply yet, start with the numbers you already own. Read how the lift is measured or try the CPI calculator with your last campaign.
Questions
Does Ads Manager replace SKAdNetwork?
No, it doesn't use it. It measures campaigns from aggregate App Store installs per country, which needs no SDK and no ATT consent.
Can I use Ads Manager alongside an MMP?
Yes. It's a useful sanity check: if your MMP credits Meta with installs but the country-level lift is flat, something is off.
Does it support Google Ads or TikTok?
Not today. Ads Manager focuses on Meta ads for App Store apps.
Know what's working.
Free for one app and one ad account. Every Pro feature free for 14 days.