--- title: MMP Evaluation Criteria: 17 Requirements description: The 17 requirements used to evaluate an MMP, grouped into pricing, privacy, deep linking, data, teams and support, with what counts as a yes for each vendor. url: https://mmpscorecard.com/criteria/ --- [Scorecard](https://mmpscorecard.com/) / Criteria # MMP evaluation criteria Seventeen requirements in six areas, what counts as a yes for each, and how the nine vendors mark. **Short answer** The scorecard uses 17 requirements in six areas: pricing, privacy and SKAN, deep linking, data and exports, agencies and teams, and support and region. Each has a plain definition of what counts as a yes, so every vendor is marked the same way. ## Which areas should an MMP evaluation cover? - [**Pricing and cost** Published pricing, free plan, low price at your volume, fraud protection included. What the MMP costs at your volume, whether you can start free, and which features cost extra.](https://mmpscorecard.com/criteria/pricing/) - [**Privacy, SKAN and compliance** SKAN 4 support, enterprise compliance, self-hosted option. iOS measurement under SKAN, security certifications and where your raw data lives.](https://mmpscorecard.com/criteria/privacy-and-skan/) - [**Deep linking and channels** Deferred deep linking, web-to-app attribution, ctv attribution. Deferred deep links, web-to-app journeys and connected TV.](https://mmpscorecard.com/criteria/deep-linking-and-channels/) - [**Data, exports and integrations** Unrestricted data exports, warehouse delivery, large partner ecosystem. Getting raw data out, into your warehouse, and how many partners the MMP already talks to.](https://mmpscorecard.com/criteria/data-and-exports/) - [**Agencies and teams** Unlimited seats, agency multi-client access. Seats for the whole team and access for the agencies that run your campaigns.](https://mmpscorecard.com/criteria/agencies-and-teams/) - [**Support and region** India support, long market track record. A team in your region and how long the vendor has been in the market.](https://mmpscorecard.com/criteria/support-and-region/) ## What counts as a yes? | Requirement | Area | What counts as a yes | |---|---|---| | [Published pricing](https://mmpscorecard.com/criteria/pricing/) | Pricing | Per-install or plan prices are on the vendor's public pricing page. | | [Free plan](https://mmpscorecard.com/criteria/pricing/) | Pricing | A free plan with no time limit, not just a trial. | | [Low price at your volume](https://mmpscorecard.com/criteria/pricing/) | Pricing | List price at your monthly installs is the lowest, or close to it, among vendors that publish a price. | | [Fraud protection included](https://mmpscorecard.com/criteria/pricing/) | Pricing | Fraud detection is included on every plan rather than sold as an add-on. | | [SKAN 4 support](https://mmpscorecard.com/criteria/privacy-and-skan/) | Privacy and SKAN | SKAdNetwork 4 is documented, including coarse values and multiple postbacks. | | [Enterprise compliance](https://mmpscorecard.com/criteria/privacy-and-skan/) | Privacy and SKAN | Both SOC 2 Type 2 and ISO 27001 are stated by the vendor. | | [Self-hosted option](https://mmpscorecard.com/criteria/privacy-and-skan/) | Privacy and SKAN | A self-hosted or bring-your-own-cloud deployment is offered. | | [Deferred deep linking](https://mmpscorecard.com/criteria/deep-linking-and-channels/) | Deep linking | Deferred deep links (routing a new user to in-app content after install) on the entry plan. | | [Web-to-app attribution](https://mmpscorecard.com/criteria/deep-linking-and-channels/) | Deep linking | Web visits and web campaigns can be attributed to app installs on standard plans. | | [CTV attribution](https://mmpscorecard.com/criteria/deep-linking-and-channels/) | Deep linking | Connected TV campaigns can be measured on standard plans. | | [Unrestricted data exports](https://mmpscorecard.com/criteria/data-and-exports/) | Data and exports | Raw, user-level data exports are available on every plan. | | [Warehouse delivery](https://mmpscorecard.com/criteria/data-and-exports/) | Data and exports | Scheduled delivery to named warehouses or cloud storage (BigQuery, Snowflake, S3 and similar) on standard plans. | | [Large partner ecosystem](https://mmpscorecard.com/criteria/data-and-exports/) | Data and exports | The vendor publishes a partner or ad network count of 1,000 or more, or says it integrates with thousands. | | [Unlimited seats](https://mmpscorecard.com/criteria/agencies-and-teams/) | Agencies and teams | No limit on dashboard users is stated by the vendor. | | [Agency multi-client access](https://mmpscorecard.com/criteria/agencies-and-teams/) | Agencies and teams | One agency login covers several client apps, with permissions the client controls. | | [India support](https://mmpscorecard.com/criteria/support-and-region/) | Support and region | An office or support team in India is documented. | | [Long market track record](https://mmpscorecard.com/criteria/support-and-region/) | Support and region | Founded ten or more years ago. | ## Questions **What are the most important MMP evaluation criteria?** For most growth teams: price at their volume, deferred deep linking on the entry plan, raw data exports, SKAN 4 support and seats. Larger companies add security certifications, warehouse delivery and partner coverage; agencies add multi-client access. **What is an MMP scorecard?** An MMP scorecard is a weighted list of requirements used to compare mobile measurement partners. Each vendor is marked yes, partly, no or not published on each requirement from its own published facts, and the weights decide the final score. **What questions should I ask MMP vendors in an RFP?** Ask about the all-in cost at your volume, which plan each feature sits on, raw data exports, SKAN 4 support, deferred deep linking, seats, security certifications and support response times. The MMP RFP template on this site has the full list, free to copy. **What does Not published mean on this site?** It means the vendor's own pricing page, docs or trust centre did not state the fact when it was checked. It is not a no: the scorecard shows it as a question mark and adds it to your RFP questions. **How often are the facts checked?** Every fact was read from the vendor's own pages, with the latest check on 2 Nov 2026. Vendors change plans and prices, so each mark links to its source and corrections are welcome.