MMP Scorecard
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MMP RFP template

Every question to send mobile measurement partners before you sign, grouped by area and free to copy.

Short answer

A free MMP RFP template with 49 questions on pricing, SKAN and privacy, deep linking, data exports, seats and agency access, support, contract terms and migration. Copy it or download it as a text or CSV file with an answer column.

How should you use this RFP template?

The template has 49 questions across the six areas on this site, plus contract, implementation and migration. Send all of them, or weight your requirements on the scorecard to get only the ones that matter to you.

  • Ask for links: every answer should point to the vendor's pricing page, help centre or contract clause that confirms it.
  • Ask about the plan: a yes on a higher tier than the one quoted is a partly, not a yes.
  • Ask at two volumes: today's installs and twice that, so a price jump at the next tier shows up before you sign.

Price rises usually arrive at renewal; our sister site has a short guide on avoiding MMP price hikes to read alongside the commercial questions.

Download .txt Download .csv

Which questions should an MMP RFP include?

Pricing and cost

Published pricing

  1. Send your full rate card for our expected monthly volume, including every tier above it.
  2. Is the rate graduated (each tier billed separately) or volume-based (one rate for the whole month)?
  3. Which events count as billable: attributed installs only, organic installs, re-attributions or re-engagements?

Free plan

  1. What does the free plan include, and does it expire after a period or a number of installs?
  2. Which features switch off when we move from the free plan to a paid one, or when the free allowance runs out?

Low price at your volume

  1. What is the all-in monthly cost at our current volume and at twice that volume?
  2. Is there a minimum annual commitment, prepayment or platform fee on top of the per-install rate?
  3. Are price changes locked for the contract term, and how much notice do you give before a change?

Fraud protection included

  1. Which fraud types do you detect (click spam, click injection, SDK spoofing, device farms), and on which plan?
  2. Are installs flagged as fraud excluded from our bill and withheld from ad network postbacks?

Privacy, SKAN and compliance

SKAN 4 support

  1. Do you support SKAN 4 (three postbacks, coarse values, lockWindow) and AdAttributionKit today?
  2. How is the conversion value schema set up and changed, and can ad networks read it?
  3. Which plan includes SKAN reporting?

Enterprise compliance

  1. Share your current SOC 2 Type 2 report and ISO 27001 certificate, with their validity dates.
  2. Where is our data stored and processed, and which sub-processors handle it?
  3. How do you handle consent signals, deletion requests and PII hashing?

Self-hosted option

  1. Can raw events and personal data stay inside our own cloud account? On which plan, and at what cost?
  2. Which cloud providers do you support for a self-hosted or BYOC deployment?

Deep linking and channels

Deferred deep linking

  1. Are deferred deep links included on the plan you are quoting, or sold as a separate deep-linking product?
  2. Do your links support custom branded domains, Universal Links and Android App Links?
  3. How do links behave inside in-app browsers such as Instagram and Facebook?

Web-to-app attribution

  1. How do you attribute an install that started on our mobile website (web SDK, smart banner or link)?
  2. Is web-to-app measurement included or a paid add-on?

CTV attribution

  1. Which CTV platforms and ad partners can you measure, and is the match deterministic or modelled?
  2. Is CTV attribution included in the plan you are quoting?

Data, exports and integrations

Unrestricted data exports

  1. Can we export raw, user-level install and event data by CSV, API and webhook on the plan you are quoting?
  2. Are there fees, row limits or rate limits on exports or API calls?
  3. Who owns the data, and can we take all of it with us if we leave?

Warehouse delivery

  1. Which warehouses and cloud storage destinations do you deliver to, and how often?
  2. Is warehouse delivery included or a paid add-on, and from which plan?

Large partner ecosystem

  1. Send your list of integrated ad networks and confirm cost, click and postback support for each network we use.
  2. How quickly can you add a new ad network or affiliate partner, and who does the work?

Agencies and teams

Unlimited seats

  1. How many dashboard users does the plan include, and what does each extra seat cost?
  2. Can we set roles and permissions per user, and is SSO included?

Agency multi-client access

  1. How does an agency get access to our account, and what can we restrict (cost, revenue, exports)?
  2. Are campaigns an agency builds credited to that agency in reports?
  3. Does agency access cost extra, and who pays for it?

Support and region

India support

  1. Where is the team that will support us based, and in which hours and channels do they respond?
  2. What response times do you commit to on our plan, in writing?

Long market track record

  1. How many years have you operated, and how many apps of our size and category use you today?
  2. Share two references from customers in our category we can speak to.

General

Commercials and contract

  1. What is the minimum contract length, and can we pay monthly in arrears rather than annually in advance?
  2. What happens to our bill if our install volume drops or spikes for a month?
  3. What are the exit terms, and how long do we keep access to our data after the contract ends?

Implementation

  1. Which SDKs do you support for our stack (iOS, Android, React Native, Flutter, Unity, Expo, web)?
  2. How long does a typical integration take, and who on your side helps with it?
  3. How do we test attribution end to end before going live?

Migration

  1. How do you handle a move from our current MMP without losing attribution for existing users?
  2. Can we run both MMPs side by side during the switch, and for how long?

Download .txt Download .csv

Questions

What is an MMP RFP?

An MMP RFP (request for proposal) is a written list of questions sent to several mobile measurement partners so their answers can be compared line by line. It covers price, features by plan, data access, privacy, support and contract terms.

How many vendors should get the RFP?

Three or four. Score every vendor on published facts first, then send the RFP to the top three plus any vendor your agency or ad networks require.

Can I edit this RFP template?

Yes. Copy the list or download the text or CSV file and remove the questions that do not apply. The scorecard on the home page builds a shorter version from the requirements you weight.

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.