Tracking mobile app conversions and MMPs
Tracking mobile app downloads and in-app purchases requires server-to-server integration with Mobile Measurement Partners (MMPs).
Server-to-server mobile measurement architecture#
Because mobile app downloads occur inside Apple App Store or Google Play environments where client-side JavaScript cannot execute, app tracking relies on Mobile Measurement Partners (MMPs).
As explained in Microsoft Mobile App Conversion Docs, 2026, certified MMP SDKs record app opens and send secure postbacks to Microsoft Advertising.
Certified Mobile Measurement Partners (MMPs)#
Microsoft Advertising natively supports integration with leading mobile attribution platforms:
- AppsFlyer: Full install and in-app event postback support.
- Adjust: Server-to-server attribution and revenue tracking.
- Kochava: Advanced fraud filtering and deep linking analytics.
- Singular: Unified marketing data and cost aggregation.
- Branch: Deferred deep linking and cross-platform attribution.
Configuring in-app event and revenue postbacks#
Beyond initial downloads, configure postbacks for post-install milestones (account registration, trial start, subscription, in-app purchase) as detailed in Microsoft App Install Goal API, 2026.
Passing in-app revenue postbacks unlocks Target ROAS bidding for high-monetisation mobile apps.
Tracking Windows Store desktop applications#
For Windows desktop software distributed via the Windows Store, Microsoft Partner Center analytics natively integrate with Microsoft Advertising without requiring external third-party SDKs.
Explore our Microsoft Ads Hub for complete software marketing frameworks.
MMP integration workflow#
The table below summarizes the four key steps required to activate app tracking via an MMP.
| Step | Action in Microsoft Ads | Action in MMP Dashboard |
|---|---|---|
| 1. Create Goal | Add Mobile App Install conversion goal | Generate Microsoft partner postback URL |
| 2. Link Account | Select attribution partner from dropdown | Authorize Microsoft Ads connection |
| 3. Map Events | Define event categories (Install, Purchase) | Configure in-app event mapping to Microsoft IDs |
| 4. Verify | Check goal status changes to Active | Send test install postback to verify payload |
Frequently asked questions#
What is an MMP in mobile app advertising?
A Mobile Measurement Partner (MMP) is an independent attribution platform that verifies app installations and in-app events using mobile device identifiers.
Can I track app installs without using an MMP?
For Windows Store desktop apps, native Microsoft tracking is available; for iOS and Android mobile apps, a certified MMP integration is required.
How does Microsoft Ads receive app install data from AppsFlyer or Adjust?
When a user clicks an ad and installs your app, the MMP SDK records the install and fires a secure server-to-server HTTP postback to Microsoft Advertising.
Can I track in-app purchases on Microsoft Ads?
Yes, you can map custom in-app purchase events in your MMP to send dynamic transaction values back to Microsoft Advertising.
What attribution window should I use for app campaigns?
A 7-day or 30-day click-through install window is standard practice across mobile measurement platforms.
Read more on this topic#
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