A closer look at MMP migration with Adjust

Changing your mobile measurement partner (MMP) is rarely a decision made lightly. Your attribution platform sits at the centre of your measurement strategy, supporting campaign optimization, reporting, budgeting, and product decisions. Any interruption has the potential to affect multiple teams.

That is why migration needs to be carefully planned. The right process preserves historical data, maintains campaign continuity, gives your team confidence that reporting remains reliable throughout the transition, and promises better business outcomes as soon as possible. 

Having supported multiple thousands of migrations, Adjust has developed a structured but flexible onboarding process that helps clients move from another MMP with minimal disruption. While every implementation is tailored to the complexity of each business, most migrations are completed within one to six weeks.

Every migration begins with a clear understanding of your existing measurement setup and your business objectives. In addition to a standard implementation checklist, we develop an onboarding plan based on your app architecture, marketing strategy, reporting requirements, partner ecosystem, and internal workflows.

During this stage, our implementation team works closely with your marketing, engineering, business intelligence and any other relevant teams to define the scope of the migration. Together, we review your attribution settings, event taxonomy, reporting requirements, partner integrations, and success metrics before agreeing on a migration timeline.

Historical data planning also begins at this stage. Existing users, campaign structures, and reporting requirements all need to be considered before any SDK changes are made. Early planning helps ensure reporting remains consistent after launch and reduces the risk of duplicate attribution or missing data later in the process.

The first phase focuses on building the foundation for a successful migration.

Your implementation team will configure your app within the Adjust dashboard, define your event structure, establish attribution settings, and prepare reporting infrastructure. At the same time, we'll work with your teams to map historical data from your existing MMP or business intelligence platform.

Historical data import is an important part of the migration process. Importing existing device information before releasing an app version containing the Adjust SDK allows returning users to be recognized correctly. Without this step, existing users would appear as new installs the next time they open the app.

The outcome of this phase is a complete migration plan that aligns technical implementation with your reporting and marketing requirements.

Once the migration plan has been agreed, implementation begins.

Our engineers support your development team throughout the SDK integration process, helping configure in-app events, attribution settings, deep links, callbacks, server-to-server (S2S) integrations where required, and partner connections.

Before launch, the implementation is thoroughly tested in a sandbox environment. This allows both teams to validate event tracking, attribution, reporting, and partner integrations before the updated app reaches production.

Historical data is then imported into Adjust. This takes place before the updated app is submitted to the app stores, ensuring existing users continue to be reported correctly after release.

Quality assurance is a shared responsibility throughout this stage. Regular checkpoints allow implementation issues to be identified early, keeping the migration on schedule and reducing the likelihood of unexpected issues during launch.

After the SDK has been validated and historical data has been imported, the updated version of the app can be released.

Following launch, campaign links are updated, partners complete their testing, and live reporting is monitored to confirm attribution is functioning as expected.

Migration does not end when the SDK goes live.

Implementation Engineers continue supporting technical questions throughout onboarding, while Technical Account Managers and Customer Success teams help clients adopt new features, optimize reporting, and ensure they receive long-term value from the platform. Workshops covering data analysis, campaign configuration, SDK implementation, and reporting are available throughout the onboarding process.

Migrating to a new MMP often raises questions about data quality, operational risk, and business continuity. A structured migration process addresses these concerns before launch.

Protecting historical data

Historical data remains one of the most valuable assets during migration. Adjust supports the import of existing devices and campaign metadata so that reporting remains consistent after implementation. Returning users continue to be measured correctly while historical reporting remains available for future analysis.

Preventing duplicate attribution

Duplicate attribution is avoided by importing existing device information before the updated app is released. Once those users are recognized, Adjust records future activity as sessions rather than counting them as new installs. This prevents inflated install numbers while maintaining accurate measurement across campaigns.

Maintaining campaign continuity

Campaigns, partner integrations, and tracking links are prepared during onboarding and updated once the new SDK is live. Careful sequencing minimizes disruption and allows marketing teams to resume normal activity as quickly as possible.

A well-defined migration process becomes increasingly important as app portfolios grow.

Tripledot Studios, for example migrated more than 30 live games to Adjust while maintaining continuity across reporting and daily operations. Working closely with Adjust’s implementation teams, the company completed a large-scale migration using a structured rollout plan and comprehensive documentation.

Changing your MMP should strengthen your measurement strategy, not interrupt it. With careful planning, a structured and personalized migration process keeps the project predictable and helps avoid unnecessary disruption.

Every business has different technical requirements, reporting needs, goals, and internal processes. 

Adjust's onboarding approach reflects that reality, combining a structured migration framework with guidance tailored to each client. The result is a transition that protects historical data, preserves measurement continuity, and gives your teams the confidence to start getting value from the platform from day one.

To learn more about migrating to Adjust and to see first-hand how we can grow your app business, request a demo today.