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Tool comparison

AppsFlyer vs Kochava: Which MMP Should You Use?

Verdict

AppsFlyer and Kochava are both mature mobile measurement partners (MMPs) trusted by large app publishers, but they differ in approach. AppsFlyer has the largest media partner integration network, the most widely cited deterministic attribution methodology, and strong self-serve tooling — it is the default choice for mobile growth teams that prioritize ecosystem breadth and partner coverage. Kochava competes on pricing flexibility, raw data access, and strong fraud filtering, with a model that appeals to performance marketers who want unmediated access to impression- and click-level data and are willing to invest in configuration. Teams with complex data warehouse integrations or a heavy DSP/programmatic mix often prefer Kochava's data portability; teams optimizing across many ad networks and wanting out-of-the-box partner reporting lean toward AppsFlyer.

Head-to-head

Media partner integrations

Winner: AppsFlyer

AppsFlyer

AppsFlyer's integration network covers over 10,000 media partners and is the most complete in the MMP market. This breadth means newly launched ad networks and DSPs prioritize AppsFlyer certification, and self-attributing networks like Google, Meta, and TikTok all have deep, validated integrations.

Kochava

Kochava maintains integrations with several thousand media partners, covering all major networks. For most app marketers, partner coverage is adequate. However, niche networks and newly launched platforms are more likely to be on AppsFlyer first, which can create lag when testing emerging inventory sources.

Attribution methodology

Tie

AppsFlyer

AppsFlyer uses deterministic matching (device ID) with probabilistic fallback and a configurable attribution window. Its Protect360 fraud layer applies before attribution finalization. The methodology is well-documented and broadly accepted by media partners as the reference source of truth.

Kochava

Kochava offers multi-touch attribution, configurable lookback windows, and its own probabilistic matching model. Its Fraud Console applies real-time and post-attribution fraud filtering. The methodology is comparable in capability, but AppsFlyer's documentation and partner validation process are more widely cited in the industry.

Fraud protection

Tie

AppsFlyer

Protect360 provides automated fraud detection and blocking across install and in-app event fraud types. It integrates at the postback level, preventing fraudulent installs from counting in campaign optimization. Reporting separates organic, attributed, and blocked traffic.

Kochava

Kochava's Fraud Console is more configurable and offers raw fraud signal data for custom rule construction — a strength for teams that want to fine-tune fraud logic rather than rely on black-box detection. The trade-off is that it requires more setup and expertise to get full value from the filtering layer.

Privacy and SKAdNetwork

Tie

AppsFlyer

AppsFlyer was among the first MMPs to build a full SKAdNetwork (SKAN) framework for iOS privacy compliance, including its own privacy cloud for aggregated attribution across self-attributing networks. Data Clean Room integrations (Google, Meta) allow privacy-safe audience activation.

Kochava

Kochava also supports SKAN and has a privacy-focused measurement product (Privacy-Preserving Attribution). Its raw data export approach gives legal and data engineering teams more control over what data is retained and how, which can simplify GDPR and CCPA compliance audits.

Data access and portability

Winner: Kochava

AppsFlyer

AppsFlyer provides a Data Locker for raw data export to cloud storage, along with Pull API and Push API options. Data access is comprehensive but organized around AppsFlyer's data model, which requires transformation before loading into a custom warehouse schema.

Kochava

Kochava positions data portability as a core differentiator: raw click, impression, and install data exports are more granular, and its Data Delivery suite is designed for teams that build custom attribution and analytics pipelines on top of MMP raw data.

Pricing model

Winner: Kochava

AppsFlyer

AppsFlyer charges per conversion (install or in-app event), with pricing negotiated based on volume. Costs scale directly with campaign performance, which can become significant for high-volume apps. Some teams find the per-conversion model creates billing unpredictability during campaign pushes.

Kochava

Kochava offers a cost-per-install pricing model and a free tier (Kochava Free) for smaller apps, as well as enterprise contracts. The free tier is a genuine starting point for indie developers and early-stage apps before they commit to full MMP spend.

Choose AppsFlyer if

  • App marketers running campaigns across many ad networks who need the broadest integration network and validated partner postbacks out of the box
  • Growth teams who want well-documented attribution methodology and self-serve campaign analytics without heavy technical configuration
  • Companies using Google Ads and Meta for most of their spend, where AppsFlyer's self-attributing network integrations are deeply validated

Choose Kochava if

  • Performance teams with data engineering resources who want raw click- and impression-level data for custom attribution models and warehouse pipelines
  • Teams with heavy programmatic or DSP buying who need granular fraud signal data and configurable fraud filtering rules
  • Early-stage apps that want to start with Kochava Free before committing to full MMP cost

Frequently asked questions

Do I need an MMP if I'm only running on Google and Meta?

Technically you can rely on Google Ads and Meta's own attribution reporting without an MMP, but you lose cross-channel deduplication — Google and Meta will each claim credit for the same install. An MMP provides one neutral source of truth across both platforms and prevents double-counting, which matters once either network spends meaningfully. Most serious app marketing teams add an MMP by $5,000–$10,000 in monthly channel spend.

How do AppsFlyer and Kochava handle iOS 14+ attribution?

Both support SKAdNetwork (SKAN) for iOS deterministic attribution within Apple's privacy framework, and both have probabilistic modeling for re-engagement measurement where SKAN doesn't apply. AppsFlyer's Privacy Cloud and Kochava's Privacy-Preserving Attribution provide aggregated measurement for self-attributing networks. In practice, both have mature SKAN implementations, and the choice between them on this dimension comes down to privacy cloud approach and clean room partner integrations.

Can I switch MMPs after launch?

Switching is possible but costly: it requires SDK replacement, a re-verification period with media partners, and a gap in historical attribution data. Most teams choose their MMP before scaling spend and stay with it. If you're pre-launch or early-stage, Kochava Free provides a low-cost way to start with an enterprise MMP and port the integration later without switching platforms.

Which MMP do most large app publishers use?

AppsFlyer has historically held the largest market share by publisher count, particularly among top-grossing apps in gaming, fintech, and e-commerce. Kochava, Adjust, and Branch also maintain significant enterprise client bases. Market share surveys vary by methodology, but AppsFlyer consistently appears as the plurality MMP among large mobile-first companies.

More tools

Freemium

AppsFlyer

AppsFlyer is a measurement, analytics, deep linking, and data collaboration platform built for mobile-first marketing teams. It attributes installs and downstream events across paid and owned channels, supports privacy-preserving measurement frameworks, connects campaign data to business outcomes, and offers fraud prevention through Protect360 plus audience, clean-room, and cross-platform capabilities. It suits app businesses that need an independent measurement layer across many media partners and can invest in disciplined SDK implementation, event governance, consent, and data validation.

App User Acquisition
Freemium

Kochava

Kochava is an independent mobile measurement and marketing analytics company offering attribution, deep linking, audience, fraud, identity, and data-management products. Its Marketers Operating System connects campaign interactions with installs and downstream outcomes across apps, websites, connected television, and other supported environments, while Free App Analytics and enterprise services serve different team sizes. It suits advertisers that value flexible data access and an independent measurement provider, especially when complex partner integrations, privacy controls, and custom reporting are more important than a simplified default workflow.

App User Acquisition