Myth: your MMP's attribution numbers are the ground truth
Every deck treats AppsFlyer or Adjust as the scoreboard. They're a referee with a betting slip — useful, not infallible.
An MMP attributes off the data it receives: click logs from networks, device signals, SKAdNetwork postbacks. It doesn't see what it isn't sent. Self-attributing networks (Meta, Google, TikTok) report their own claimed conversions, and the MMP largely trusts them. That's why deduped totals never match raw network dashboards.
✓ MMPs are the best neutral-ish single source you have
✓ Great for cross-network dedup and last-touch consistency
✗ Self-attributing networks grade their own homework inside your MMP
✗ Click-flood and CTIT manipulation poison the very logs it trusts
Cross-check with cohort revenue in your own backend. If MMP installs and backend new-users diverge more than 8-10%, the MMP isn't lying — it's being fed.
Verdict: use your MMP as the referee, never the source of truth — reconcile against first-party cohorts.
Best for: media buyers who quote MMP installs as gospel in client reports.
In-App Bench
@InAppBench
Myth: your MMP's attribution numbers are the ground truth
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