Myth: one MMP covers you, multi-touch is overkill for in-app

Myth: one MMP covers you, multi-touch is overkill for in-app

'In-app is last-touch by SKAN anyway, why bother with multi-touch.' This bakes a measurement blind spot into your whole strategy.

SKAN forces a last-touch, single-postback world, true. But your upper-funnel — the rewarded video that seeded awareness, the CTV impression — gets zero credit because SKAN only fires once on the converting touch. Buyers then defund the very channels that fed the converter.

✓ One MMP is fine for last-touch performance accounting
✓ Simpler stack, fewer reconciliation headaches
✗ SKAN's single postback structurally erases assist channels
✗ You'll cut awareness spend that was actually driving the last click

Layer incrementality testing (geo holdouts, PSA ghost ads) on top of MMP last-touch. It's the only way to value the touches SKAN refuses to report.

Verdict: keep one MMP for accounting, add incrementality for in-app — last-touch alone defunds your funnel.
Best for: performance teams that killed awareness budgets off MMP last-touch data.