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ThailandMMP (Mobile Measurement Partner)
An impartial third-party platform (e.g. AppsFlyer, Adjust, Branch) that tracks, deduplicates, and attributes app installs across multiple advertising channels.
Formula / Calculation / Syntax
MMPs provide unbiased attribution arbitration between ad networks, preventing multiple publishers from claiming credit for the same mobile install.
More in Attribution & Tracking
S2S Postback (Server-to-Server Tracking)
A cookieless, secure attribution method where conversion data is communicated directly between advertiser servers and affiliate tracking platforms via API callbacks.
EPC (Earnings Per Click)
A critical metric measuring the average revenue generated by a publisher or affiliate for every 100 clicks sent to an offer.
Incrementality & Lift Testing
The measurement of conversions that occurred purely as a direct result of a specific marketing campaign and would not have happened organically.
Attribution Window
The defined timeframe between a user clicking or viewing an ad and subsequently converting, during which the partner receives credit.
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