> ## Documentation Index
> Fetch the complete documentation index at: https://help.airbridge.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Measure Performance Across Multiple MMPs

When you migrate to Airbridge from another mobile measurement partner (MMP), you can run both MMPs in parallel for a period and measure performance in both at the same time. Comparing the two lets you validate the Airbridge data before you complete the migration.

## Prerequisites

Confirm the following before you use your current MMP and Airbridge at the same time:

* Each MMP SDK is installed correctly in the app where you plan to use multiple MMPs
* The ad channels you use support performance measurement across multiple MMPs

## What to check by ad channel

Whether an ad channel supports multiple MMPs, and what limits apply, depends on the channel type. Integrated channels are either Self-attributing Networks (SANs) or non-SAN channels, and custom channels are owned media.

<Warning>
  Check the requirements for every ad channel you run campaigns on before you use multiple MMPs.
</Warning>

### Integrated channels: SANs

| Ad channel          | Support             | What to know                                                                                                                                                                                                                  |
| ------------------- | ------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Apple Ads           | Supported           | · Apple Ads supports multiple MMPs with no restrictions. Each MMP receives data through its own API call.<br />· Set up the same campaign information in every MMP so you can validate and compare data during the migration. |
| Google Ads          | Partially supported | Register a link ID for each MMP in your Google Ads account so that each MMP receives data.                                                                                                                                    |
| Meta Ads            | Partially supported | Choose one MMP to receive in-app event postbacks. If more than one MMP sends in-app event postbacks, Meta Ads counts the same event more than once.                                                                           |
| Snapchat            | Partially supported | You cannot configure in-app event postbacks per MMP. When you use multiple MMPs, every MMP sends events to Snapchat, so Snapchat counts the same event more than once.                                                        |
| TikTok for Business | Not supported       | Deactivate your current MMP as soon as possible once you migrate to Airbridge.                                                                                                                                                |
| X Ads               | Not supported       | Deactivate your current MMP as soon as possible once you migrate to Airbridge.                                                                                                                                                |

#### SKAdNetwork (iOS)

SKAdNetwork (SKAN) postbacks can be sent to only one MMP. Even when you use multiple MMPs, SKAN data goes only to the MMP you designate.

### Integrated channels: Non-SAN channels

<Info>
  **Use tracking links from a single MMP**

  * We recommend using tracking links from a single MMP. Using tracking links from more than one MMP at the same time can cause redirection issues.
  * If you must use tracking links from more than one MMP, check whether the ad channel supports it. If the channel doesn't support it, use tracking links from a single MMP only.
</Info>

Check every item below before you use more than one MMP on a non-SAN channel.

| What to check                               | Description                                                                                                                                                                                                   |
| ------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Consistent campaign information across MMPs | Set up the same campaign information in every MMP so you can validate and compare data during the migration.                                                                                                  |
| Working tracking links for every MMP        | Check that every MMP tracking link used in your ads works.                                                                                                                                                    |
| Duplicate postback removal                  | Make sure that postbacks are not sent to the ad channel more than once. Duplicate postbacks make the ad channel count the same event more than once, and you may also be charged twice for the same ad spend. |

<Warning>
  Kakao supports only the one MMP activated in your ad account, so you cannot use multiple MMPs on Kakao.
</Warning>

### Custom channels: Owned media

For owned media such as email, SMS, and social media, you can use multiple MMPs by using the tracking links each MMP provides. Set up the same campaign information in every MMP so you can validate and compare data during the migration.

## Prevent performance measurement issues

Check the following when you compare or validate data between your current MMP and Airbridge, so that the differences you find come from the data itself and not from mismatched settings.

<Info>
  Contact your Airbridge CSM about anything that needs action before you complete the migration to Airbridge. If you don't have a designated CSM, contact the [<u>Airbridge Help Center</u>](https://app.airbridge.io/supports).
</Info>

### Align settings in both MMPs

* Airbridge and your current MMP must use the same time zone.
* For non-SAN channels and owned media, Airbridge and your current MMP must use the same campaign parameter values in their tracking links and the same attribution settings, such as the lookback window. For the campaign parameters Airbridge supports, see the [Tracking Link Parameters](https://help.airbridge.io/en/guides/tracking-link-structure-and-parameters#campaign-parameters) guide.
* For SANs and non-SAN channels, prevent postbacks from being sent to the ad channel more than once.

### Compare and validate data

* Check that the Airbridge fraud validation rules are applied as intended. Applying them before you compare data with your current MMP makes the Airbridge data more reliable. For the rules Airbridge offers, see the [Fraud Validation Rules](https://help.airbridge.io/en/guides/fraud-validation-rules#fraud-validation-rules-by-ad-fraud-types) guide.
* Compare and validate the data day by day. A longer date range can lower the accuracy of the comparison.
* Keep the period during which you use multiple MMPs as short as possible.