How to Switch Your MMP Without Losing Data

You can switch your mobile measurement partner without losing data by running the old and new MMPs in parallel for a few weeks, exporting your historical data before you offboard, and cutting over only once the new setup is validated against the old one.

Most studios stay on an MMP they’ve outgrown for one reason: the switch feels dangerous. SDK work, historical data, retraining the team, it sounds like a project that could go wrong in expensive ways. In practice, the risk comes almost entirely from switching in the wrong order. This guide walks through the right one.

Will I lose my historical data if I switch?

No, if you export it first. Here’s the nuance that trips people up: your attribution history lives inside your current MMP, and it does not automatically transfer to a new one. But that doesn’t mean it’s lost. Before you offboard, you export your raw data and reports, so the history is preserved in your own storage even after the old contract ends.

Going forward, the new MMP starts building history from the day its SDK goes live. That’s why the parallel-run step below matters: for a few weeks both tools collect data at once, so you have an overlap period to compare them and no gap in coverage.

How to switch your MMP, step by step

01. Export your historical data first. Pull raw data, cohort reports and campaign history out of your current MMP into your own warehouse or storage. Do this before anything else, and before any contract lapses.

02. Map your events and definitions. List every event you track (installs, purchases, ad revenue, key in-game actions) and how each is defined. You’ll recreate these in the new MMP so the numbers stay comparable. Mismatched definitions are the number-one cause of “the data doesn’t match” panic.

03. Integrate the new SDK. Add the new MMP’s SDK alongside your current one. A modern SDK is lightweight; most studios are instrumented in about a week. You are not removing the old one yet.

04.  Run both in parallel. For two to four weeks, both MMPs collect data at the same time. This overlap is your safety net: it gives you a window to compare outputs and confirm the new setup is accurate before you rely on it.

05.  Reconnect your ad networks and postbacks. Point your ad network integrations and postbacks at the new MMP, and reconfigure your SKAdNetwork conversion-value setup. Do this carefully, since it affects how networks optimise.

06.  Validate before you cut over. Compare installs, revenue and retention between the two tools over the parallel period. Expect small timing differences (for example, install counted at SDK fire versus first session) and confirm they’re explainable, not errors.

07. Cut over and offboard. Once the new MMP matches and your team trusts it, make it the source of truth, remove the old SDK, and close out the old contract, with your exported history safely in hand.

How long does switching take?

The SDK integration itself is usually about a week. The part that takes longer, and shouldn’t be rushed, is the parallel run: budget two to four weeks of overlap so you have a real comparison window. So end to end, plan for roughly a month from kickoff to full cutover. Rushing to a hard cutover on day one is how studios lose confidence in their numbers.

Common mistakes to avoid

• Hard cutover with no overlap. Switching everything at once leaves no way to validate the new data. Always run in parallel first.
• Forgetting to export history. Once the old contract ends, that data can be gone. Export before you offboard, not after.
• Mismatched event definitions. If “purchase” or “install” means something different in each tool, the numbers won’t line up and you’ll waste weeks arguing about why.
• Skipping conversion-value setup. On iOS, a rushed SKAN reconfiguration can quietly degrade campaign optimisation. Plan it deliberately.

De-risk it: start with a trial and a Growth Audit

The lowest-risk way to switch is to not switch everything at once. Trial the new MMP on a single game first: integrate the SDK, run it in parallel, and see the data on one title before you commit the whole portfolio. A single-game trial removes the fear of a blind, all-or-nothing move.

Before any of that, a Growth Audit reviews your current setup, channel mix, attribution config and data quality, and gives you a straight read on what actually changes if you switch, and what to watch during migration. It’s useful even if you decide to stay. If you’re weighing a move from Adjust or Tenjin, that’s the honest first step.