Singular is the best MMP, say G2 results based on 1,434 marketer reviews

By John Koetsier July 10, 2024

Singular is the best MMP on the planet, according to business software and services reviews site G2. That’s based on in-depth verified reviews from almost 1,500 marketers who use mobile measurement partner software on a regular basis. Singular also won badges in 6 additional categories including ETL, marketing analytics, and fraud, showcasing that the modern “MMP” is much more than just mobile attribution.

The latest G2 report compares 5 MMPs, each of which received at least 100 marketer reviews:

  • Singular
  • AppsFlyer
  • Adjust
  • Branch
  • Kochava

Check out the results right here, or see them below:


Best MMP reviews


Best MMP based on 27 categories

Singular was rated the best MMP overall in no fewer than 27 different categories including aspects of traditional MMP software and services as well as customer support and care.

Those categories include:

  • Average ROI
  • Average go-live time
  • Likelihood to recommend
  • Quality of support
  • Ease of admin
  • Ease of set-up
  • Ease of use
  • Engagement
  • Conversions
  • Segmentation
  • Cross-channel insights
  • Cross-platform attribution
  • Custom reports and downloads
  • Analytics dashboard
  • Custom dashboards
  • Retention
  • Custom event tracking
  • QA testing
  • API integrations
  • User, role, and access management

Average go-live time is impressive, especially considering that Singular has tended to focus on larger enterprise customers: an industry-best 2 months. 

And average time to ROI is particularly critical:

  • Singular averages 11 months
  • Branch averages 16 months
  • Kochava averages 17 months
  • Adjust averages 19 months
  • AppsFlyer averages 19 months

This suggests that brands and publishers using Singular achieve ROI 42% faster than those using AppsFlyer and Adjust, 35% faster than any using Kochava, and 31% faster than Branch. That’s important: while you may buy an MMP’s service out of sheer necessity, you want payback on your investment via more efficient marketing spend … and the faster the better.

Marketers rated all MMPs to find the best MMP

In all, 1,443 marketers ranked MMPs in at least 27 different categories, including 292 marketers who use and know Singular’s tools, 483 marketers who know and use AppsFlyer’s tools, and hundreds who rated the rest of the MMPs.

These are not paid reviews.

G2 is very clear about that:

“Keeping our ratings unbiased is our top priority. We require the use of a LinkedIn account or verified business email address to validate a G2 user’s identity and employer. Additionally, all reviews are manually checked by our team. Only the opinion of real users and data from public sources factor into our ratings.”

It’s not easy to be the best MMP. You can’t just be the best at 2 or 3 things and call it a day. Most marketers need multiple functionalities that are not just checkbox item. Marketers need their tools to work at scale and with extreme reliability and quality.

That’s what makes Singular’s performance so impressive:

Marketers rated Singular’s marketing analytics technology above every single competitor in every single category.

That’s actually pretty hard to comprehend. 

Singular’s product, engineering, integrations, customer success, and product management teams have put in tremendous and ongoing effort to build, maintain, perfect, and support key technologies in every area of attribution, analytics, cross-platform journeys, custom dashboards, and more. It’s beyond impressive, and most of it is thanks to our customers, who continue to push us to develop new and innovative technology.

Of course, there’s much more to the “MMP” story

Once upon a time, MMPs were just about mobile user acquisition attribution, usually done via a simple and short mobile-to-mobile customer journey. That was when the postback was a novel technology.

Not any more.

Now, what we grew up calling an MMP integrates with PC and console games, powers multiple measurement technologies including MMM and incrementality, works with connected TV and streaming services, supports out-of-home campaigns, web to mobile journeys, deep links for multiple platforms, and many other technologies. 

So it was gratifying to see that Singular received badges in no fewer than 6 categories beside Mobile attribution, including:

  • API management
  • Click fraud
  • ETL
  • Marketing analytics

Add to that Singular’s historical roots as the world’s most comprehensive advertising cost aggregation solution on the planet and continued investments in being the world’s leading attribution engine for the privacy era, and there’s a comprehensive solution emerging for all of marketers’ attribution, analytics, and data management needs.

(Stay tuned for some big announcements on that soon!)

Interested in working with Singular?

Not only does Singular offer a great on-ramp for those who are just starting out with our free tier, we have a huge amount of experience in migrating massive enterprise clients to our analytics and attribution platforms.

No, it’s not easy.

Yes, it is worthwhile. Quantifiably.

If you’re interested in finding out why marketers rate Singular as the best MMP, maybe it’s time to invest 30 minutes in a chat with 1 of our solution engineers. Doesn’t your growth stack deserve the best?

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