UA Ledger · Measurement Lab · draft for review

Network clicks versus MMP clicks: three legitimate reasons they differ

Synthetic teaching inputs. No real campaign results or industry defaults. Change the values to inspect the model. Calculations run locally; this page sends no data.

Enter network clicks, MMP clicks and the matched click count. Label network-only and MMP-only remainders. Further classification into definition, latency or invalid traffic needs the raw logs.

Calculated outputs

Assumption sensitivity

Only both varies; all other inputs are held constant. This is not a probability range.

Equations

• Network only: network-both
• MMP only: mmp-both
• Match rate vs network %: 100*both/network

Constraints: (both<=network) && (both<=mmp).

Limits

Click definitions (engaged click, mraid, prefetch) differ by network. This arithmetic cannot name the cause.

AppsFlyer clicks and impressions · documentation cited 19 September 2026.