Product update unites Kochava MMM into core attribution platform
TL;DR Summary
Kochava now offers a unified marketing measurement platform—bringing AIM (Always-On Incremental Measurement), its MMM solution, together with its core last-touch and multi-touch attribution platform. This product update brings last-touch attribution, MMM, and a self-serve incremental testing module into a single, unified platform. Marketers can break down data silos, maximize outcomes, and easily adopt a modern marketer’s measurement framework. Current AIM customers can access the new experience starting April 16 and can access their AIM login until May 20. Existing Kochava MMP and omnichannel attribution users receive new navigation enhancements as a result of the unification.
Quick links to user migration guides:
- Migration Guide for Existing MMP & Omnichannel Attribution Users
- Migration Guide for Existing AIM/Kochava MMM Users
AIM (Always-On Incremental Measurement), Kochava’s marketing mix modeling (MMM) solution, is now natively integrated with Kochava’s core last-touch and multi-touch attribution platform. Kochava MMM customers are able to access the new experience as of April 16 and can continue to visit their AIM login as needed until May 20.
Kochava launched AIM in 2022 to bring the next generation of SaaS MMM to app marketers who understood that their marketing efficiency bigger picture couldn’t be viewed through the lens of last-touch or multi-touch attribution alone. Evolutions in user privacy, ad signal loss, and increasingly complex user journeys across platforms necessitated a shift in advertising measurement and optimization strategies.
What’s Changing and Why
Historically, marketers leaned on point solutions for different measurement needs: last-touch attribution (LTA) for quick, campaign-level feedback, marketing mix modeling (MMM) for strategic, high-level optimization, and standalone tools or approaches to incrementality testing. Incrementality testing was often an afterthought—if it happened at all.
In response to the growing need for actionable, multi-layered insight into the comprehensive user journey, Kochava has unified these measurement disciplines. No more toggling between platforms. Your touch attribution, MMM, and incremental testing now live in one place, with one login, ready to drive, measure, and optimize real business outcomes. This unification enables marketers to seamlessly adopt the modern marketer’s measurement framework:
- MMM: Use MMM to set channel-level strategy (investment allocation and efficiency curves).
- LTA: Rely on LTA for day-to-day optimization within the boundaries set by overall strategy.
- Incremental tests: Regularly apply incremental tests (i.e., quarterly or during major channel upheavals) to validate modeling and build organizational trust.
Unified Kochava Platform: What You’ll Experience
This product update brings a host of benefits for existing customers of Kochava mobile measurement partner (MMP) and omnichannel attribution solutions as well as AIM.
Enhancements for Core Kochava Attribution Platform Users
- Streamlined navigation to more easily manage app configurations
- Faster workflows to accomplish common tasks in fewer clicks
- Side-by-side access to incrementality insights for customers also using Kochava MMM
For a comprehensive overview of changes you’ll experience in your Kochava account along with answers to frequently asked questions, please visit this migration guide.
Enhancements for Migrating AIM Users
- Streamlined navigation to more easily manage app configurations, sources & KPIs
- Analytics enhancements to view cost curves & performance data across multiple partners simultaneously
- Consolidated dashboards to more easily break down incremental performance & optimization recommendations by publisher/media partner, campaign & more
- Side-by-side access for MMM insights along with last-touch & multi-touch attribution for customers also licensing Kochava MMP attribution services
- COMING SOON: Self-Serve Incremental Testing Dashboard
Modern marketers know that true measurement integrates causal testing with always-on models. Our forthcoming incremental testing dashboard enables marketers to create and monitor pulse tests across platforms, channels & partners.
For a comprehensive overview of changes you’ll experience along with answers to frequently asked questions, please visit this migration guide. To ensure a smooth migration process, access to your AIM dashboard login remains available until May 20.
Why This Matters for Marketers
Data complexity shouldn’t block smart decisions. With fragmented tools, marketers waste time reconciling conflicting reports, lose sight of the big picture, and risk chasing channel-level or partner-level metrics that don’t matter. By unifying last-touch attribution, MMM, and incremental testing, we’re laying the foundation for what today’s—and tomorrow’s—performance marketers demand:
- Data silos broken down: Move seamlessly from tactical attribution to holistic marketing mix analysis and incrementality—all in one workflow. Less time wrangling data, more time driving results.
- Outcomes maximized: Whether you need to understand which channels drive installs or which media truly moves the needle on revenue, you have the right measurement toolkit under one roof.
- Progress at your pace: Maybe you’re advancing from last-touch attribution to MMM or adding incrementality to your toolkit. This unified framework lets you scale your measurement maturity how and when it makes sense for your business. If you are not currently using Kochava across MMM, LTA, and incremental testing but are interested in learning more, please contact your Client Success Manager or email support@kochava.com.
Enabling the Modern Marketer’s Measurement Framework
The measurement ecosystem isn’t getting simpler, but a unified marketing measurement platform means that your tools can. By having last-touch and multi-touch attribution, always-on MMM, and incremental tests in one place, you’re ready to answer any question the business throws your way—on demand, with defensible results.
Ready to unify and future-proof your measurement strategy? Contact us to learn how we can help.
Quick Links
Unified Marketing Measurement Platform FAQ
Will all AIM/Kochava MMM features still work after the platform migration?
Yes. All AIM/Kochava MMM features are preserved or enhanced and accessible through a refreshed interface within the core Kochava platform. Visit https://console.kochava.com/ to log in. If you haven’t completed a first-time login through the new dashboard, check with your Client Success Manager or email support@kochava.com.
What do I need to do if I’m using only Kochava MMP?
You’ll experience new navigation and usability enhancements tied to this migration, but no changes are necessary with how you currently use Kochava. If you would like to unlock MMM insights alongside your last-touch and multi-touch attribution, contact your Client Success Manager or email support@kochava.com.
What are the benefits of a unified marketing measurement platform?
As covered in our recent piece on MMM + last-touch attribution strategy, modern marketers need to blend the speed of touch attribution, rigor of MMM, and clarity of incremental testing. We’re making this possible—from a single dashboard.
Where do I get migration support?
Check out our comprehensive guides: AIM Client Guide | MMP Client Guide or reach our Client Success Team anytime by emailing support@kochava.com.
