Defined on this site
- Parallel run
- A parallel run is the stretch of an MMP migration in which the old and the new SDK are both live in the app and both record the same installs and events. Its purpose is to compare the two sets of numbers and explain the gap before any ad traffic depends on the new MMP.
- Discrepancy
- A discrepancy is the difference between the number an MMP reports and the number an ad platform, or another MMP, reports for the same campaign and period. Some difference is normal, because each system counts with its own rules. A discrepancy needs attention when it is large, sudden or cannot be explained.
- Cutover
- Cutover is the moment in an MMP migration when the new MMP becomes the system of record. Live tracking links are replaced, each ad channel is connected to the new MMP and disconnected from the old one, and deep link routing passes to the new SDK.
- Lock-in
- Lock-in is the total cost of leaving a vendor. With an MMP it comes from four places: the contract term and notice period, tracking links that live on the vendor's domain, historical data that stays in the vendor's system, and the engineering work tied to its SDK. The higher that cost, the less freedom you have at renewal.