Cutover

How it works

Before cutover, the old MMP attributes installs and feeds the ad platforms while the new one only observes. Cutover reverses the two roles. With several ad channels it is a short period more than a single day: one channel moves at a time, and cutover ends when the last one has moved. The per-channel steps are in reconnecting ad channels.

The old SDK normally stays in the app for one more release. It gives you a way back, and it keeps old links opening the right screen a while longer.

When it matters

The date has to fall before the notice deadline in your old contract, with room for delay, and away from launches and peak weeks. It also becomes a permanent line in your reporting: figures before it come from one system and figures after it from another. Pick weekdays when the people with admin rights on each ad account are available.

How it relates to attribution

Clicks recorded by the old MMP just before cutover can lead to installs just after it. Neither system can fully credit those installs, so attributed numbers can dip after cutover. Do not read that as a drop in performance. Having every new link ready beforehand keeps the gap short; see moving tracking links. Postbacks to each ad platform come from the new MMP from that channel's cutover onward.