Answer in brief
An MMP migration has five phases: audit, SDK release, parallel run, cutover and wind-down. As a planning assumption for a small team with a handful of ad channels, allow six to ten weeks from the first audit to switching off the old SDK. Your app release cycle and the notice period in your current contract set the pace more than the technical work does.
The five phases and how long each takes
The durations below are planning assumptions for a small team with one app and a few ad channels. A larger setup takes longer in phases 1 and 4.
| Phase | Plan for | What happens |
|---|---|---|
| 1. Audit | About 1 week | List every link, event, ad channel connection and export the old MMP runs today. |
| 2. SDK release | 1 to 2 weeks | Add the new SDK, map events, pass store review and ship the build. |
| 3. Parallel run | 2 to 4 weeks | Both SDKs report. You compare the two sets of numbers. |
| 4. Cutover | About 1 week | Links and ad channel connections move to the new MMP. |
| 5. Wind-down | 1 to 2 weeks | Export history, remove the old SDK, close the account. |
What sets the pace
Three things outside the migration itself decide how fast you can go.
- Your contract dates. Find the end date and the notice period first. Everything else is scheduled backwards from them.
- App update adoption. The new SDK only reports for people who have installed the new build. Until most active users are on it, the comparison in phase 3 is lopsided.
- Your longest attribution window. A parallel run should last at least as long as your longest lookback window, plus a full week, so that late conversions show up on both sides.
Week by week
- Week 1. Write the inventory. Read the contract. Choose a target cutover date.
- Weeks 2 and 3. Integrate the new SDK, send test installs from a test device and release the build.
- Weeks 4 to 6. Compare installs and key events daily. Investigate any gap that does not have an explanation.
- Week 7 onward. Move one channel at a time: swap its links and reconnect it on the same day, then watch it before the next.
- The last two weeks. Export what you need, ship a build without the old SDK and confirm the old account stops billing.
Where the schedule slips
A common cause of delay is an incomplete inventory. A forgotten QR code on packaging, a partner who still uses an old link, or an event that a bidding strategy depends on will surface during the parallel run and push the cutover back. Another is store review or a release freeze, which you can avoid by booking the SDK work into a release that is already planned.
Leave slack before the contract date. If the comparison looks wrong in week 6, you want time to fix it without paying for another term.
What to do next
Start with the two pieces that take the longest to get right: running both SDKs in parallel and moving your tracking links. If the plan above looks like more work than the problem you are solving, read when switching is not worth it before you book engineering time.
Questions and answers
How long does it take to switch MMPs?
As a planning assumption, allow six to ten weeks for a small team. The SDK work is often a few days. Most of the calendar goes to waiting for users to update the app and to comparing numbers during the parallel run.
When should I start an MMP migration?
Count back from the date your current contract ends or renews. Start early enough that the cutover lands at least a few weeks before that date, so a delay does not force a renewal.
Continue reading
Guide
Running the old and new SDK side by sideHow to run your old and new MMP SDK side by side during a migration: what to ship, what to compare, how to avoid double counting and when to stop.
Guide
Moving live tracking links and deep links to a new MMPHow to move live tracking links and deep links to a new MMP: build an inventory, recreate each link, decide what to do with links you cannot edit.
Guide
What happens to historical data when you switch MMPsHistorical attribution data stays with your old MMP when you switch. What to export before the account closes, what cannot move and how to keep trends readable.
Guide
Reconnecting ad channels after a switchAfter an MMP switch, each ad channel must be linked to the new MMP: account access, event mapping, postbacks, cost data and audiences. A per-channel checklist.
Guide
When switching MMPs is not worth itSwitching MMPs costs engineering time, a break in your data and weeks of double running. Six situations where staying with your current MMP is the better choice.
Alternatives
Best MMP alternative to AppsFlyer and AdjustWhat to check in an AppsFlyer or Adjust plan, four alternatives with public entry prices, and a short checklist for switching MMPs.
Cite this page
Airbridge. “A realistic MMP migration timeline.” bestmmpalternative.com. Reviewed 2026-11-10. https://bestmmpalternative.com/mmp-migration-timeline