What happens to historical data when you switch MMPs

The short answer

Nothing moves on its own. Attribution history is a record of matches the old vendor made with its own rules and its own identifiers. A new MMP has no way to replay those matches, so its reports begin empty. What you keep is whatever you export.

What to export before the account closes

Do this while the contract is still active. Access to dashboards and export tools usually ends with the account.

• Daily aggregates by channel and campaign. Installs, key events, revenue and cost, for as far back as you make decisions on. A year covers seasonality.
• Cohort tables. Retention and revenue by install month. A cohort report is slow to rebuild from raw rows, so save the finished table.
• Event-level data, if your plan includes it. A raw data export is the only complete copy. Check whether it is in your plan or a paid add-on.
• Configuration. Event names, attribution windows, conversion value mappings and the link list. You need these to set up the new side to match.

Save the files somewhere your team controls and write down what each column means. A year from now nobody will remember.

What cannot move

The third row is the one teams miss. If you judge campaigns on revenue several months after install, keep read access to the old MMP until those cohorts mature, or export them on a schedule until they do.

How to keep trends readable

Two habits make the break manageable.

1. Use the parallel run as a bridge. While both SDKs report, record the ratio between their numbers for installs and each key event. That ratio lets you compare a month before the switch with a month after it. See running two SDKs in parallel.
2. Mark the date. Annotate every chart and report with the cutover day. A drop or jump on that day is a measurement change, and people will otherwise read it as performance.

Avoid stitching old and new numbers into one column without a label. The two vendors may define an install, a session or a re-engagement differently, and the discrepancy between them does not disappear because the columns share a name.

What to do next

Add an export task to your plan with a date that falls before the notice period ends. Then ask the new vendor two questions in writing: whether any import is offered, and how devices that already have the app are treated on their first open. For Airbridge, raw data export is part of the Growth Plan and is not in Core.^[1]