Source: https://bridgeeme.com/papers/mmp-ga4-atribuicao/

Editorial paper · Referenced essay

# MMP is dead. Long live GA4.

Evaluate MMP and GA4 requirements through acquisition questions, supported journeys and inspectable evidence.

Thales Jurado · September 21, 2026 · 2 min

Contents
- [A focused attribution workflow](https://bridgeeme.com/papers/mmp-ga4-atribuicao/#a-focused-attribution-workflow)
- [What a useful test should show](https://bridgeeme.com/papers/mmp-ga4-atribuicao/#what-a-useful-test-should-show)
- [Evaluate the evidence in your own setup](https://bridgeeme.com/papers/mmp-ga4-atribuicao/#evaluate-the-evidence-in-your-own-setup)
- [Sources and technical grounding](https://bridgeeme.com/papers/mmp-ga4-atribuicao/#sources-and-technical-grounding)

Buying an attribution platform should start with a specific question: can we identify where our app installs come from?

That is the question behind Bridgee.

“MMP is dead” is our challenge to the assumption that every app must start by buying an entire measurement category. It is not a claim that every capability in that category has become unnecessary. It is a call to start with the job you actually need done.

## A focused attribution workflow

Bridgee is being built around installation and marketing-channel identification. Its install architecture separates that job from the events that happen inside your app: Firebase and GA4 remain responsible for first_open and post-install events. Bridgee focuses on the eligible origin signals and the click-to-install connection.

## What a useful test should show

For a developer, the useful test is concrete. Can you follow a supported integration, reproduce an install journey, and inspect the result? For a business, the next question is equally concrete. Does that result help your team understand which acquisition signals it can rely on, and where information is missing?

A dashboard alone cannot answer either question. The integration and the evidence have to come first.

GA4 already supports app-acquisition measurement through documented methods. That does not mean every platform and campaign follows the same attribution path. A first open is also different from a download: the SDK needs to run before it can report. Those details belong in the product experience, not hidden behind a universal promise.

## Evaluate the evidence in your own setup

Our direction for Bridgee is straightforward: let teams test a focused attribution workflow alongside their existing analytics, then decide from the evidence whether it solves their problem. Keep the events you already measure. Make the origin question explicit. Know what was identified and what remains unknown.

If your team is evaluating install attribution, bring one app, one acquisition scenario and one question to a Bridgee demonstration. Start there. Ask to see the supported path work before expanding the scope.

Explore Bridgee at [bridgeeme.com](https://bridgeeme.com/start/).

## Sources and technical grounding

- [Google: app acquisition](https://support.google.com/analytics/answer/10311900?hl=en)

## Keep reading

- [We only need Google Analytics.](https://bridgeeme.com/papers/google-analytics-origem-instalacoes/)
- [A download is not a first open.](https://bridgeeme.com/papers/download-instalacao-first-open/)
- [Developers should be able to try Bridgee before booking a meeting.](https://bridgeeme.com/papers/firebase-supabase-primeira-experiencia/)

[Read or save as Markdown](https://bridgeeme.com/papers/mmp-ga4-atribuicao/index.md) · [Documentation](https://bridgeeme.com/docs/)

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