--- a/mobile/android/base/Makefile.in
+++ b/mobile/android/base/Makefile.in
@@ -73,20 +73,25 @@ endif
 
 ifdef MOZ_INSTALL_TRACKING
     JAVA_CLASSPATH += \
         $(ANDROID_PLAY_SERVICES_ADS_AAR_LIB) \
         $(ANDROID_PLAY_SERVICES_BASEMENT_AAR_LIB) \
         $(NULL)
 endif
 
-
-# MOZ_ANDROID_MMA requires MOZ_ANDROID_GCM and MOZ_INSTALL_TRACKING,
-# so we don't need a separate clause adding to JAVA_CLASSPATH for
-# MMA (Leanplum) support.
+# MOZ_ANDROID_MMA requires MOZ_ANDROID_GCM and MOZ_NATIVE_DEVICES,
+# which take care of the Play Services requirements in JAVA_CLASSPATH.
+# Based on the import of
+# `com.google.android.gms.ads.identifier.AdvertisingIdClient` in
+# `com.leanplum.internal.Util` one would assume that
+# `play-services-ads` is required, by in version 8.4.0 (at least) that
+# class is defined in `play-services-basement`.  Therefore, unlike
+# MOZ_INSTALL_TRACKING, we don't need to depend on
+# `play-services-ads`.
 
 JAVA_CLASSPATH := $(subst $(NULL) ,:,$(strip $(JAVA_CLASSPATH)))
 
 # Library jars that we're bundling: these are subject to Proguard before inclusion
 # into classes.dex.
 java_bundled_libs := \
     $(ANDROID_SUPPORT_V4_AAR_LIB) \
     $(ANDROID_SUPPORT_V4_AAR_INTERNAL_LIB) \
@@ -121,19 +126,19 @@ endif
 
 ifdef MOZ_INSTALL_TRACKING
     java_bundled_libs += \
         $(ANDROID_PLAY_SERVICES_ADS_AAR_LIB) \
         $(ANDROID_PLAY_SERVICES_BASEMENT_AAR_LIB) \
         $(NULL)
 endif
 
-# MOZ_ANDROID_MMA requires MOZ_ANDROID_GCM and MOZ_INSTALL_TRACKING,
-# so we don't need a separate clause adding to java_bundled_libs for
-# MMA (Leanplum) support.
+# MOZ_ANDROID_MMA requires MOZ_ANDROID_GCM and MOZ_NATIVE_DEVICES,
+# which take care of the Play Services requirements in
+# java_bundled_libs.  See the note above.
 
 # uniq purloined from http://stackoverflow.com/a/16151140.
 uniq = $(if $1,$(firstword $1) $(call uniq,$(filter-out $(firstword $1),$1)))
 
 java_bundled_libs := $(call uniq,$(java_bundled_libs))
 java_bundled_libs := $(subst $(NULL) ,:,$(strip $(java_bundled_libs)))
 
 GECKOVIEW_JARS = \

--- a/mobile/android/base/generate_build_config.py
+++ b/mobile/android/base/generate_build_config.py
@@ -99,16 +99,19 @@ def _defines():
     else:
         DEFINES['MOZ_MIN_CPU_VERSION'] = 5
 
     # It's okay to use MOZ_ADJUST_SDK_KEY here because this doesn't
     # leak the value to build logs.
     if CONFIG['MOZ_INSTALL_TRACKING']:
         DEFINES['MOZ_INSTALL_TRACKING_ADJUST_SDK_APP_TOKEN'] = CONFIG['MOZ_ADJUST_SDK_KEY']
 
+    if CONFIG['MOZ_ANDROID_MMA']:
+        DEFINES['MOZ_LEANPLUM_SDK_KEY'] = CONFIG['MOZ_LEANPLUM_SDK_KEY']
+
     DEFINES['MOZ_BUILDID'] = open(os.path.join(buildconfig.topobjdir, 'buildid.h')).readline().split()[2]
 
     # Set the appropriate version code if not set by MOZ_APP_ANDROID_VERSION_CODE.
     if CONFIG.get('MOZ_APP_ANDROID_VERSION_CODE'):
         DEFINES['ANDROID_VERSION_CODE'] = \
             CONFIG.get('MOZ_APP_ANDROID_VERSION_CODE')
     else:
         min_sdk = int(CONFIG.get('MOZ_ANDROID_MIN_SDK_VERSION') or '0') or None

new file mode 100644
--- /dev/null
+++ b/mobile/android/base/leanplum-sdk-sandbox.token
@@ -0,0 +1,1 @@
+APP_ID TOKEN

--- a/mobile/android/config/mozconfigs/common
+++ b/mobile/android/config/mozconfigs/common
@@ -59,16 +59,31 @@ ac_add_options --with-mozilla-api-keyfil
 # In all cases, we don't upload Adjust pings in automation.
 if test "$MOZ_UPDATE_CHANNEL" = "release" ; then
     ac_add_options --with-adjust-sdk-keyfile=/builds/adjust-sdk.token
 elif test "$MOZ_UPDATE_CHANNEL" = "beta" ; then
     ac_add_options --with-adjust-sdk-keyfile=/builds/adjust-sdk-beta.token
 else
     ac_add_options --with-adjust-sdk-keyfile="$topsrcdir/mobile/android/base/adjust-sdk-sandbox.token"
 fi
+
+# MOZ_ANDROID_MMA depends on --with-leanplum-sdk-keyfile, and there's no default
+# keyfile set, so if we misconfigure beta or release, the builds will fail (at
+# configure time).
+if test "$MOZ_UPDATE_CHANNEL" = "release" ; then
+    ac_add_options --with-leanplum-sdk-keyfile=/builds/leanplum-sdk-release.token
+elif test "$MOZ_UPDATE_CHANNEL" = "beta" ; then
+    ac_add_options --with-leanplum-sdk-keyfile=/builds/leanplum-sdk-beta.token
+elif test "$MOZ_UPDATE_CHANNEL" = "nightly" ; then
+    export MOZ_ANDROID_MMA=1
+    ac_add_options --with-leanplum-sdk-keyfile=/builds/leanplum-sdk-nightly.token
+else
+    ac_add_options --with-leanplum-sdk-keyfile="$topsrcdir/mobile/android/base/leanplum-sdk-sandbox.token"
+fi
+
 export SOCORRO_SYMBOL_UPLOAD_TOKEN_FILE=/builds/crash-stats-api.token
 
 # Package js shell.
 export MOZ_PACKAGE_JSSHELL=1
 
 # Use ccache
 . "$topsrcdir/build/mozconfig.cache"
 

--- a/mobile/android/moz.configure
+++ b/mobile/android/moz.configure
@@ -36,16 +36,23 @@ option(env='MOZ_INSTALL_TRACKING',
        help='Enable install tracking (currently using the Adjust SDK).',
        default=install_tracking_default)
 
 set_config('MOZ_INSTALL_TRACKING',
            depends_if('MOZ_INSTALL_TRACKING')(lambda _: True))
 add_old_configure_assignment('MOZ_INSTALL_TRACKING',
                              depends_if('MOZ_INSTALL_TRACKING')(lambda _: True))
 
+option(env='MOZ_ANDROID_MMA',
+       help='Enable mobile marketing automation (currently using the Leanplum SDK).',
+       default=False)
+
+set_config('MOZ_ANDROID_MMA',
+           depends_if('MOZ_ANDROID_MMA')(lambda _: True))
+
 project_flag('MOZ_ANDROID_DOWNLOADS_INTEGRATION',
              help='Enable system download manager on Android',
              default=True)
 
 project_flag('MOZ_ANDROID_BEAM',
              help='Enable NFC permission on Android',
              default=True)
 
@@ -120,8 +127,28 @@ def check_install_tracking(install_track
                            adjust_sdk_keyfile):
     if install_tracking:
         if not native_devices:
             die('You must specify MOZ_NATIVE_DEVICES=1 when'
                 ' building with MOZ_INSTALL_TRACKING=1')
         if not adjust_sdk_keyfile:
             die('You must specify --with-adjust-sdk-keyfile=/path/to/keyfile when'
                 ' building with MOZ_INSTALL_TRACKING=1')
+
+# Must come after the ../../toolkit/moz.configure.
+@depends('MOZ_ANDROID_MMA',
+         'MOZ_NATIVE_DEVICES',
+         'MOZ_ANDROID_GCM',
+         '--with-leanplum-sdk-keyfile')
+def check_android_mma(android_mma,
+                      native_devices,
+                      android_gcm,
+                      leanplum_sdk_keyfile):
+    if android_mma:
+        if not native_devices:
+            die('You must specify MOZ_NATIVE_DEVICES=1 when'
+                ' building with MOZ_ANDROID_MMA=1')
+        if not android_gcm:
+            die('You must specify MOZ_ANDROID_GCM=1 when'
+                ' building with MOZ_ANDROID_MMA=1')
+        if not leanplum_sdk_keyfile:
+            die('You must specify --with-leanplum-sdk-keyfile=/path/to/keyfile when'
+                ' building with MOZ_ANDROID_MMA=1')

--- a/toolkit/moz.configure
+++ b/toolkit/moz.configure
@@ -609,16 +609,18 @@ include('../build/moz.configure/keyfiles
 simple_keyfile('Mozilla API')
 
 simple_keyfile('Google API')
 
 id_and_secret_keyfile('Bing API')
 
 simple_keyfile('Adjust SDK')
 
+id_and_secret_keyfile('Leanplum SDK')
+
 # Servo integration
 # ==============================================================
 option('--enable-stylo', nargs='?', choices=('build',),
        help='Include Stylo in the build and/or enable it at runtime')
 
 @depends('--enable-stylo')
 def stylo_config(value):
     build_stylo = None