In the age of mobile-first, it is not only vital to compare the behaviour of users with and without a campaign, but also critical to comprehend the performance of the campaign. In the world of an infinite amount of advertisements, channels, marketers have to have credible insights into what is actually pushing the installs and interaction.
This is where a mobile measurement platform enters. In this article, we’ll explore what an MMP is, why it’s vital for mobile marketers, how it prevents mobile ad fraud, and what to consider when choosing the right platform for your brand.
What is a Mobile Measurement Platform
A Mobile Measurement Platform is a third-party software that assists app developers and marketers to track, attribute and analyse their mobile app marketing campaigns performance across the advertiser network channels. It provides them with a platform that attributes, collects and organises the app marketing data to deliver a uniform measurement of the app’s marketing campaign performance.
MMP platforms are neutral attributors. The MMP identifies the marketing touchpoints that are worthy of credit when a person downloads the app. For example, it may track that the app was downloaded from the Facebook ads the user viewed three days ago, or the video ads they watched on YouTube, or the user had downloaded the app directly from the app store. These factors can be determined via MMP through advanced attribution models.
Role of a Mobile Measurement Platform in Marketing
The role of mobile app tracking partners is not limited to the basic install tracking, rather these softwares plays a very important role in marketing. These platforms are full-fledged analytics centres that bring together the data of dozens of different sources, including ad networks, social networks, email campaigns, all these features built into one, consistent image of your marketing performance. Features of a mobile measurement platform include attribution, fraud detection, deeplinking, real time analytics.
- Attribution
A Mobile Measurement Partner has a feature for doing mobile attribution, or deciding what marketing activity to attribute when a user installs your application or performs some key action. This is not so easy since users usually come into contact with multiple touchpoints before making a conversion.
- Fraud Detection
MMPs also offer essential fraud detection and prevention. Advertisers lose billions of dollars due to mobile ad fraud. The platform recognises suspicious behaviour that can be either click injection, install hijacking, or bot traffic and blocks them.
- Deep Linking
MMPs can also be used to have deep linking, which is formed into smooth experiences that guide users to a particular content in your application, instead of the regular home page. This radically enhances the chances of conversion and interaction.
Importance and Need of a Mobile Measurement Platform
To stand out in millions of applications on app stores competing for the user’s attention, the significance of MMP to mobile applications has been increasing exponentially with the complexity of the advertising. The introduction of privacy features, such as the Apple App Tracking Transparency (ATT) and Google privacy efforts, has completely transformed the tracking mechanism, and enhanced advanced measurement tools are more important than ever.
A regular marketer may be satisfied that they are getting app installs after spending an amount of money. Which means they may know that they spent ₹50,000 on marketing and received 10,000 app installs, but they will not have the exact idea of which of the two ads they posted earned them how many installs. This small piece of information is what makes the difference between successful applications and those that spend money without outcome. In addition to this, MMP Mobile Measurement Partners helps in estimating the proper calculation of lifetime value (LTV) by monitoring the behaviour of users in the post installation period.
Choosing a good Mobile Measurement Platform
Choosing an appropriate mobile measurement partner for your organisation is an important choice in terms of the growth strategy of your app. An ideal partner should provide accurate attribution, robust fraud detection, and flexible integration options for multiple ad networks.
Priority should be on being open and reliable in data. The platform should provide objective information as opposed to being favourable to a certain ad partner. Moreover, deep linking, user journey tracking, and real-time reporting are the features that growth-oriented teams must have.
It is also advisable that the marketers seek to identify compliance-sensitive platforms that can suit emerging privacy laws. Platforms like Apptrove merge accuracy, openness, and privacy-centred structure, assisting the brands carry out command of their data and promotions.
Conclusion
Choosing the right MMP for your app makes your app marketing more accurate, giving you a chance to know what works, invest more in channels that work, and cut budget wastes. This accuracy is not an option in a competitive environment where the cost of acquiring users continues to increase rapidly, but rather a matter of survival.
FAQs
- What is the definition of Mobile Measurement Platform?
A Mobile Measurement Partner is a software offered by a third-party that assists marketers to track, attribute and analyse user acquisition across various marketing channels.
- What are the advantages of a Mobile Measurement Platform?
An ideal mobile measurement partner helps in growth of the mobile application by analysing consumer lifetime values, attributes, etc.
- What are the various features of a Mobile Measurement Platform?
A mobile measurement platform provides app marketers with several features, such as mobile attribution, fraud detection, deep linking, etc.
