In today’s digital-first world, mobile apps are everywhere: entertainment, shopping, education, payments, and more. Behind every successful app, however, there is a smart backend system which collects and tracks performance, user activity, and marketing effectiveness. This is where a Mobile Measurement Partner (MMP) comes in.
If you’ve ever wondered if it’s with the ad campaigns that app developers know which campaign gives them the most users or how they decide which feature to improve next, the answer is often with a MMP mobile measurement partner.
What Is an MMP Mobile Measurement Partner?
A mobile measurement partner (MMP) is a third-party service or tool to assist mobile app developers and marketers to see where their users are from, and what behavior they are exhibiting in their mobile app. Specifically, it ties together all the channels of advertising, such as Google Ads, Facebook, and Instagram ads, influencer campaigns, to determine which of these is performing best.
Whenever a user clicks on an ad and downloads an app, MMP mobile measurement partners will track the entire user journey, starting from the first click all the way up to in-app purchases and usage, so that a business can make more informed marketing decisions, improve their user onboarding experience, and minimize unnecessary ad spend.
Related insight: This article dives even deeper into the topic.
Why Are MMPs Important?
Without proper tracking, mobile marketers are throwing darts in the dark. With the growth of mobile users in India (with over 1.2 billion mobile subscribers) and more than 80% of internet traffic coming thru mobile devices, accurate tracking isn’t just nice to have, it’s a need to have.
A mobile measurement partner (MMP) helps mobile applications to:
- Track installs and user sources
- Understand what users do after installation
- Identifying fraud and fake installs
- Measure Return on Investment (ROI)
- Optimize marketing budgets
In actual fact, apps that use a mobile measurement partner (MMP) get significantly better performance out of their ads. With accurate data, business owners can focus on channels that generate real business results.
Key Functions of an MMP Mobile Measurement Partner
1. Attribution Tracking
This is the primary purpose of any MMP for mobile apps. Attribution is the process of determining which ad or campaign resulted in a particular user action. For example, if a user sees a Facebook ad, clicks on the ad, and installs the app, the MMP mobile measurement partner would attribute that install to Facebook.
2. In-App Event Tracking
Once the user has installed the app, we need to know what they do thereafter–do they sign up? do they watch a video? do they make a purchase? App measurement partner tools track in-app events and help businesses understand their app experience.
3. Campaign Optimization
One benefit of working with an MMP mobile measurement partner is they show you which ads are bringing in the highest-value users to discover which ads are worth optimizing. Instead of spending money willy-nilly, marketers can invest in the best-performing channels and improve their return on ad spend (ROAS).
4. Fraud Detection
Ad fraud is a real issue. Fake installs, click spamming, and bots can cause wasted dollars and extra headaches. The best mobile app tracking partners have built-in fraud detection tools that can filter out invalid activity.
5. Real-Time Data
Timely decisions require timely data. An MMP mobile measurement partner provides real-time dashboards, so businesses are always looking at the freshest data.
How Does an MMP Work?
The process begins when a user clicks an advertisement or sees an advertisement. The MMP mobile measurement partner collects this information and assigns the user a unique identifier. After a user downloads and opens an app, the MMP associates the install with the original source.
From this point, MMP tracks what the user does inside the app, whether that is signing up, purchasing, or completing a level in a game, before returning the information to the marketing team in detailed reports.
The tracking described above lets marketers see everything about their advertising performance and user behavior with one system, the MMP mobile measurement partner.
Who Should Use an MMP?
Mobile Application Startups
If you’re a newly launched application trying to grow, figuring out what works can sometimes determine whether you succeed or fail. MMP for mobile applications helps startups identify effective marketing channels so they don’t waste money.
Gaming Applications
Gaming applications usually rely on in-app purchases and user engagement. With an MMP mobile measurement partner, gaming application developers can be able to identify their users who spend the greatest time on their platform and which advertisements will drive the most paying customers.
Fintech and E-commerce Applications
Fintech and e-commerce applications interacting with payments or selling products need accurate attribution to understand customer behaviors and to provide customers with a clearer path towards conversion. Mobile app tracking partners provide critical insights that drive decision making and facilitate growth.
Choosing the Right App Measurement Partner Tools
There are many app measurement partner tools on the market, and choosing the right one depends on your objectives, budget, and audience. The best tools:
- Easy to install
- Cheap for startups
- Dependable for data analysis
- Support local and global market applications
When evaluating a mobile measurement partner, always validate their listed features against actual features of fraud protection, multi-channel applications, and real time analytics.
Final Thoughts: MMPs Power Smarter Mobile Growth
In today’s world, people are using mobile apps for just about everything, from learning to shopping, and being able to understand those users with data becomes essential. For this reason, an MMP mobile measurement partner is not just a tool, it is highly recommended for the success of an app.
MMPs for mobile apps connect marketing actions to actual results, allowing companies to compete in a competitive app market. They allow you gain insight into your mobile apps performance whether you are launching a new app, or growing an existing business. Using the right mobile app tracking partners, you can use app data to help you fight marketer waste and create the best experience for your users.
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