One of the most important decisions you’ll make when running mobile marketing campaigns is selecting the appropriate Mobile Measurement Partner (MMP). A quality MMP allows you to track your campaigns, measure your results, and optimize your performance. Without proper tools, you cannot make educated decisions about where to spend a marketing budget or which strategies are working best.
If you’re in search of a solid solution, Apptrove, a trusted Mobile Measurement Partner, can give you all the analytics you need to develop your mobile marketing campaigns. But given the number of choices out there, how do you know which Mobile Measurement Partner is right for your app? We’ll go over some of the key questions to consider when picking an MMP in this blog so you can identify the one that meets your needs.
What is a Mobile Measurement Partner?
Mobile Measurement Partner (MMP) is a solution that allows app developers and marketers to track their mobile marketing campaigns, track app installs, user behaviour and other mobile marketing metrics. MMPs allow you to aggregate data from all of your ad networks and platforms in one place so that it is easier to see the performance of your app as well as make more informed decisions with the data.
When you choose the right Mobile Measurement Partner, you can ensure your mobile campaign analytics are accurate, you can optimise your spend, and improve your marketing return on investment (ROI). An MMP can also help with app install tracking solutions. These are important for understanding which campaigns led to installs and how users are engaging with your app.
Key Questions to Ask When Choosing a Mobile Measurement Partner
1. Does the MMP Provide Valid Attribution?
Attribution is one of the primary aspects of any Mobile Measurement Partner. It tells you where your app installs are coming from, what ads are working and how users act post app installation. Make sure you pick an MMP that offers attribution across multiple channels. You want to be sure users came from your Facebook ad, Google ad, organic search, or another source.
Without attribution that is correct, you can’t know which marketing tactics are effective, or your money is being wasted. Pick an MMP that supports mobile campaign analytics with attribution, so you can follow users from when they clicked on an ad, through installing the app, and while they’re using it.
2. Does the MMP provided Real-time Data?
In mobile marketing, when something happens, everything is! You want to know how your campaigns are performing as quickly as possible, so you can make changes as quickly as possible. Ask if the Mobile Measurement Partner give you real-time insight into your mobile campaign analytics. This is especially useful if you’re running paid campaigns with a limited budget, as it allows you to be both timely and cost-effective in terms of every impression you are paying for.
3. Does the MMP Support Multiple Marketing Channels?
In all likelihood, your mobile campaigns don’t exist within a ‘channel vacuum.’ You likely have campaigns running on social media ads and search engine marketing, and influencer marketing, too. It is important that your Mobile Measurement Partner can work with all those channels and give you the integrated view of your campaigns. Ask the Mobile Measurement Partner if it can accommodate cross-channel marketing and deliver aggregated data.
4. Does the MMP provide Deep User Insights?
Recognising and understanding your users is critical to improving your mobile app performance. You should ask if the Mobile Measurement Partner provides deep insights to user behaviours – e.g. are you able to see: where the users are coming from, how long they are staying, what activities they completed, and did they finish key in-app events like signing up or making purchases.
5. Is the MMP Scalable?
As your app grows, so will your marketing needs. Select a Mobile Measurement Partner that can grow with you. The MMP should be able to increase the data and ad campaigns or marketing spends as the app evolves and expands. It should support app install tracking solutions that will show you new users or user segments over time.
6. What Type of Customer Support does the MMP provide?
With the best technology available, you may still encounter issues or questions when using your Mobile Measurement Partner. Ask them what type of customer support the MMP provides. Do they have a dedicated customer support team? Is it 24/7 support? Will they provide you with onboarding and training material?
Conclusion
Choosing the right Mobile Measurement Partner is paramount to the success of your mobile marketing campaigns. By asking the right questions and evaluating your needs, you will find an MMP that supports you in tracking mobile campaign analytics, optimising your ad spend, and growing your app. A solid MMP will provide you with solid attribution, deep user insights, scalability, and more in this highly competitive marketplace. Therefore, do the legwork and find an MMP that you can rely on as a partner in the growth of your app.
