Trust is the basis of all marketing decisions. Numbers are not quite as important in a campaign without proof.
This is where an MMP platform is crucial. It enables marketers to validate the true source of users and what they do on its behalf once they arrive.
The team of growth managers today work on several budgets at the same time. One erroneous assumption can be a waste of weeks of ad spend.
What is an MMP Platform?
An MMP (mobile measurement partner) platform monitors and confirms mobile app installs. It verifies if ad click resulted in a true download.
The question many marketers have is what is MMP. It is a stand-alone solution which takes the guesswork out of campaign reports and budget planning.
This sort of MMP platform allows teams to truly gauge performance through each and every channel. Apptrove is one such provider used by growth teams across many industries today.
Marketers have to make do with numbers provided by ad networks without it. That can be a dangerous strategy for making mistakes and being biased.
Little slips of the finger add up. They ultimately result in misused budgets and suboptimal decisions.
Most of the platforms are also available for Android devices and IOS devices. This provides marketers with one true view, rather than fragmented reports.
How Does an MMP Platform Work?
It begins when a user sees or clicks an ad. The click is paired with a unique tag which is directly connected to the campaign source.
After installation, the software development kit of the app emits a signal back. This signal is sent to the mobile measurement partner to verify.
The system then matches up the install to the appropriate channel. This is called ‘attribution’ and eliminates any uncertainty from each reported result.
This data is also stored over time using the tool. It can be checked later to give marketers an insight into long term campaign performance and trends.
Post install events (e.g. purchases, signups) are also measured in the same manner. This allows teams to realize that there’s more to the download than they first realized.
Key Features of an MMP Tool
A quality MMP tool will provide a lot more than just installation data. It integrates a number of capabilities into a single assured dashboard for everyday use.
Attribution and Tracking
The very backbone of each MMP platform is attribution. Connects each install to the exact ad, network or creative that led to it.
Marketers who leverage mobile attribution platforms can get a clearer picture of which channels are performing. This transparency helps in making better budget decisions for the entire team.
Fraud Detection
Fraud on mobile devices can silently take a bite out of marketing budgets without notice. A predictable system alerts flagged clicks and will not alter campaign data.
This safeguards the reporting of honesty and reliability. It also helps maintain trust on a long term basis between the advertiser and its chosen partner.
Analytics and Reporting
The system monitors user activity once downloaded, beyond installs. This is the sales, retention and engagement over time.
By analyzing mobile app analytics metrics teams can gain insights into the long term value of the app. Transforms raw data into actionable business intelligence.
Why Businesses Need These Tools
Growth teams are not able to scale something on a hunch. They have to have verified data to direct each dollar of marketing that is used wisely.
Reliable MMP tools cut down on wasted expenditure, and show you what really works. They also enable quicker, better decision-making within teams.
This system will be a common source of truth for the enterprise. The numbers are verified and can be used by marketing, product and finance teams.
This common understanding is even more significant when budgets are increasing. One effective system can save dozens of campaigns from costly errors.
Manual tracking is unmanageable as apps grow in their number. As the team gets bigger, automated verification ensures that all campaigns can be held accountable.
Choosing the Right MMP Platform
Not all options are as in-depth as others are. Some make an effort on installs, whereas others make an effort to include the entire user journey.
Fraud protection and reporting should be a strength for marketers. It should be easy to use, even if it’s created from a complex set of data.
This will vary depending on the size of the team and the scale of the campaign. For smaller groups, simplicity may be required, but for larger groups, there will be a greater demand for customization options.
When evaluating, pricing and support are also important considerations. The investment of weeks in setting up a new team can be saved with a helpful onboarding team.
It is also crucial to integrate with existing ad networks. Those that are easy to connect will save time and avoid any technical issues later.
Conclusion
An MMP platform is the key to clarity in mobile marketing. It validates results, defends against fraud, and enables intelligent growth decisions for all app businesses.
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