What to Look for in a Mobile Measurement Partner for MMP Marketing?

If you've created a mobile app and are seeking to increase your audience you've likely encountered something called a mobile measurement partner, or MMP. But what is that?

A mobile measurement partner is a specialized tool designed to help businesses measure how users discover apps and engage with them. It's a crucial aspect of marketing with an MMP, the whole process of marketing based on data to make better decisions and to drive downloads.

In this blog, we will cover the various features you should consider while doing MMP marketing, especially if you want to boost your app's success. Don't worry though, we will keep this simple enough that even a 15-year-old will be able to understand!

Why MMP Marketing Is Important

Before we jump into the features, let's get a better understanding of MMP marketing. When you run ads to promote your app (whether it's Instagram, Google, or TikTok), you want to know which ads are working for you. This is where an MMP comes in.

With MMP tools for marketers, you can...

- See where your users are coming from

- Track how they are using the app

- Learn which marketing channels are giving you more bang for your buck

So really, MMP marketing helps you spend your money more wisely so that you can focus on the ads and strategy that are working best.

Top Features to Look For in a Mobile Measurement Partner

Now we'll discuss the features that make a great mobile measurement partner. If you are choosing a mobile measurement partner for your app, make sure it has most (or all) of the following features: 

1. Accurate Attribution

Attribution is using the information to determine which ad or source drove a user to the app. Good MMP marketing tools will ensure you have your attribution information accurate. Now you can know if it was a Facebook ad, a YouTube video, or another source that brought a new user.

2. Real-Time Data Tracking

You want to see what is happening with your app now, not yesterday. A good MMP will give you live data tracking so you can make impulsive decisions right there and then. This is a big part of the reason why MMP marketing is valuable; it’s fast and useful feedback.

3. Cross-Platform Support

If your app is available on Android and iOS, your MMP should be able to track both platforms seamlessly. Mobile marketing analytics aren't very helpful unless your data is aggregated

4. User-Friendly Dashboard

You don’t have to be a data scientist to use an effective MMP. While a good MMP should give you all of the important numbers, it should also be easy to interpret and not make you feel confused. It should be a clean and simple dashboard to make MMP marketing easier for small teams and individual developers.

5. Fraud Detection

Unfortunately, not all clicks and installs are real. Some may be from bots or dummy users. A solid MMP has fraud detection tools that can protect you from wasting budgets on bad traffic. 

6. Custom Event Tracking

Apart from installs, you also want to know what users are doing inside your app (i.e., do they sign up, do they purchase, etc.,). A leading mobile measurement partner will enable you to track all of these custom actions. 

7. Integrations with Ad Networks

Your MMP should be seamless with the leading ad networks in the space like Google Ads, Meta (Facebook), TikTok, and others. This will allow for a smoother MMP marketing process or one place to keep all of your campaign data.

Benefits of Good MMP Marketing

Picking the right mobile measurement partner will significantly influence the success of your app. Through effective MMP marketing, you can:

1. Increase your return on ad spend (ROAS)
2. Save money by not spending it on poor-performing ads
3. Develop a stronger understanding of your audience
4. Make a more profitable app

The more you know from mobile marketing analytics, the better your approach becomes. The knowledge is similar to a smart assistant informing you what works and what requires improvement.

Why Apptrove Is a Great Choice for MMP Marketing

If you are looking for a reliable mobile measurement partner that is beginner-friendly and powerful, Apptrove is a great option. It's among the best MMP tooling for marketers and is meant to simplify MMP marketing for everyone, from small app developers to corporate empires. Here is why Apptrove is a great choice:

1. User-friendly and simplified dashboard that is easy to track
2. Accurate data and real-time updates
3. Built-in fraud prevention
4. Full integration into major ad platforms
5. Robust mobile marketing analytics tools

Apptrove allows you to track and analyze app performance without overloading you with convoluted reports. It is designed for working towards results, not obfuscating those results. When considering a partner for MMP marketing, Apptrove is a partner worth trusting.

Final Thoughts 

In mobile apps and digital processes, utilising the proper tools can be the difference between success and failure, a solid mobile measurement partner is there to help you track those results, learn from your users, and scale with speed. When you're ready to start MMP marketing, the data you use, when you honour it and how it will enable better and quicker return on investment, it is everything.