Releasing a mobile app is one thing. Growing it is another, which requires measuring how well it is performing. This is where a mobile measurement partner, or MMP, is really valuable.
An MMP can help you report where your users are coming from, what they’re doing in the app, and which ads and marketing strategies work best. To put it simply, they help you figure out what is working for you and what is not.
Let’s unpack that and learn how to select the right one for your app’s goals and growth.
What Is a Mobile Measurement Partner?
A mobile measurement partner measures how users find and interact with your app. An MMP connects your marketing efforts with real results. The way it works is when you correlate these actions with an ad or promotional activity, you learn where users came from when they downloaded the app, and the actions they later took.
Let’s say you were to run an ad on Facebook while running an ad on Google, an MMP guides you to know which ad attracts more users over a specific period, which users were active longer, and which users ended up spending money. This is called attribution tracking; it is one of the more important roles of an MMP.
Why You Need an MMP
Here are a few straightforward and basic reasons why you should absolutely have an MMP:
- It tells you what channels are producing results.
- It helps eliminate fraud by identifying fraudulent installs.
- It helps you optimize your marketing budget.
- It provides insights into user behavior and app usage.
If you do not have a proper MMP, you are guessing and not making informed decisions.
What to Look for When Choosing a Mobile Measurement Partner
Not all MMPs are the same. Here’s what to check before picking one:
1. Accurate Attribution Tracking Tools
You need a partner with reliable attribution tools. This means that there is solid attribution tracking tools in its own platform which can track where individuals come from (ad, social media, email, etc.), and will help you stop wasting money on things that don’t work.
2. Strong App Install Tracking Solutions
Knowing who installed your app and from where is important. Good app install tracking solutions make sure to provide you with that information in real time, meaning that you can quickly react when something is working or not working.
3. Deep Mobile Campaign Analytics
Look for a partner that is able to provide very clear and detailed mobile campaign analytics. The reports and graphs should show the performance of your campaigns so that you know what you are getting. It should be easy enough to understand, but deep enough to make you feel like you are getting real value.
4. Strong Marketing Measurement Platforms
The best marketing measurement platforms will track installs and much more. Best practices should be that you track how your users engage beyond the install over time. They should be able to track purchases, time in app, and other critical actions.
5. Insightful User Behavior Analytics for Apps
To grow your app, you must understand your users. A great MMP will offer user behavior analytics for apps, helping you learn how people move through your app, what they like, and where they drop off. This helps you improve the user experience.
Questions to Ask Before Choosing an MMP
Here are a few simple questions to ask when picking a mobile measurement partner:
- Is it easy to set up and use?
- Does it support all the ad networks I plan to use?
- Can it handle data from both Android and iOS?
- Does it help detect and prevent fraud?
- Can I see real-time data and insights?
If the answer is “yes” to most of these, then you’re on the right track.
Final Thoughts
Selecting a proper mobile measurement partner can have a significant impact on your app’s performance. Not only does it help you get to know your users, but it also allows you to measure success and optimize your marketing decisions. With solid information, you’ll stop wasting money and start making legitimate growth for your app.
Don’t rush your decision! Make sure you weigh the options and compare features, and look for a partner that fits best with the goals of your app. A solid partner in mobile measurement is a key element for smart growth. So whether you are still in the beginning phases of your app, or you are trying to improve your app and have it grow to the next level!
