The Benefits of Using an MMP
As digital marketers, the main point of our job is understanding and analyzing data of our marketing campaigns, it is an undeniable truth. Efficiency has different names in this industry like CR(conversion rate), ROAS(Return on Ad Spend), and ROI(Return on Investment). At this point, while you are managing campaigns on different ad platforms, reports of these platforms cannot be enough to make the right decision for the sustainable growth aim of a product or a company in terms of revenue.
As a result, you have to see your gain significantly on these media sources or campaigns. The mobile measurement partner (MMP) helps marketers at this point. An MMP is a third-party attribution service that collects, organizes, and presents data from marketing campaigns in order to provide brands with a unified view of their campaign performance. It helps to forward-looking building marketers’ strategies.
Firstly, you have to define the events for your mobile app like subscribe, install, and trial if you have. When you complete the integrations of your media sources, you’re ready to measure performance with the help of activity, event, and cohort reports. I will give two examples to understand the benefit of using an MMP exactly.
As a first example, every mobile app which is located on Apple App Store runs marketing campaigns on the Search Ads to reach their user acquisition goal, it is inevitable. Unfortunately, Search ads show limited metrics on their dashboard to measure performance. If your mobile app includes the subscription revenue model, it is not enough to optimize the campaign correctly. Right there, you can prepare reports from your MMP service, then you can match them with the Search Ads Report. Now, you are able to see which keywords bring the most valuable users into your mobile app. As a suggestion, you can increase the bid of these keywords. Conversion rate should be considered when taking these kinds of actions, certainly.
Another example is the usual need for every mobile app marketer. On user acquisition sources, marketers cannot calculate or measure the profit easily as mentioned before. Therefore, various reports of MMP services show the potential profit or the exact profit. We can think of MMP as a hub for the revenue and cost of our mobile apps. We can distinguish the low and high-performance media sources, campaigns, and creatives(image, keyword, etc.) which is published. Eventually, making a decision for each marketing strategy and tracking it is easier with MMP services.
Since the last months of 2020, the biggest problem for the digital marketing industry has been the launch of iOS 14 by Apple. Apple has restricted the attribution and tracking data of users. Accordingly, collected data is lacking on iOS by MMP services in general. As a result, the efficiency can be questioned for the iOS platform but we should realize that it affects every mobile app marketer. In addition to that, MMP services are still effective for analyzing the users’ data. We’ll see what is Google planning for all marketers by the launch of Android 13 and how it affects MMP.
