If you have ever asked how apps know where their downloads came from, or which ads are truly working, the answer usually lies in MMP software. MMP, or mobile measurement partner, helps app developers and marketers understand where their users are coming from. A company called Apptrove is a mobile measurement partner that makes app growth smarter and easier.
In the fast-paced world of apps, MMP software has become the backbone of mobile marketing strategies. Let’s explore what MMP software is, why it’s important and how it operates.
What is MMP Software?
Think of MMP software as a detective for app marketing. When you run ads on platforms like Instagram, YouTube or even smaller ad networks, you want to know exactly which one made people download your app. Otherwise, you are just guessing.
MMP software collects, cleans up and displays this data in one simple dashboard. This means app marketers are no longer wasting money on ineffective ads and can spend more on the ones that are actually working.
Why MMP Software Matters
Every day, people download apps millions of times. They come from ads, from recommendations from friends, or from searching for something specific in the App Store. As an app owner, you need to know which downloads came from where.
And this is where MMP software comes into play. It:
- Tracks a user’s actions after downloading an app.
- Links install with the ads that drove those installs.
- Allows marketers to calculate their return on ad spend.
Without an MMP, app marketing becomes a guessing game. And no one wants to play that game, especially when budgets can be tight.
Now let’s transition to mobile attribution software. That’s just a fancy phrase describing what MMPs do. Attribution is about giving credit to the source. So if a user downloaded your game based on a TikTok ad, attribution software is going to give TikTok its credit.
The result? Better decisions. If you spend $500 on Facebook ads and get 100 installs, but $500 on TikTok and get 1000 installs, and in turn, they were cheaper installs, it is easy to see who deserves to have more budget.
The Role of App Marketing Analytics
Tracking installs is helpful, but you also need to know what users do inside the app. This is where app marketing analytics come in.
With analytics, you can see:
- How many times do users open the app?
- Whether they made in-app purchases.
- How long they engaged?
When you combine app marketing analytics with MMP software, you have 360-degree coverage. Not only do you understand what ads brought users in, but you also have the information to measure whether or not those users are valuable in the long term.
The Power of Mobile Ad Tracking Tools
An additional critical element is mobile ad tracking tools. Mobile ad tracking tools allow you to track your ad campaigns across multiple channels.
If you are running ads across Google Ads, Apple Search Ads, and Twitter, mobile ad tracking tools will help convert all the results into something you can analyse. Combined with MMP software, mobile ad tracking tools will also help you preserve data integrity and analyse any advertising channel equally.
How MMP Software Helps Different App Types
Different types of apps leverage MMP software differently:
- Gaming apps: Understand which ads are driving players who spend money on upgrades.
- E-commerce apps: Track what channels drive actual buyers/shoppers.
- Subscription apps: Understanding which users continue to subscribe months after they could have deleted after their free trial.
Regardless of the type of app, all benefit from knowing how to prevent wasting precious marketing dollars.
The Future of MMP Software
As privacy regulations tighten with things like Apple’s ATT framework and Google’s new privacy regulations, MMP software is evolving. The most effective solutions will respect user privacy and still provide the marketer with insights.
Expect to see MMP software use sophisticated modelling, AI-based forecasting, and integrations. This means that marketers can still receive actionable insights while being mindful of user trust.
To Conclude
At the end of the day, MMP software is a bit like a compass for app marketing. Without it, you’re wandering randomly through unknown lands waiting to create some sort of success. With it, you can see exactly which roads generate yield and where the dead ends are.
By combining mobile attribution software, app marketing analytics, and mobile ad tracking tools, app marketers can discover uncharted levels of progress that are actionable and effective. With partners like Apptrove at the forefront, the horizon for app marketing has never looked better.
