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What Is an MMP Platform? Definition, Features & How It Works

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  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 st...
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How MMP Advertising Connects Ad Spend to Real Outcomes

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  If you aren’t going to have proof, it’s an expensive guess. Ad dollars, euros and rupees are meant to be counted and accounted for. That’s what MMP advertising is for. It links each and every dollar spent to an actual measured user action. This link alters the budget planning of teams. They don’t go on instinct anymore, they go on proven performance data. With the increase in mobile spending, MMP advertising has become a must. Marketers are no longer taking promises of new products or services, they now require proof before they invest more. What MMP Advertising Actually Means MMP advertising is when campaigns are seen by a mobile measurement partner (MMP). All clicks, downloads and app events are recorded accurately by this partner. There are platforms that assist this process on a daily basis, such as Apptrove. They offer marketers a glimpse into the potential performance of a campaign, rather than just the numbers. If you don’t have this layer mobile advertising is just a wil...
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What a Mobile App Measurement Partner Actually Measures

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  Numbers don’t lie but don’t really tell the entire story every time. Each install, click and app action has a secret behind your marketing investment. That’s what a mobile app measurement partner does. It converts random data dots into one trusted, accurate performance story. Marketing teams tend to gather information from several sources simultaneously. That data remains isolated and untrustworthy, unless there’s one trusted layer in place. The Core Job of a Mobile App Measurement Partner The essence of a mobile app measurement partner is to link marketing activity to results. It matches ad impressions with app downloads, and then app post-engagement. Companies such as Apptrove have developed their business around this relationship. They don’t discriminate against any ad network, but rather gather data as it comes. This neutrality is important. Marketers require one true data source, not data sources from each ad platform. This data is collected in one place by a trusted mobile...
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The Mobile Measurement Partner Checklist for App Marketers

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  The numbers don’t lie, but the wrong tracking tool can warp the numbers. This is a lesson every app marketer will find out the hard way. One of the crucial decisions a growth team has to make is the choice of the mobile measurement partner. It influences your interpretation of data, budget usage, and success. The following checklist outlines very simple and practical steps. What Is a Mobile Measurement Partner A mobile measurement partner records installs, clicks and In App events. It links this data with the appropriate marketing channel. Without one, marketers have to wonder which campaigns are successful. All platforms, including Apptrove, have been created to get rid of that uncertainty with structured attribution. This layer is used by most teams on a daily basis. A dependable mobile measurement partner discreetly drives the budgeting process at each ad network. Why an MMP for Mobile Apps Matters MMP for mobile apps is not merely a tracking tool. It is the foundation of eac...
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How a Mobile Attribution Platform Closes the Data Loop

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  Information that is not related is noise. There are an infinite amount of numbers that marketers gather, but few systems ever become a story. This is the divide a mobile attribution platform is there to fill. It connects all touchpoints, starting from the first ad click until the last in-app action, into a single picture. Marketing teams aren’t taking chances anymore. They are looking for evidence for every rupee spent has a measurable impact. What a Mobile Attribution Platform Really Does A mobile attribution platform is a tool that monitors user activity and their origin after they install an app. It brings together campaigns, clicks and conversions under one roof. This is missing the connection between marketers and the journey. There are platforms such as Apptrove to put those pieces together. A trustworthy mobile attribution solution doesn’t simply collect data. It describes the channels that really create value. This transparency enables marketers to make budget decisions ...
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