How to Add MMP Advertising to Your Marketing Tools: Easy Tips and Mistakes to Watch Out For

 


In the realm of mobile applications, it can be quite challenging to get individuals to download and use your app. This is why many corporations spend money paying for ads for their applications. However, spending money is just a part of the equation. You need to measure the effectiveness of those ads. This is where MMP advertising comes into play.

If you are interested in having a successful app, you will need the correct tools to support the process. One of the most important tools will be an MMP for ad tracking. In this blog, we are going to explain MMP advertising, ways to link the MMP to your marketing tools, best practices, and mistakes to avoid.

What is MMP Advertising?

MMP advertising refers to using a Mobile Measurement Partner (MMP) to check whether your ads are doing what they’re intended to do—namely, getting real users to download your app or take actions within it. An MMP will track every click, install, or purchase that originated from the advertisement you ran on mobile.

For example, if you run an ad on YouTube and that person installs your app, without MMP advertising, you wouldn't know how that user came to your app, but with it, you would be able to know exactly which ad that user came from and spending more money on ads that perform better.

Best Practices for Using MMP Advertising

1. Link All Your Tools

Be sure your MMP for ad measurement is linked to all your ad networks (Facebook, Google, TikTok, etc.) so that your MMP can gather data from all of those networks in one place. 

2. Define Your Objectives

Decide on what you are tracking. App installs? In-app purchases? Sign-ups? Make sure your MMP advertising tool like Apptrove, is measuring the actions that you want.

3. Review Your Data Regularly

Check your data daily or weekly to see which ads are performing well and which ones are not. A good mobile marketing measurement platform will make this easy for you.

4. Implement Fraud Prevention

Some installs may be fraudulent ones performed by bots. Make sure you have fraud prevention opportunities within your MMP to protect you from spending your dollars on false installs. 

5. Collaborate With Your Whole Team

Make the information from your MMP accessible to all of your marketing, sales and product teams. When everyone understands the data, they can work better as a team.

Pitfalls to Avoid

While MMP advertising is great, some common mistakes can go very wrong if you make them. Here's what to avoid:

1. Not Properly Setting It Up

If you do not set up your MMP correctly, it may be reporting the wrong data or giving you misleading data. Always use the set-up guide and check it for completeness and functioning.

2. Using Too Many non-Integrated tools

If you have too many tools that don't share data or work nicely with each other, you may end up in a tangled mess. Use tools that work nicely together advice would include your MMP for tracking ads as a part of an integrated analytics toolbox.

3. Ignoring the information

It is easy to get the data and forget about it - but the whole point of doing MMP advertising is to help you make better decisions. Before running campaigns, check your reports and use this data to modify your ad campaigns.

4. Not updating goals

As your app grows targets may change too. Perhaps you just wanted installs from the app but now, you want in-app purchases. Make sure to update your MMP when your goals do.

5. Only focusing on installs

Even though the installation is good, what is more important is what users do after installing the app. Use your mobile measurement tools to monitor and modify each metric after installation - from in-app purchases to user retention.

Final Thoughts

If you are looking to add MMP advertising to your marketing stack, it can help you run your app business very differently. You can see where your hard-earned dollar is going, and more importantly which ads produce actual results. You can grow much faster with smart tracking, and ensure you're spending your budget effectively.

Be sure to follow this advice: pick a good MMP for ad tracking, connect it with your marketing tools, and check your data regularly. Avoiding major common mistakes by simply focus on improving your system along the way.

MMP advertising is not just for the big companies either. Smaller app developers can also benefit from smart, clear tracking of spend! If you want to have a successful app, it will be one of the best options you will have.


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