How To Select The Right Mobile Measurement Partner For The Growth Of Your App

 


Developing a mobile application is another thing. Another is growing it, which means determining the quality of performance. This is why a mobile measurement partner is of great importance.

An MMP will help you to report on where the users are coming from and what they’re doing within the app and what ads/marketing strategies work best for your app. In a nutshell, they tell you what is working for you and what is not.

Let us break that down and see how we can choose the right one for your app objectives and growth.

What Is a Mobile Measurement Partner?

A mobile measurement partner helps in analyzing how users find your app and how they interact with it. An MMP ties your marketing efforts to real results. The way it goes is, if you correlate these actions to a given ad or a promotional activity, you will be able to understand from where users’ originated from who downloaded the app, and the actions they later took.

Suppose you were to run an ad in Facebook during a time when you were running an ad on Google, an MMP tells you on which ad the most users turn up within a certain period, which users spent more time, and which users wound up spending money. This is called attribution tracking; it is one of the more critical functions of an MMP.

Why You Need an MMP

These are just a few simple and basic reasons why you must absolutely have an MMP:

  • It advises you on which channels are giving results.

  • It goes a long way in the eradication of fraud by detecting fraudulent installs.

  • It enables you to streamline your marketing budget.

  • It offers insights regarding user behavior and how they use their apps.

If you do not have an appropriate MMP, you are gambling and making decisions on a guesswork basis.

What to Look for When Selecting a Mobile Measurement Partner

MMPs are not homogeneous. This is what you should look for when choosing one:

1. Accurate Attribution Tracking Tools

You require a partner who has reliable attribution tools. This means that, it has solid attribution tracking tools in its own platform that it can track where individuals come from (ad, social media, email, etc.), and will assist you to stop wasting money on things that do not work.

2. Strong App Install Tracking Solutions


It is important to know the person who set up your app and from where he installed your app. Positive app install tracking solutions ensure that they are quick to give you that information, which means that you can immediately respond when things are doing or not doing things.

3. Deep Mobile Campaign Analytics

Seek out a partner which is capable of delivering very transparent and in-depth analytics about mobile campaigns. The reports and graphs should reflect on the achievement of your campaigns; so that you know what you are getting. It should be easy enough to comprehend, but deep enough to make you feel that you’re making real money.

4. Strong Marketing Measurement Platforms

The greatest of the marketing measurement platforms will track installs and a lot more. The best practice to put in place is that you monitor how your users interact with your product way after installation in a long time frame. They need to be able to monitor purchases, time in app, and other important actions.

5. Insightful User Behavior Analytics for Apps

To help your app prosper, you need to understand your users. An excellent MMP will provide analytics of user behaviors for apps, which will enable you to learn how people navigate through your app, what they are drawn by in your app and where they drop out. This assists you to make a better user experience.

Questions to Ask Before Choosing an MMP

These are several basic questions: what to ask when selecting a mobile measurement partner:

  • How does it set up and use?

  • Is it compatible with all the ad networks that I want to use?

  • Can it work for data from both Android and iOS?

  • Helps in detection and prevention of fraud?

  • Can I have real-time data and insight?

If you answer “yes” to most of these then you are on the right track.

Conclusion

Choosing the appropriate mobile measurement partner can have a tremendous effect on your app’s performance. It not only helps you to understand your users but also helps you gauge success and fine-tune your marketing decisions. With strong information, you will stop wasting money and begin to see real growth for your app.

Don’t rush your decision! Ensure that you get to weigh the options and compare the features and search for a partner that suits the goals of your app best. A good partner in mobile measurement is integral for smart growth. So whether you are in early stages of your app or trying to make your app better and have your app to reach the next level!

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