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  Data-driven advertising is the most optimized way of spending your marketing budget. An ad dollar spent without knowing where it is spent brings the organisation at risk. The biggest benefit of mobile advertising these days is accuracy. In order to remain relevant in this ever-changing world, marketers have to make quick decisions and act accordingly. MMP platforms have become essential tools for achieving consistent measurement and clarity across every campaign. They convert raw data from campaigns into insights that are easy to understand and actionable, to improve a team’s performance. Even the best ad spend won’t make up for a lack of an attribution framework. The perfect MMP tool provides every marketing team with the structure they need to make smarter, more impactful decisions. What Is an MMP and Why Does It Matter? The first step in any mobile marketer’s journey is to know what is MMP. Mobile Measurement Partner is a short name for MMP. It is an independent, third party ...

  There is a hidden issue in most mobile marketing budgets. Some ad spend is lost every day without ever hitting a real user. Profits continue to be made, but without team members being aware of what’s making them profitable. This is where a mobile measurement partner is invaluable. It connects all campaigns with tangible user activities. Marketers now have the insights to see which channels are providing value and which are footing the bill. What a Mobile Measurement Partner Does A mobile measurement partner is an independent tracking system. MMP marketing tools are able to track installs, in app events, and revenues per ad network. This provides marketers with one, neutral and accurate depth of campaign performance. Data is collected from a separate source, and therefore cannot be edited or manipulated. The same verified numbers are provided to both advertiser(s) and ad network(s). This neutrality is the basis for accurate and dependable campaign measurement. Mobile app analyti...

  Consider having to pay money on a campaign that generates thousands of clicks, and redirects users to a default home screen. This is the case with most apps that do not have a proper strategy in place. It is precisely here that deep linking leaves a lasting impact. It immediately takes the user to a certain content within an app. The users lose interest in no time unless they navigate properly with the initial tap. They have to go out searching by hand what they were promised. Such friction contributes to a reduced level of engagement and a high level of dropout. Deep linking does away with such friction completely. What Makes Deep Linking Essential Deep linking refers to the process of directing the user to a particular page within a mobile app. The link is used instead of the home screen, opening the very content that was intended. This minimizes the work and enhances general user experience. Imagine that it is a first-degree short cut to the correct destination. No extra step...