How a Mobile Measurement Partner Eliminates Wasted Ad Spend

 


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 analytics via mobile measurement partner are much more than an installed tracker. They come out in the form of user value over time, events within the application, and behavior after installation. Teams leverage these learnings to determine which campaigns are going the distance and which are not.

Why Ad Budgets Drain Without Proper Tracking

Mobile attribution without an independent partner creates serious reporting errors. Several networks might install simultaneously for the same install. The decisions then are based on data that is essentially worthless.

These mistakes accumulate without making much noise and ultimately can chip away at your campaign budgets. Spend is still being pushed toward sources that are inaccurately reporting results. The monetary losses mount up with each campaign period that goes by.

This is even more expensive when it comes to mobile ad fraud. Fake networks boost installs and ask for payments from advertisers. Traffic that doesn’t result in any real or engaged users will cost teams money.

These are filtered by a mobile measurement partner before they do any damage. It scans for suspicious activity in all active campaigns in real time. This gives teams the opportunity to respond quickly before a significant portion of the budget is squandered.

How an MMP Eliminates Wasted Ad Spend

Centralized Attribution Across Every Channel

Generally marketers will be advertising on multiple platforms at once. If there is no mobile measurement partner the same install can be credited to many networks. This contributes to double counting and inaccurate reporting.

Each install is assigned to a single verified source, via a mobile measurement partner. There are no longer any issues with double counting. Teams have a consistent set of indicators to benchmark each channel they invest in.

MMP for mobile apps will bring together all network performance data to a single dashboard. No longer need to manually compare separate ad network reports. Budget decisions are made quicker and more informed by accurate campaign data.

Smarter Campaign Optimization

Teams can make sure they cut subpar campaigns without hesitation when they have reliable data. The budget can be shifted on the spot to channels with proven results. This type of action can only be achieved with team tracking they can trust.

App measurement partner tools allow for more granular reporting on the campaign and creative level. Teams can determine specific ad units that generate high value users. This clarity eliminates guesswork from all budget allocation decisions made.

Real time reporting is provided by platforms such as Apptrove, who are known for providing an MMP solution. It enables teams to quickly recognise and eliminate inefficiencies. Time is not spent analyzing problems, but rather on solving them.

Eliminating Fraud From Campaign Budgets

Mobile app tracking partners have built-in fraud detection as a standard feature. They automatically detect click spamming, install hijacking and bot driven traffic. Invalid installs will be rejected prior to using a campaign budget.

Fraud data also helps teams to weed out poor network partners. Looking at the historical pattern, you’ll see where you can find sources that are always sending non-converting traffic. The budget is then redirected to verified and reliable sources that perform.

What to Look for in a Mobile Measurement Partner

Careful and clear evaluation of the different mobile measurement partners is essential. Consider the strength of fraud detection, depth of integration, and reporting transparency for teams. It is also crucial to comply with existing platform standards for privacy.

In every MMP, it is crucial to have support for both iOS and Android. Up-front pricing, helpful customer service and easy setup are benefits that go far. A mobile measurement partner is successful if it has these qualities.

Conclusion

There are ways to avoid wasted ad spend. A mobile measurement partner provides teams with the accuracy, control and clarity they need to put an end to it. With the right partner on your side, every campaign decision you make is a smarter and much more effective one.

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