Is Your MMP Tool Actually Doing Enough? Here's the Test

 

A number is more trusted than a feeling in every sense of the word before it’s used by every marketing team. This trust can only be achieved when the number’s system is honest.

Many teams assume that their measurement setup is working when they report it is, but it is not. A real MMP tool will display data but more. It demonstrates clarity and consistency of data.

A common challenge faced by marketers is finding gaps after the money has been spent. At this point, the damage has been done for campaign performance. An early short and simple check can avoid this result.

What an MMP Tool Should Really Deliver

There is a tool to link actions with outcomes, called an MMP tool. It logs installs, clicks and in app events for all channels.

Quality measurement software connects spend with results – and without a lot of guesswork. If your platform doesn’t indicate the origin of any users, then it’s not doing its duty.

This will be the first fair test. If you’re using the setup and getting consistent, unambiguous answers each time, ask how. If you are using the setup and getting consistent, unambiguous answers each time, ask how.

A reliable app attribution solution ought to function across various platforms with no additional manual work. Teams shouldn’t have to work around the way the numbers are counted to trust their numbers.

Attribution Accuracy Comes First

Without attribution, nothing can be considered a mobile campaign. Too light attribution results in a budget that is wasted and poor decisions.

New mobile attribution solutions should be able to deal with both deterministic and probabilistic approaches. It’s important they stay flexible as the privacy laws evolve.

MMP platforms like Apptrove, emphasize on maintaining this accuracy. It is that consistency that makes a good system good and a shaky one shaky.

Another thing to consider is that the marketers should also review the configuration of attribution windows. When the wrong windows are entered, this can result in the giving of credit to the wrong channel altogether.

Fraud Detection Cannot Wait

Marketing budgets are quietly being siphoned off by ad fraud each and every day. Real performance numbers can be skewed when people install fake copies of your software and/or generate click spam for your site.

A good mobile fraud detection solution will detect these issues before they become a problem in the campaigns. It needs to be detected as it occurs rather than once it’s done.

If you don’t consider fraud filtering an afterthought in your stack, then you should pay attention to this.

Be mindful not to miss out on fraud alerts. It is possible that a tool that doesn’t report much is just failing to detect the problem, rather than it simply not being a problem.

Understanding Users Through Cohorts

Numbers alone are not enough to understand users’ behavior. Patterns that are not evident from raw totals can be made apparent by categorizing users based on common characteristics.

This is where the cohort analysis meaning will come in handy for marketers. It displays trends over time of various user groups.

If this is not the case, teams tend to overlook early indicators of churn or disengagement.

Tracking cohorts also enables teams to assess the impact of certain campaigns in the longer term. Shifts the emphasis from installs to user value.

Finding the Right Mobile Measurement Partner

The selection of a trustworthy mobile measurement partner goes beyond mere technical matters. Determines the level of trust in data actions across your whole team.

The right partner helps to grow instead of hindering. It should not be a marketing system on its own, but rather, part of your marketing system.

A good app attribution tool should expand in accordance with your campaigns, in terms of regions and platforms.

Technology is not enough; the support is important as well. A partner that takes too long to be responsive during the ‘campaign issue’ can cost you real money.

The Real Test: Ask These Questions

Don’t believe anything on your dashboard without asking some questions. Is the reasoning on the platform well-explained and coherent?

Are you sure that your team can go through a conversion and without confusion, trace it back to its original source. Does fraud filtering occur automatically (no manual check every time).

Are you able to adjust to privacy laws? This tool will just be unable to catch up with new rules, and will only make more issues that it solves.

Speed and Clarity Matter Most

Any reports which take days to make are obsolete. The best MMP tool should have an immediate display of performance.

If you are feeling the drag from your existing system, it may be time to re-think that.

It’s not just a technical consideration, either: simplicity is important for teams that are not technically oriented, either. If a dashboard is in constant use but is always an explanation, then it’s not doing its job.

Conclusion

When using a mobile measurement partner, the value is being able to feel confident and not confused. A review of your existing MMP tool against these fundamental standards will help you determine if it’s providing you with smart, fast and honest marketing decisions. What you do now will make a difference in the outcome later.