Choosing an MMP Tool That Goes Beyond Install Tracking

 

Numbers not in context have never developed a mobile business. There are still many teams who are celebrating installs and not paying attention to what happens after that. A modern MMP tool should tell the whole story about all downloads.

Installs show interest, but not value. Marketers should be aware of the campaigns that attract loyal users and paying users. This will show you how to pick an MMP tool that will measure much more than installs.

Why Install Tracking Is Not Enough

Simple tracking keeps count of downloads and then terminates. It will not tell you who stayed and who paid and who left.

Good mobile attribution platforms will be able to tie each user back to the channel, ad, and campaign that resulted in their install. This is the first step in gaining some insight.

If it’s not connected, budgets are wasted on estimates. Teams repeat campaigns that look busy but don’t produce much revenue. A good MMP tool fills this void in no time.

Measure What Happens After the Install

Real growth is based on retention, and purchasing and lifetime value. These signals will indicate if your spending is working or not.

A robust mobile app analytics metrics tool will provide information on user behavior after day one. Drop off points can be identified and rectified in a timely manner.

One such platform that monitors these post install events is Apptrove. Any MMP tool worth its salt will provide comparable in depth mobile marketing analytics.

Protect Your Budget From Ad Fraud

Bot traffic and bogus clicks slowly bleed campaign funds. Many teams find out the damage once the budget has been run.

This traffic is pre-filtered before you’re charged by a trusted mobile fraud detection tool. It also helps maintain the accuracy of your reports.

Clean Data equals Good Decisions. Contact each vendor and inquire about their MMP tool’s suspicious source flagging.

What a Mobile Measurement Partner Actually Does

Different numbers are frequently reported by both the advertisers and the ad networks of the same campaign. This leads to uncertainty and delays in decision-making.

The mobile measurement partner is the neutral third party between both parties. It tracks all clicks, installs and events in a single location.

That neutrality fosters trust with finance teams and agency partners. All people have access to the same facts.

Features to Compare Before You Buy

Some platforms are more in-depth and user-friendly than others. Please make a careful comparison of these areas before you make your decision.

Flexible Reporting

Search for dashboards that have channel, region and date filters. Simple reports save hours per week.

Any marketer should be able to read good mobile marketing analytics. Findings are easier to take action on when presented visually.

Integrations and Data Access

Your MMP tool should integrate with analytics apps, ad networks and your internal systems. Open data access enables your team to create custom views.

See what number of partners the vendor supports. If you have missed connections, then all campaigns slow down.

Privacy and Compliance

Regions and operating systems have different variations of privacy rules. Use an MMP tool which takes responsibility for consent and data protection.

Ask the vendor what their approach is to Apple and Google policy changes. Support teams who are good are clear about each change.

Support and Onboarding

Quickly getting your team onboarding means getting your measurement efforts underway sooner. Inquire about training and Guides that the vendor offers.

Support during hectic launch weeks is important. Little mistakes now can come with a big price tag.

Transparent Pricing

Inquire about the vendor’s installation, event and additional user fees. As campaigns expand, so do hidden costs.

Transparent pricing gives you a solid sense of your budget. It also facilitates comparison of vendors.

Common Mistakes to Avoid

There are several teams that select a platform because of the cost. Low cost tools often have restrictions on events, users, or reports.

Others do not consider ownership of data. Consider the option to be able to export your raw data if you need to.

The third error is not making a trial. The truth of a campaign is revealed in real data, rather than through a sales demo.

How to Run a Fair Trial

Select one or two live campaigns and monitor them on each platform. Compare event data and install counts side by side.

Make note if there are any lapses, delays, or mixed-up reports. The best MMP tool will be very clear after the first week. Present to the group prior to making a decision.

Questions to Ask During Evaluation

With a variety of MMP tools available to marketers, it can be difficult to pick the right one. The process is kept simple by having a short list of questions.

Inquire about cost, data quality, and service turnaround. Schedule a demo to check out actual reports.

Measure and compare the metrics for retention and revenue reported by each vendor. Select the MMP tool that has your most difficult questions clearly answered. Your responses will guide you towards the right person.

Final Thoughts

Counting downloads is not the only measure of an MMP tool. A good mobile measurement solution provides relevant insights, protection from fraud and reliable attribution. Make sure to compare features thoroughly, make test campaigns and choose the platform which you believe will provide long-term growth. Keep your goals in mind and proceed from there.