The full form of MMP is Mobile Measurement Partner. Why is it used? One simple answer to this question is it is used for Mobile attribution. All you have to know is how this helps a marketer to get better results and grow at the scale that they need
Who needs this MMP and Why?
All the apps need MMP for better attribution to know which media source is giving better results. Based on this, budgets can be allocated correctly for better results. And an MMP that has more share in the market will have a high chance of identifying fraud.
Campaign Optimization can be done with the help of the overview dashboard in this MMP tool.
When it comes to fraud detection it helps us to save money and also get us, quality users, by providing data of the in-app events like purchase, Add to cart, complete registration, etc depending on the type of industry we are working in. If a particular Media Source or Ad network is not giving you quality users and if you are spending more budgets on the particular source you can decide whether to spend money or not.
What are the most used MMPs in the Mobile Market?
Some of the MMPs that are mostly used in the market are Appsflyer, Branch, singular, Adjust etc… You can choose one depending on the requirement and pricing. First thing you have to keep in mind is at what scale you are going to grow in the coming 2 years. Depending on the plan for our growth we can negotiate with a particular platform on the pricing point.
Let us take an example of an App which wants to grow at 2 Million Installs per month and by breaking down this from how many Ad networks these installs we get. It also has two parts Organic and Non-Organic we will pay only for non-organic installs. Have communication with all the respective team members before opting for a plan for better recommendation.
We can also engage our users using this MMP by deep links strategy, we can also get one links for any particular campaign. For example if we run any influencer campaign we can provide a particular one link to that particular campaign where we can track that and analyse data.
We can not only pass particular events like App install, signup, add to cart, complete registration or Purchase to Facebook and Google for better optimization but we can also send deeper funnel events to Ad networks for finding the better quality user that we need. This is how going forward we can improve our campaigns performance and spend more budget on campaigns that give us desired results, where we meet both Quality and Quantity.