If you've downloaded an app after seeing an advertisement, you may be wondering how the companies know when ads drive installs. This is the beauty of MMP advertising. MMP systems allow app owners to connect ads with actual installs and actions from users. Take a mobile measurement partner like Apptrove; their goal is to make the MMP process easy and powerful for marketers.
In a digital landscape where apps are constantly fighting for attention, MMP advertising is one way to ensure you don't waste your marketing dollars. Let's look at how MMP advertising works, why it is important, and how it relates to greater marketing strategies.
In its simplest form, MMP advertising is linking ads to an outcome. Imagine you are scrolling through Instagram and you see an advertisement for a new fitness app, so you download it. An MMP (mobile measurement partner) can attribute the install to an advertisement on Instagram.
While this may seem simple, in reality, people are inundated with advertisements each day on various platforms- TikTok, YouTube, Facebook, etc. Without MMP advertising, app owners have no way of knowing which platform delivered the app install.
Consider burning thousands of dollars on advertising, and don’t know which ads are actually bringing in users. This is the market devoid of MMP advertising. MMP advertising clothes marketers in even higher accuracy and, more importantly, navigates marketers to the investments they should be making.
Here’s why MMP advertising is fundamental:
In short, MMP marketing is the first step to decluttering the confusion in mobile marketing.
While MMP advertising is fundamentally engaged in tracking an ad to an install, mobile marketing measurement is a much broader perspective. It takes into account not only where users come from but also what happens once they are inside an app.
For instance, mobile marketing measurement may suggest that TikTok users spend a large proportion of their time in the app, while YouTube users make the most purchases. Together with the MMP reporting, it allows marketers to dial up investment properly, ensuring that they invest properly while balancing short-term growth with long-term value.
Another view is MMP for ad tracking. Many ads are served across many platforms, and each platform wants to take credit for making an install happen. Enter the MMP to provide a fair distribution of credit.
You can think of this as a referee in a sporting event. Without a referee, the players might squabble over who scored. With MMP for ad tracking, there is no squabble—all the players will know exactly what happened.
How MMP Advertising Applies to Different App Types
Not all apps have the same goals for success, but MMP advertising is geared towards each app's specific success goals:
Regardless of app type, MMP advertising ensures that spending on ads results in real business outcomes.
The landscape of MMP advertising is evolving quickly. Privacy updates like Apple’s ATT framework and Google’s Privacy Sandbox mean tracking users is becoming harder than ever. However, just because it will be more difficult to track users does not mean that insights will cease to exist.
The next generation of MMP advertising and measurement will incorporate more sophisticated models, AI-driven forecasts, and privacy-first approaches. While marketers will continue to understand how and which ads work, mobile users will gain peace of mind around their privacy and data.
Some believe MMP advertising only serves large companies with massive budgets. In reality, even small app teams can benefit from knowing which ads have the most success, allowing them to scale faster, while avoiding wasting money.
Another misconception is that MMP advertising slows campaigns down. On the contrary, MMP advertising and attribution cut through the noise and confusion to deliver answers faster.
In an overcrowded app marketplace, throwing money at ads blindly is a risky proposition. MMP advertising and measurement maximizes every dollar invested into paid media by reporting on what drives installs and engagement.
When app marketers pair mobile marketing measurement with MMP for ad tracking, they get full visibility into how users behave, from the first click to loyal customer.
