Have you ever thought about how businesses identify which advertisement prompted you to download an app, play a game, or make an online purchase? This process is known as MMP attribution, a concealed aspect of app marketing that aids companies in understanding what strategies are effective and which ones are not. Collaborating with a reliable MMP like Apptrove enables businesses to evaluate their success more efficiently, allowing for more sustainable growth.
What is MMP Attribution?
In non-distracting terms, Mobile measurement partner Attribution is comparable to playing the role of a detective in app marketing. For instance, if you come across a YouTube advertisement for a new mobile game, click on it, and install the game, then later make an in-app purchase, how does the game company determine that the YouTube ad led you there? This is where attribution comes into play. It monitors:
- The source from which the user arrived (such as a Facebook advertisement, Google advertisement, influencer link, etc.).
- What steps they undertook (such as installing, registering for any services, or making purchases).
- What is the total value that the user generates over a period of time?
Without MMP attribution, app developers would be in the dark, spending money on advertising without understanding which methods are effective.
The Importance of MMP Attribution in the Mobile Landscape
Each year, countless apps vie for your attention. In 2022, more than 255 billion mobile applications were downloaded worldwide, as reported by Statista. Given the intense competition among apps, no business can afford to waste resources. MMP attribution will assist companies in:
- Save money: By demonstrating which advertisements are attracting genuine users, it enables marketers to halt expenditures on ineffective ads.
- Gain a deeper understanding of users: It recognizes trends, such as whether the gamer prefers video advertisements on TikTok or Instagram Reels.
- Make more informed choices: Access to actual data allows them to identify the best opportunities for their next investment.
In the end, without MMP attribution, companies are merely making assumptions and wishing for positive outcomes rather than depending on concrete data.
What is a Mobile Measurement Partner?
A mobile measurement partner (MMP) is a company or platform that offers attribution tracking services. You can liken it to a scoreboard in a basketball game; it’s impossible to play effectively without being aware of the score.
A few platforms, such as Apptrove, Adjust, AppsFlyer, and Branch, support app businesses in accurately assessing their performance. These mobile measurement partner (MMP) services gather essential data from various advertising networks, combine it, and offer companies a clear understanding of what strategies are effective and which are not.
For instance, if a company is advertising at the same time on Facebook, Google, and TikTok, the MMP will help identify which platform generated the highest quality user.
MMP Attribution vs. Mobile Attribution
You might hear both MMP attribution and mobile attribution. While these terms are frequently mixed up, here’s the clarification:
- Mobile attribution refers to the overall idea of identifying which advertisements lead to app installations or user actions.
- MMP attribution is the particular method for achieving this by utilizing specialized partners and tools.
Consider it similar to school grading. “Mobile attribution” represents the overall grading system, while “MMP attribution” is the specific report card created by the teacher. Both are important, but one is somewhat more focused.
How Attribution Tracking Works
While attribution tracking might seem complex, it operates on a straightforward principle. Here’s how the process typically works:
- A user taps on an advertisement, such as one found on Instagram.
- A user click is labeled because the advertisement’s link contains a unique identifier indicating that “this user originated from Instagram.”
- When you install the app, the MMP attribution tool verifies if the IDs match.
Challenges in MMP Attribution
Although MMP attribution is highly effective, it also presents certain difficulties. Some of these challenges include:
- Privacy regulations: Apple’s App Tracking Transparency (ATT) now enables users to grant apps specific permissions regarding the data they are allowed to track. Additionally, regulations such as GDPR in Europe are enhancing user control over their data, which can complicate the process of tracking attribution.
- Fraud: If marketers lack reliable partners who diligently filter out fraudulent advertisers or fake installations, their understanding may be distorted by clicks or installations that never actually occurred.
- Multiple interactions: a) In certain instances, a user may encounter as many as five different advertisements before choosing to install the app. How can you determine which ad influenced the installation?
Despite the aforementioned challenges, MMP attribution will remain the most effective method for informing marketing choices.
Final thoughts
In the app economy, data holds immense importance. MMP attribution provides companies with the insights required for smarter, quicker, and more efficient growth. By partnering with a reliable mobile measurement provider such as Apptrove, a business can fully leverage its capabilities through data-driven marketing strategies.
The next time you come across an advertisement for a game or app, keep in mind that there is a comprehensive MMP attribution system in place that monitors your experience in various ways to enhance it.
