The app marketing space is extremely competitive, and at the same time, data privacy has become a challenge for marketers. From Apple’s app tracking transparency (ATT) to Google’s privacy sandbox, it is more difficult to track the user level. To stay competitive, you need partners who comply with you and give you a lot of time. Of these, your most important ally is your mobile measuring partner (MMP). MMPs play a central role in the marketing strategy of any app, both to achieve and maintain the user.
Key path
- MMPs unite your data: They stabilize insights in a dashboard salary, ownership and earned channels.
- Exposure to real performance: Just go ahead, click, install, and deep engagement matrix through the cost per impression.
- To allocate better budgetIdentify which channels provide real value and improve costs accordingly.
- Unlock the user’s insights: Tracking these app event not only shows where users come from, but rather what they do after downloading.
- Required for the first marketing of privacy: MMPs help to navigate and ensure accurate measurements in iOS privacy.
- Be extended: They simplify your tech stack, replace multiple SDKs with one, integrated solution.
What is MMP?
App marketers usually run user acquisition (UA) campaigns in multiple platforms and channels, in which:
- Payment – Meta, Google, Snap Chat, Techtok, Apple Search Ads, etc.
- Owned – website, blog, e -mail
- Acquired – app reviews in independent magazines and review sites
Source: Apple search ads
All this activity should cause people to download and install your app, it is all great, but it is also meaningless if you cannot track what activity has created every download. And in the first ecosystem of today’s privacy, it is more difficult than ever. Apple and Google may feel like a black box, with user -level tracking.
An MMP helps you reduce the complexity by attributing, collecting and arranging app data in Privacy First Style, offers a united ideology of campaign performance in channels, media sources and advertising networks. This gives you the meaning of which channels are performing, and which is not.
For each channel, it will supply the matrix such as:
- Cost per impression
- Cost per click
- Cost per installed
- Prices per acquisition
This insight enables you to improve your marketing costs towards the best performing channels so that you can more effectively increase your UAE activities. This is especially important when you consider that in the past five years, the app user acquisition costs have increased by 60 %, which has reached an average of $ 29 per user in 2024, according to simplicity DX research. The business of apps. Understanding where your budget provides the best results is important to stay competitive.
But it does not keep on download. Developing data MMPS enables you to dig deeper into the value of each install by looking at what is “down” by setting the app events.
Use these app events to create valuable insights from your MMP
The events in the app allow you to find out what users do in the app after installing it. Each event is an important conversion location in the user’s journey through the app. They will be dependent on the type of app, but will usually add things like:
- User registration
- Newsletter sign up
- Clicks on Push notification
- Makes purchases
- Join my loyalty program
You can compile the app events that are most relevant to your app and are most useful in understanding the value of each user. Then your MMP enables you to track them from where the installed was installed. For example, this may reveal that Meta Apple installs double over search ads, but that users who install Apple Search Advertisement spend three times more in the app than those coming via meta.
Easy reporting in a dashboard
A mmp Provides all these insights in a unified dashboard, in all the platforms you use to find new users. This is a very easy way to get a stable, real -time view of what is happening. Even if you are active in just one or two channels, insights offer an MMP customer Lifetime Value, Manor, and things like a change against the events you have arranged more than what each platform usually offers in terms of reporting.
The benefits of using MMP
Summary, the key benefits of using MMP are:
- Unified reporting in all platforms in a dashboard
- Cost per grain insight/click/Install, Customer Lifetime Valley
- Insight that enables you to improve your marketing costs and allocate your budget better.
Why is a dangerous move to leave MMP
To fall behind in compliance with privacy
With the changing landscape with iOS privacy updates, MMPs are important to make the new tracking system and ensure data fixes. They provide the need to stay ahead in a rapidly changing environment.
Misleading performance data
Without an MMP, you are forced to rely on suicide from platforms like Google, which often increases their numbers to a great extent. We have seen examples of the platform’s maximum reporting key matrix, which leads to misinterpretation of performance. Such a misunderstanding can lead to misunderstandings and misleading strategies in the budget.
Disposal of critical insights
MMPs allow you to measure and improve performance beyond simply installing, providing a more comprehensive theory of user behavior and value. Taking advantage of MMP data can show that less CPI does not always translate into high quality users. By analyzing the relationship between trial start rates such as CPI and Bahau Matrix, marketers can improve their bid strategy to advance better results. Without an MMP, such violent insights, and consequently, reforms cannot be possible.
Maximize your tech stack
In order to leave the MMP, many SDKs, such as meta, need to be connected, which not only complicates the setup but also raises important data and privacy concerns.
Establishment of your own MMP: Best Action
Most of the most important providers of the MMP will integrate your tech stack, but it is worth checking with them when you estimate the providers. If the MMP is connected to your tech stack, it will be easy to compile everything and gain insights that will feed your app success. For example, if you have already arranged the app EPEP events in the MMP platform to avoid an attempt to duplicate the EPEST analytics tool.
1. Specify these app events that improve towards
The first step in investing your MMP is to explain the app events you want to track. The selected events should reflect a meaningful interaction that indicates that the user’s engagement or high value measures are moved. It is important to explain these events, not only to accept when and how often they are found, but also to improve your own customer’s acquisition campaigns to be compatible with each fantasy. Once the user completes an event, ie install or register, the change point within the campaigns can turn into a change stimulation, for example.
2. How many EPEP events should I track?
It is not possible to track everything in your app, or even not desired. We usually recommend 5-10 app events. This should be the key points you want users to change against it, and which you can improve your campaigns. In events the user should explain an action and they should be a combination of verbs and nouns, for example:
- Registration was completed
- View the video
- Product Page viewed
- Purchase complete
- Subscript purchase completed
The names of the event should be easier to read and not exceeded. The upper/lower caseing is endorsed, and it is suggested that the verb should be in the past (see the example below).
Once you explain the events in the app, create a tracking plan that gives details of the name Convention for each program (such as subscription purchase complete). The point where it is dynamic (once the user selects the ‘Payment Confirmation’ button on the billing page); And any parameters that provide more details on the event (eg, ‘monthly’ indicate that this is a monthly subscription that they have purchased), then transfer it to your developers as part of the SD’s setup. Now you are ready for testing.
3. Test everything to ensure success
To ensure that your app should be treated as it should be treated and that the events in the app are properly mobilized. Once the events in the app are compiled, set an app test account to imitate the user’s potential travel and ensure events in the MMP testing environment. Use this account to complete each app event, make sure that:
- Events are mobilized on appropriate points
- Tracking is working correctly
- The returned data is accurate and reliable.
How to choose the right MMP to enhance your app growth
Choosing the right MMP to work is to find everything that is best linked to your needs and expectations. Choosing the best mobile attribution platform is a detailed process, but basically it breaks into four major areas.
- Cost and Scale – When allocating your budget for MMP, you need to see a big picture. When you increase your marketing efforts using MMP, it is likely to increase costs, not only by increasing costs on channels but also due to high amounts of conversion within the platform. Remember to evaluate these costs and make sure they will be in your budget as your campaigns increase.
- Functionality – Ask yourself, does MMP do everything you need? For example, does it provide a comprehensive theory on numerous traffic sources and in terms of data grains that you need to understand the performance of each channel? Or, can it show you how much do you cost for clicking and conversion?
- Supported level provided – Are you looking for/running everything on the MMP platform, or do you need any systematic service help? Consider the level of support for the MMP offers, especially about the data shown in the platform to disturb the challenges or to solve the questions.
- Tech stack integration -Consider what level MMP offers with your current tech stack, including these app analytics tools, CRM tools, and DMPs (data management platform), and any other tools on which you rely on marketing and maintaining your app.
Last word: to make a smart choice
Even the best app needs permanent arrival of new users to change people who have a deep and deep engagement with loyal users. Your MMP is key to achieving this, which offers a united view of marketing performance in platforms. This shows how many platform drives, their cost and long -term costs are installed. Without an MMP, you are marketing blindly because the future of ASO is rapidly developed.