Mobile Measure Partners are particularly useful for marketers that want to measure performance from several ad networks. By providing deeper insights across multiple platforms, MMPs enable marketers to compare the performance of each network. For example, MMPs often deliver data that is inaccessible in native ad networks such as third-party attribution, customer lifetime value (CLV), ROI, downstream conversions, and more.
There’s a time in every successful app’s lifecycle when it goes from the production and product-market fit stage to a period of high growth. This is the time that many mobile businesses move beyond the internal tools provided by large ad networks and implement a third-party mobile attribution tool.
Apple’s App Analytics and Google’s Play Console are not without their challenges. Specifically, they both have several limitations that MMP’s address, including:
They do not provide an indication of the medium of each install (i.e. paid traffic, organic, etc.)
They do not distinguish between the source of each install (i.e. specific campaigns, ad groups, or keywords)
They do not provide a source ID of the campaign or the user ID, both of which are used to optimize future ad campaigns
Another major limitation of using an ad network’s SDK for attribution is that multiple networks will often serve ads to the same user, which can lead to inaccurate and inflated numbers across networks. Incipia notes that they have seen discrepancies in the number of app installs reported by ad networks compared to MMPs ranging from 10% to 400%.
MMPs address these limitations by allowing marketers to measure the initial click, attribute that click to an app install, and notify partners about other in-app events that occur later on. Ultimately, choosing the right MMP allows you to save time and resources, and scale more intelligently by investing more in the best performing platforms.
Another use case of MMPs is verifying performance on each advertising partner, which fosters trust between app publishers and ad networks.