What is an MMP?
Mobile measurement partners (MMP) are powerful mobile analytics solutions used to track a user’s journey throughout the sales and promotion process. Also known as attribution tools, they help marketers understand which channels and campaigns are the most effective at driving conversions and post-install events. Attribution tools can be used to identify where users came from, how they interact with your app, and what’s driving them to convert.
MMP tools are essential for any marketer who wants to understand the most effective paths to purchase and optimize their mobile marketing campaigns. With an MMP tool, you can gain insights into which channels and campaigns are driving the most conversions and sales through MMP attribution reports. This data can be used to adjust your marketing strategy and focus your efforts on the most effective channels.
Some top MMP tools in the market include Adjust, AppsFlyer, Kochava, Branch.io, MixPanel, Tune, Firebase, Singular and AppMetrica to name a few.
What is the importance of MMP Reports?
As MarTech (marketing technologies) continues to grow and evolve as an industry, mobile marketers are beginning to realize the importance of using MMP attribution reports to measure the effectiveness of their campaigns. Attribution reports are essential for understanding which of your channels are performing best, where to allocate your budget, and how your users are engaging with your brand across different devices.
Gaining Insights into User Acquisition & Engagement
MMP reports inform you of the rate of success or failure of your user acquisition and engagement strategies. Given that it is directly integrated with your app, it should act as the primary data to be used to gain insights on how your user acquisition channels are doing and whether they need tweaking based on impressions, clicks and install rates. The post-install events section will allow you to understand whether the users you have targeted are committing to activities within your app or not. Essentially, MMP reports allow you to measure the impact of your marketing campaigns and promotions on your user acquisition and engagement.
Attribution reports are capable of providing you with data on a sub-publisher level, meaning you can understand which direct ad placement is most or least effective in terms of your goals and KPIs. As an advertiser, you can opt to have the attribution tool provide this information to your publishers in order to optimize your marketing campaigns. Optimization can be done on the basis of user acquisition and or user engagement; if a publisher is bringing in a myriad of users that are not actively engaging with your app, you will have to decide if you value a larger user base and install rate, or if your goals are more engagement-oriented.
Understanding the User Journey
An MMP attribution report can help you better understand the customer journey in your app. It can track and display each step of the user journey and provide insight into which media channels are most effective at bringing customers to your website, as well as the bottlenecks being faced by certain channels. With this data, you can adjust your content and campaigns to ensure you’re providing customers with the best possible experience and driving more conversions.
As an extension of the previous point, since you can view which publishers are bringing in lucrative users that are making in-app purchases and boosting your ROAS (Return on Ad Spend), you can also choose which media channel to provide more budgets with based on performances.
Assessing User LTV
MMP attribution reports are also important for tracking the lifetime value of customers. By tracking the performance of their campaigns, marketers can gain insights into how much revenue each user is generating over time. This allows them to identify which users are the most valuable to their business, which media channel is bringing these users and allocate budgets accordingly along with more targeted campaigns.
Optimizing Communication Strategy
Attribution reports are essential for understanding how users are engaging with your app across different devices. By tracking user behavior across multiple devices, marketers can gain valuable insights into user preferences and how their campaigns are performing on different platforms. This can help you to better target your campaigns and deliver the most relevant message to your users.
Assessing Creatives Strategy
Through an MMP report, you can analyze the impact of creative elements, such as banner ads, on user acquisition and engagement. MMP reports allow you to filter campaign performance based on creatives (if integrated accordingly), hence, by tracking the performance of different creative elements, marketers can determine which images, videos, and text are most effective in engaging users and driving conversions.
10 Key Metrics to Follow in MMP Reports
The percentage of new app users who have installed and opened the app at least once.
The percentage of new users who remain actively engaged with the app in a given period of time.
Average Revenue Per Daily Active User (ARPDAU)
The average amount of revenue generated by one active user over a given period of time.
Lifetime Value (LTV)
The total amount of revenue generated by a user over the course of their lifetime engagement with the app. This is usually a predictive model.
User Acquisition Cost (UAC)
The cost to acquire one new user for the app. Make sure to integrate cost macros with your publishers in order to calculate this.
Cost Per Install (CPI)
The cost per acquisition for each app install.
Cost Per Mille
The cost per 1000 impressions gained per campaign.
The average amount of time users spends actively engaging with the app in a given period of time.
The rate of user engagement with the app in a given period of time.
The rate at which users complete a desired action (e.g. making a purchase, signing up for a service, etc.) in the app.
Optimizing User Acquisition and User Engagement Strategies with MMP Tools
MMP attribution reports are vital to gauge the health of your app’s user acquisition and user engagement strategies. You can use these reports to create A/B tests and try out campaigns to assess their effects on your overall strategies.
With MMP reports, you have a plethora of data at your fingertips to help inform and refine your user acquisition strategies. You can, through an MMP report, determine which publishers’ traffic is detrimental to your key metrics and harming your overall strategy, and decrease the budget spent on them (or take it away altogether).
You can monitor and adjust your user engagement strategies based on the post-install metrics in your MMP attribution report data. These metrics include engagement rate, conversion rate, session length and lifetime value to name a few. A/B testing can be applicable here as well, though you will need to have a longer testing time cohort size for more accurate results.
In summary, MMP reports are essential for any mobile marketer looking to get the most out of their campaigns. By understanding how acquired users are engaging with your brand and campaigns across different devices, which channels are generating the most conversions and revenue, and how creative elements are impacting user engagement, marketers can make informed decisions about where to allocate their budget and how to optimize their campaigns for maximum ROAS.
AppSamurai is a multi-award winning mobile marketing platform that helps apps acquire engaged users. For more information on how to optimize your user acquisition and engagement strategies with one of the industry-leading platforms, visit the AppSamurai website. Sign up now to begin your user app growth journey today.