It's crucial when developing your mobile app to know where your users come from. That's why attribution is important here; it provides information about the channels and campaigns that bring users to your app and those that do not. If you aren't using attribution, you're essentially just guessing what's working and what's not.
In this blog, we will explain what MMP attribution is, why attribution matters, and how to choose the ideal mobile measurement partner. Don't fret—we will keep things as simple and clear as possible so anyone can follow along!
What Is MMP Attribution?
MMP attribution is Mobile Measurement Partner attribution. Attribution is the connecting of user actions (e.g., clicking an ad, downloading/installing your app, purchases, etc.) with the marketing effort that initiated the action, with the aim of a user to take additional desired actions within the app. It helps you know which ads were effective in activating new users, where the user came from, and track the users' journey by following up on the action of entering your app.
MMP attribution is basically an intelligent tool to track users' paths to your app. It tells you the ads they saw, the ads they clicked, and, most importantly, if they installed your app after. Without MMP attribution, you may not know how effective mobile ads were in helping your app grow or how effective mobile ads were towards wasting your ad dollars.
Have fun using your data – tools like Apptrove, a reliable mobile measurement partner, make tracking tons of accurate data that turns into usable insights, so you grow your app smarter and faster.
Why MMP Attribution Matters
Marketing can be costly. No matter how you utilise ads on Instagram, TikTok, or Google, you want to feel like your money is going towards something that will deliver real results. This is where MMP attribution can be beneficial.
According to a recent mobile app report, there are a little fewer than 35% of users who will open an app more than 10 times after downloading. That means not only do you need to get the users through a download, but you need to get the right users (people who stick around). Through MMP attribution, you can see what campaigns bring in long-term users as opposed to soft users.
Key Features to Look For in an MMP Attribution Tool
1. Proper Attribution Tracking
A good MMP attribution tool delivers proper attribution tracking. Proper tracking means that they are able to correctly attribute installs to the correct ads. For example, if someone views your ad on Facebook and then installs your app, your MMP attribution tool should attribute Facebook for that install. That makes it easier for you to determine how to allocate ad spending.
2. Real-Time Reporting
A good MMP attribution tool will provide real-time reporting. You will be able to see how are campaigns are going as soon as they go live, which channels are working, and where users drop off. Daily reporting may not cut it with real-time updates, allowing you to properly make changes to improve results.
3. Fraud Prevention
Mobile ad fraud is considerable. There are companies out there that will fake installs and clicks to make it look like your ads are working. The best MMP attribution tools will have built-in fraud protection to help keep your data relevant and trustworthy.
4. Simple Integration
You will be looking for an MMP attribution tool that is simple to plug into your app as well as other tools. The tool should be readily available with the ad platforms you are using as well as other analytics tools and your app store data.
How MMP Attribution Helps Your App Grow
Using MMP attribution is like having a GPS for your marketing. It helps you understand which direction to take, what to stop doing, and where to focus more. With clear attribution tracking, you can:
- See which ad platforms bring the best users
- Cut costs by avoiding channels that don’t perform
- Improve your return on investment (ROI)
- Make better decisions based on real data
And it’s not just about installs. Good MMP attribution shows what users do after they install your app. Do they sign up? Do they make a purchase? Do they come back later? This post-install data is key to long-term success.
Final Thoughts
Choosing the correct MMP attribution tool is a smart strategy if you are trying to grow your app. It provides you with useful insights, saves you money, and allows you to make better marketing decisions. Also, using MMP attribution regularly will allow you to easily turn data into action for your app.
If you're looking for an MMP you can trust, look for tools serviced by Apptrove, which can offer all the tools you need, in one place. Their robust attribution tracking and easy-to-use integrations will allow you to track everything happening to you and have clarity on how you can keep succeeding!
Make sure to make MMP attribution a mainstream part of your app strategy—and grow your success every tap, swipe and download!