Why Your Business Needs a Mobile Measurement Partner: Top 5 Benefits

In a world increasingly engaged online, mobile apps are now fully integrated into how businesses engage with and reach their audience. Whether shopping, learning, or entertainment, apps are everywhere. So how do we know if our app is performing well, or whether our mobile ads are being effective? The answer is a mobile measurement partner. 

Mobile measurement partners (or MMPs) help businesses measure and manage how users are interacting with their mobile apps and advertising. MMPs will provide insight into where users are coming from, what they are doing within the app, and which of your marketing activities are the most effective; similar to how GPS allows you to know where you are on your journey and to provide you with guidance for what comes next. 

Let’s share the benefits of using a mobile measurement partner in your marketing stack and the reasons your business should consider having one.

1. Clear Attribution Tracking

Understanding which ads are capable of driving users is important when it comes to mobile marketing. A mobile measurement partner provides attribution tracking tools that will show you which ad or campaign led a person to either download and/or use your app.

If you do not have attribution tracking tools, then marketers are making a guess. Nevertheless, when you are using an MMP, you will know which platforms (Facebook, Google, Instagram) perform. Essentially, you can stop wasting money on ineffective ads. You can instead invest in an ad that is performing better.

Stat to know:  Businesses that apply sound attribution strategies can expect up to a 30% improvement in return on ad spend.

2. Better Mobile Campaign Analytics

Running mobile ad campaigns without tracking is like driving without looking! You may get from point A to point B, but you’re wasting time and making lots of mistakes.

Mobile measurement partners can provide quality mobile campaign analytics. These features provide you with analytics by monitoring every campaign’s success in real time. You can view the number of installs, clicks, or purchases from a particular campaign and when to pause a non-performing campaign to fund and develop a successful campaign.

It helps with A/B testing different messaging or creatives. You can determine which cadence the audience likes the best! The result is making smarter decisions that ultimately yield better results.

3. App Install Tracking Made Easy

Just knowing how many downloads your app has received is not helpful to you. You want to know how those users found your app. 

App install tracking provided by a mobile measurement partner can be a much better way to see which channels are generating your new users. Was it through a YouTube ad? A post on Instagram? Or recommended by a friend? 

This type of insight is very valuable, especially if you are trying to rapidly grow your app. This way you can spend your time and money on the strategies that work.

4. Deep User Behavior Insights

Getting people to download your app is just the start. What happens next is much more important.

Using user behaviour analytics for apps, a mobile measurement partner can help you understand how users navigate inside your app. Are they signing up? Are they purchasing? Are they dropping out after they land on the first screen?

By knowing this, you can optimize your app experience, address technical issues, and help users stay in your app longer and engage with the app more frequently. 

For instance, if you see a lot of people drop off the app right after they open it, the onboarding experience may be too cumbersome. This data can inform a significant change that can make a difference.

5. All-in-One Marketing Measurement Platform

It’s not simply a mobile measurement partner. It’s an entire marketing measurement platform, where all of your data comes into one place. It makes it easier to analyze marketing performance in different marketing channels. 

Instead of switching between five different tools or dashboards, you would only have one clean view that tells you everything. You can see how Facebook ads compare to Google ads. You can look at organic traffic vs. paid traffic. You can see first-time users vs returning users. All on one screen.

This will make reporting easier, save you time, and help your marketing team become more efficient.

Final Thoughts

Using a mobile measurement partner (MMR) is no longer optional for a smart marketing strategy, it is required. Whether you’re a startup or a big brand, having a mobile measurement partner in your marketing stack empowers you to track campaign performance, make informed decisions, and grow faster.

Let’s remind ourselves of the 5 key advantages:

• Accurate attribution tracking tools.
• Optimize your performance using mobile campaign analytics.
• Understand your installs better with app install tracking solutions.
• Improve your app based on app user and user behaviour analytics. 
• Multiply your productivity with a measuring/marketing measurement platform that works for you.

Just remember, that the more you cultivate your understanding of how people are using your app, the better you can serve and create value for them. Using a trustworthy mobile measurement partner, your app is on the right track to achieving its ultimate goal.  

So, if you are serious about mobile growth, now is the time to add a mobile measurement partner to your marketing stack.