To grow a mobile app, you need to make a data-driven decision. Connecting a Mobile Measurement Partner to your app will help you efficiently measure and optimize your data. However, finding the right MMP is not an easy task.
This article will unveil what MMP is and how it works and list the best Mobile Measurement Partners available.
What is a Mobile Measurement Partner (MMP)?
Mobile Measurement Partner or MMP is a third-party tool app marketers use to understand how their mobile app marketing campaigns perform. In other words, MMP provides insights about mobile campaign performance such as app installs, clicks, engagement, revenue, etc.
With the help of MMP, app marketers can much easier ad accurately analyze and make decisions on budget relocation, as it shows which media platform drives the most conversion.
How does MMP work?
To work with Mobile Measurement Partner, you need to install a software development kit (SDK) within your app. SDK is a specific code that collects measurement and attribution data. So, once the user installs and opens the app, it starts collecting data from the device on which the app is installed.
‘The SDK serves to attribute app installs and post-install events to the correct user acquisition source and marketing campaign. This provides granular insights such as which ad delivers which users and which creative won those users over.’- Adjust
14 the best Mobile Attribution Partners
There are different MMP options available on the market. However, not all of them might fit your business. Some attribution platforms provide solutions for big enterprises, some for small or medium-sized enterprises. Also, the variety of data insights might differ. So, take a detailed look at the list of the most popular mobile attribution platforms and find the one that fits your app.
AppsFlyer is one of the most robust mobile attribution tracking tools available. It has a different range of features, but it mainly focuses on app downloads' attribution. Their technology enables app marketers to know from which campaigns and from which media source come all the app installs.
AppsFlyer allows marketers to link app installs and marketing campaigns and thus, optimize user acquisition and retargeting campaigns. One of its priorities is security and privacy, making it a safe option.
This platform is suitable for any business size (including users with more than 1 thousand app installs per month) and provides its users with deep analytics and performance metrics. Moreover, AppsFlyer also enables deep linking and fingerprinting.
Adjust is another important attribution platform with the most developed Fraud Prevention system and a proper cloud system, making it one of the safest attribution partners in this list (most platforms use a third-party cloud system).
Adjust is safe and robust and offers insights on key metrics such as organic installs, clicks on ads and in-app events, mobile analytics in general, and uninstall and reinstall data. The platform enables its users to build audiences to strategically track all the data they need.
Adjust is a mobile-only platform and is very useful for connecting mobile users to which ads they interact with. Since Adjust is a versatile platform, it is used by different companies, from small businesses to large enterprise clients.
Singular is a performant platform that provides both marketing campaigns and attribution data. It offers more than a thousand integrations with all the leading ad networks.
Singular provides app marketers with a wide range of insights. Moreover, it enables them to identify the impact of anything spent on campaigns, making it an excellent tool for optimizing conversion. As it combines marketing campaigns and attribution, it’s also a perfect option for developers and marketers to maximize everything within a single platform.
The platform is adapted to startups and small/medium companies with more than five media sources.
Kochava is an all-in-one audience platform that enables attribution and data management and provides critical analytics. Kochava is also available for web, OTT, and more. This user-friendly platform allows setting alerts when main KPIs change (by emails, SMS, Slack) for its users to always be up-to-date and informed of an essential change in installs, conversion rate, or revenue.
Kochava can be an attractive offer to indie developers as it offers a free plan to users that agree to give access to their data. Kochava also detects ad fraud and protects its users from it. Another advantage of Kochava is that its users don’t need to add the SDK into the app: the installs are attributed directly through cloud integration.
In terms of company size, Kochova is a good compromise, as it can be used by companies of any size and supports up to more than 5 thousand monthly users.
Firebase is developed by Google, and it’s similar to Google Analytics but specifically for apps. This platform provides data attribution and has powerful built-in functions at the backend to help marketers track users’ in-app activities, push notices, Google ads performances, and create dynamic linking.
Branch is one of the most innovative attribution platforms. It works with deep contextual links. In other words, Branch enables its users to have a follow-up on the whole funnel.
Branch also offers influencers analytics. It supports different integrations such as email provider services and analytic tools, which enables its users to send in-app messages to their users and track them efficiently.
Localytics is not only a mobile attribution platform but, as described, a “mobile app marketing and analytics software.” This platform offers A/B testing for communications, enabling its users to optimize their marketing campaigns more in-depth.
It also includes geo-tracking, which can be great for some specific app markets such as travel. Localytics is adapted to any business size, from small startups to large companies.
Tenjin is the most economical attribution partner on the market, and it is pretty popular among marketers. It allows its users to track their attribution for free. Moreover, it offers ad revenue LTV and cost aggregation. The platform also provides pro features for those who want access to more insights.
Tenjin offers a lot of integrations for its users to track cost attribution and ad revenue. It is a good fit for gaming companies.
Adtriba is a marketing measurement and optimization platform. This platform helps marketers analyze the real impact of their marketing activities to optimize performance and budgets.
Adtriba has automated data collection and an AI-powered evaluation system. Marketer receives unbiased recommendations for strategic alignment with budget allocation.
Tapstream is an app marketing toolkit that offers mobile attribution, deep links, referral program, and custom landings for app install campaigns. It also provides A/B testing to optimize campaigns.
The SDK integration is easy, and with only one integration, it supports hundreds of ad networks. Tapstream supports small and medium companies, no matter their quantity of monthly active users.
Dreamdata is a mobile attribution and revenue analytics platform that focuses mainly on B2B businesses. This platform presents its users with a transparent overview and analysis of their revenues and what drives them.
Dreamdata provides a detailed understanding of the ROI (return on investment) of all the marketing actions and the marketing funnel of each B2B action.
This partner supports any download volume and is adapted to small and medium-sized companies.
Nielsen Attribution is a platform that belongs to the Nielsen company, a big player in the analytics game. That differentiates itself from the competition because of its native Facebook integration. Another advantage of using Nielsen Attribution is that it enables offline tracking with offline attributions integration.
Nielsen Attribution is a good fit for businesses with more than 10 thousand monthly active users.
Attribution is an enterprise-grade multitouch attribution tool that focuses on providing its users with detailed insight into their ad spend return to help them boost their global ROI. It supports multiple ad sources and enables developers and marketers to know from which specific users or accounts installs are coming.
Attribution offers services for enterprise companies, even though it does not support very high installs volumes.
Airbridge is available not only for mobile measurements but also for the web. It provides marketers with turnkey solutions for all attribution and measurement pain points from fragmented customer identities, data collection, and deep linking. Moreover, you can rely on detailed reporting and exporting.
How to choose a Mobile Measurement Platform?
Knowing so many mobile attribution platforms might confuse your choice. So, while considering which platform to use for your data-driven decision, keep in mind this:
- MMP should provide accurate and impartial data. You are going to make a decision based on this data. So, you need to completely trust it. Therefore, check the customer portfolio of the companies and rely on their feedback.
- Choose the most user-friendly interface for you. Keep in mind that you will need to go through data to make decisions, and if you cannot easily access it or read it, this will give you a hard time.
- Double-check with the mobile attribution platform their anti-fraud tools. Fraud is the enemy of the mobile ecosystem, and you need to have good weapons to fight against it. Therefore, a reliable anti-fraud tool is a must when choosing an MMP.
Remember all these points while choosing the most fittable MMP for your app.