A Mobile Measurement Partner (MMP) is a third-party data provider that monitors and measures user interaction and attribution in mobile applications.
A Mobile Measurement Partner (MMP) serves as a cardinal component in the tech stack of a mobile marketer, acting as the objective source for crucial data related to mobile marketing and mobile app metrics. It tracks, attributes, and analyses user data tied to mobile advertising, which can span from viewing an ad to downloading an application, making in-app purchases, and analysing lifetime value.
MMPs collate data from various sources, including ad networks, exchanges, and demand-side platforms to provide an unbiased depiction of your mobile app’s performance. By integrating SDKs (Software Development Kits) into your app, MMPs can pull rich data directly from the app activity, providing granular insights into user behavior, like how, when and where your users interact with your app.
Consider a mobile game app. Using an MMP, the marketers of the game can track how many users installed the game after viewing an ad on various platforms such as Google Ads, Facebook, etc. They can analyze data such as users' in-app purchases, time spent on the app, churn rate, and more to gain insights and optimize their marketing strategy.
Enhancing MMP usage and effectiveness involves the intelligent analysis of data, better integration with advertising platforms, and accurately attributing actions within the application.
The efficacy of your MMP can be influenced by several factors: