How to Track App Performance by Utilizing Mobile Measurement Partners?
Understanding and analyzing your digital marketing performance is crucial for every marketer, thus relevant knowledge about data collection and analysis is essential. It helps track the traffic source, providing useful information about user preferences for brands to tailor and adjust marketing strategies correspondingly. It’s common that marketers face confusions when it comes to this part. To address marketers’ questions and pain points, in this article we focus on how to leverage and utilize your Mobile Measurement Partners (MMP) in the mobile app marketing ecosystem for reliable data analysis which would give you valuable reference for your marketing strategy.
MMP is a mobile app attribution tool which collects and organizes user data. Through MMP, developers and marketers can easily extract insights across multiple platforms on how users download certain apps, and make deep analysis of user preferences to improve services, as all the data, including organic traffic, paid traffic, download rates and retention rates and quality of users, are summarized and delivered to brands in one go.
Below are the top three most common MMPs on global level:
AppsFlyer was founded in Israel during 2011, it provides management of app campaigns and data analytics tools. Currently AppsFlyer is one of the most used platforms by app developers. Marketers frequently make use of the attribution data, which is the app download data provided by AppsFlyer, to understand users’ preferences, campaign performance and the platforms and regions where most downloads take place. You can even view the impression rates, click rates and CPI with the proper configurations.
Founded in Germany, Adjust has started its operations since 2012. Its tools or services support multiple languages and availability in many countries, offering solutions for advertisers to manage mobile marketing campaigns. Similar to AppsFlyer, Adjust is one of the most utilized platforms by app developers, albeit more affordable for the general public and a more viable option for small and medium enterprises in comparison. A feature for setting up a personal cloud storage is also available on the platform.
3. Google Firebase
Firebase is developed by Google, and is practically a version of Google Analytics for apps specifically. Apart from data attribution, Firebase 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.
4. AppsFlyer vs Adjust vs Google Firebase
Firebase offers a larger free quota, therefore costs a considerably lower budget.
Adjust pricing plans are more economical, suitable for small and medium enterprises.
AppsFlyer has more high-priced plans.
Firebase offers a wider range of features compared to AppsFlyer and Adjust.
ppsFlyer is more user-friendly, but Adjust offers a simpler setting process.
All 3 MMPs have their own strengths for your consideration, with other MMPs on the market such as Singular or Kochava as the available alternatives. Understand what you need, then weigh the options in terms of pricing, features, user-friendliness and security.
Contact us with professional advice for making a decision that fits your platform the best to maximise your marketing performance.
GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the first to be certified by Apple and the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors.
GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.