In 2022, consumer spending on apps and games declined slightly by 3%, resulting in a total revenue of $129 billion. This marks the first recorded annual decrease in app spending, indicating a shift in consumer behavior and preferences. As such, app owners are increasingly looking to mobile app analytics platforms to assess what’s working and to find the best ways to increase app installs and income. Indeed, as the stats above show, users are becoming more careful when it comes to spending online, so app developers and marketers also need to be cautious about where they’re investing their resources.
Consequently, selecting the right mobile measurement partner (MMP) in the fast-paced world of mobile marketing can be the difference between success and failure. Mobile apps have revolutionized how businesses engage with their audience, and understanding the performance of these apps is of the utmost importance. And this is where a mobile app analytics platform comes into play. In the following, we’ll explore eight essential tips to help you choose the perfect MMP for your mobile marketing journey.
What is a mobile app analytics platform?
In order to succeed in mobile marketing, you have to be able to gauge the success of your campaigns. As mobile apps proliferate, businesses need robust tools such as mobile measurement partners (MMPs to monitor and scrutinize user conduct, campaign performance, and app conversions.
However, before delving into some useful tips, defining an MMP and why it holds such significance is important. In essence, a mobile app analytics platform is a specialized third-party platform that assists mobile app marketers in measuring and optimizing their marketing campaigns. They provide a range of services, such as monitoring user interactions, attributing app installations to specific marketing efforts, and furnishing valuable insights into user engagement, all of which make it easy for marketers to see which strategies have the most impact.
Tip 1: Define your goals and objectives
One of the first steps in selecting the right mobile app analytics platform is to define your aims and objectives. Your choice of MMP should align with the specific goals you want to achieve with your mobile marketing efforts. So whether that’s increasing user engagement, driving app installs, or improving ROI, having a clear direction is essential.
For instance, if your primary goal is to boost user retention, a mobile app anlytics platform that excels in tracking and analyzing user behavior within your app would be a good option. On the other hand, if you’re focused on increasing app installs, an MMP that can effectively attribute installs to your marketing campaigns will be a better choice. However, if you want to track both, look for a comprehensive mobile attribution platform that does exactly that.
Tip 2: Assess your budget
Your budget will play a significant role when you are looking for the right MMP. Mobile measurement partners offer various pricing models, so assessing your budget and choosing a solution that fits within it is vital. Common pricing models include monthly subscriptions, pay–per–install, or a combination of both.
In addition to this, it will also be necessary to assess your choice’s cost implications. Some mobile app analytics platforms offer lower upfront costs but charge per action, while others may have higher monthly fees with unlimited usage. Consider your budget and long-term goals carefully when making this decision.
Tip 3: Evaluate compatibility
Selecting the right mobile measurement partner (MMP) can make or break a mobile marketing campaign. So, in order to ensure the success of yours, pay attention to compatibility.
Choose an MMP that seamlessly integrates with your mobile app to do so. Integration issues can cause data discrepancies and impact the effectiveness of your marketing efforts, so ignore this at your peril.
Moreover, it’s also imperative to find an MMP that offers easy integration with your app platform, be it iOS, Android, or both. Doing so will make your marketing campaigns run smoothly and lead to the outcomes you desire.
Tip 4: Analyze data privacy and security
With digital technology becoming part and parcel of everyday life, data privacy and security have become a more prominent feature of everyone’s daily existence. To protect their investments, mobile developers and marketers should, therefore, work with an MMP that can handle sensitive user data with the utmost care, as well as adhere to robust data privacy and security practices. This MMP should also comply with industry regulations and standards, such as GDPR and CCPA, to ensure that user data is adequately protected.
Data breaches and privacy violations are now increasingly common, exposing your brand to severe financial and reputational risk. As such, selecting an MMP that prioritizes data security and offers advanced security measures preventing data breaches and/or privacy violations should be a top priority.
Tip 5: Examine attribution models
Attribution models determine how credit is assigned to different touchpoints in a user’s journey. Getting to grips with the various models an MMP can offer will make it easier to choose the right one. Different attribution models have varying levels of complexity depending on your needs, but the common attribution models include:
- Last-click attribution
- First-click attribution
- Linear attribution
- Time decay attribution
- Position-based attribution
- Algorithmic attribution
Choosing a mobile app analytics tool with the right attribution model can significantly impact your understanding of user behavior and campaign effectiveness. Ensure your selected MMP supports the attribution model that best aligns with your objectives.
Tip 6: Review reporting and analytics
MMPs are responsible for tracking and attributing installs and for providing valuable insights through reporting and analytics. And like any other service, the quality and depth of reporting and analytics will vary from one MMP to another.
To find the most appropriate one for your business, look for a mobile app analytics platform that offers a comprehensive suite of reporting tools, dashboards, and analytics. The ability to access real–time data, view campaign performance, and identify areas for optimization is essential. Strong reporting and analytics will help you make informed decisions and refine your mobile marketing strategy for better results.
Tip 7: Check customer feedback and recommendations
When it comes to selecting a mobile app analytics platform, you don’t have to do it alone. In fact, the answers you’re looking for can often be found within your field of itself. Start by seeking user feedback and recommendations from peers, industry experts, and other businesses in your niche who have experience with different MMPs. Doing so will help you find the mobile app analytics platforms most suited to your needs.
Online review websites like Capterra and G2, forums, and social media platforms are excellent resources for gathering insights from others who have navigated the same path. They can provide useful information about their experiences, giving you an overview of the pros and cons of the mobile measurement partners that they’ve used, including the various challenges they’ve encountered.
Tip 8: Make use of the free trial period
Most mobile app analytics platforms provide a trial period that allows users to check how their platform works with theirs cost-free. If you still have questions or concerns after the trial has ended, you can arrange a meeting with a sales team to see if they have the answers.
If you like the look of a product and the features it offers, then a free trial period is a great way to try things out. Through it, you will be able to know if the product can deliver the promises its marketing material has made. It will also give you enough time to decide if the MMP suits you. Free trials can often seem like an invitation for companies to give you the hard sell, but a dry run with the right mobile app analytics platform will, in fact, help you arrive at an informed decision.
Choosing a mobile app analytics platform for your mobile marketing campaigns is a critical decision that can significantly impact your success. Yet by following these eight essential tips, you can find one that perfectly aligns with your goals, budget, and security requirements.
The right mobile app analytics tool will empower you to optimize your mobile marketing campaigns, improve user engagement, and help you get the desired results.