With any partnership, it’s essential to know your strengths and your weaknesses. The identical goes on your associates program. To have the very best likelihood of success, belief the consultants for the expertise that powers your program — particularly on the subject of attribution.
However does each program want a cellular measurement associate? Is an MMP the identical as a associate advertising and marketing platform? And do you want each to run an associates program, or are you able to do all of it with simply an MMP?
Partly 2 of our sequence, we’ll reply these essential questions with data present in our latest e-book, The Final Information to Cellular Accomplice Advertising and marketing. Let’s dive in!
What Is an MMP?
MMP is an acronym for “cellular measurement associate.” The time period comes from Fb’s identify for the primary group of tech suppliers that built-in with the social media platform to trace app installs.
A cellular measurement associate is strictly what it appears like: a third-party expertise associate that measures cellular app efficiency. Often, this implies attributing downloads and installs, which is completed by way of a bit of code known as an SDK (software program improvement equipment). MMPs can measure post-install actions as properly, equivalent to in-app registrations, purchases, and engagements. Obtain our information for an in depth clarification of the expertise and monitoring strategies behind MMPs.
The most important MMPs out there immediately are Alter, AppsFlyer, Department, Kochava, and Singular. (Enjoyable truth: TUNE was technically the primary MMP, as we created the very first cellular app attribution SDK, recognized on the time as MobileAppTracking. It was finally rebranded as Attribution Analytics and acquired by Department in 2018.)
What Is a Accomplice Advertising and marketing Platform?
A associate advertising and marketing platform (PMP) is an end-to-end SaaS answer for constructing, managing, and rising affiliate applications and networks. These platforms can deal with all of the operations wanted to run a program, together with conversion monitoring, commissioning, provide/inventive/associate administration, communication, invoicing and funds, site visitors administration, and extra. They need to even be customizable sufficient to allow third-party integrations, customized improvement, and extra performance by way of API. Most significantly, a real associate advertising and marketing platform operates as an unbiased, third-party software program supplier.
Whereas there are numerous choices out there immediately that label themselves as PMPs, most of those operate extra like conventional affiliate networks reasonably than software program suppliers.
Why You Shouldn’t Use an MMP to Run an Affiliate Program
The quick reply? MMPs concentrate on cellular app attribution, not associate program administration.
Whereas you should utilize your MMP so as to add particular person companions, share hyperlinks, and monitor their efficiency, there are different actions which are important to operating a program that your MMP shouldn’t be constructed to deal with. That’s the place your associate advertising and marketing platform is available in. Try the chart beneath to see how these two options complement one another by dealing with completely different actions throughout your cellular app and associate advertising and marketing efforts.
Supply: TUNE’s Final Information to Cellular Accomplice Advertising and marketing
Tips on how to Inform If You Want an MMP
Do you’ve gotten a cellular app? Do you run person acquisition campaigns?
For those who answered sure to both query, it’s best to spend money on an MMP, as they supply essentially the most dependable and correct measurement for immediately’s cellular app ecosystem.
Grasp Cellular Accomplice Advertising and marketing with TUNE
For those who loved Half 1 and Half 2 of our sequence on cellular associate advertising and marketing, keep tuned! We’ll be again subsequent month with extra insights, recommendation, and knowledge in Half 3. Within the meantime, ship us your questions or feedback at [email protected].
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Writer
Becky is the Senior Content material Advertising and marketing Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and marketing and communications initiatives at San Francisco startups. Becky obtained her bachelor’s diploma in English from Wake Forest College. After residing practically a decade in San Francisco and Seattle, she has returned to her house of Charleston, SC, the place you’ll find her having fun with the solar and salt water together with her household.
