Mobile ads dominated by app install ads are ubiquitous. Businesses invest huge dollars trying to entice users to download their apps. While every app establishment and install is valuable, not all clicks, installs or users are real. This is the huge value proposition of MMP software in determining what is real and what is false.
MMP software is a third-party (or 3rd) source to literally map where your app user came from. It ensures you get what you pay for, in not wasting your money on bots or false traffic. In the current mobile ecosystem, this distinction is essential.
Looking for a trustworthy solution? Apptrove is a registered and trusted mobile measurement partner that provides intelligent fraud detection and real-time tracking models to help stave off ad fraud and wasted budget.
Let’s dive deeper into this with the following.
What Is MMP Software?
MMP stands for Mobile Measurement Partner and is a device that clarifies convoluted ad campaigns and the users who will download the application.
If a person clicks an advertisement, that person is directed to download the app. MMP software will track that path.
The software can even disclose which ad platform is initiated by the user; Facebook, TikTok, etc., along with where the user downloads the app from, such as the Play Store or App Store.
More importantly, MMP software is used to identify fraudulent clicks or installations; although things can appear to be successful, it is fraudulent in circulation.
What Is Mobile Ad Fraud?
Mobile ad fraud refers to the different fraudulent tactics an individual can use to fool the system into believing there was a performance of the ad when in reality there wasn’t. Some examples of mobile ad fraud include:
- A bot clicks on your ad hundreds of times
- Click farms generate fake installs
- One ad network makes fraudulent claims and takes credit for the work of another ad network
Each is a way for mobile ad fraudsters to waste your dollars and provide inaccurate data. In 2023, Juniper Research estimated that mobile ad fraud would end up costing marketers globally $3.3 billion.
This is why MMP software is essential! It allows you to avoid such tricks.
How MMP Software Detects and Blocks Fraud
MMP software utilises data and logic to identify unusual patterns, which humans can’t pick up on. Here’s how it functions.
1. Identifying Odd Behaviour
If a person installs your app and, in 10 seconds or less, deletes it, this is strange. MMP software will stop this.
2. Verifying click and installation
MMP software will find fake clicks. Like too many clicks coming from a single IP or device. Real users won’t all take the same actions.
3. Look for known fraud sources
Good MMP software will have an internal fraud list of fraud networks. If your ad data falls into that category, it will be flagged.
These three activities allow MMP software to protect your budget and your data.
Why MMP Software Beats Manual Tracking
You may think to yourself: “Can’t I just check this stuff out on my own?” Not really.
Fraud happens fast, with millions of users and thousands of devices. You want mobile ad tracking tools that work in real-time, not after the damage is done.
That’s where MMP software comes into play. It’s always running, always learning, always updating. It will filter out bad data before it ever hits your reports.
How Mobile Attribution Software Adds Extra Power
Mobile attribution software not only helps eliminate fraud, it also helps to better understand your users – it indicates not only the best installs, but the ads that imported the best users.
In conjunction with MMP software, you will:
- Learn what channels will bring in high-value users
- Stop spending on low-quality traffic
- Increase return on ad spend (ROAS)
And that is why savvy marketers use both tools together.
The Role of App Marketing Analytics
Once the fraud has been filtered, you still need to measure your success. This is where app marketing analytics comes in. These tools tell you:
- How often do users open your app
- What they do inside
- How long do they spend in the app
But bear in mind that app marketing analytics only works if the data is clean, and MMP software helps keep that data clean.
Real-Time Protection with Mobile Ad Tracking Tools
Some tools provide results at the end of a campaign. That’s too late for you.
The best mobile ad tracking tools today, like MMP software, provide alerts in real time. You can:
- Stop bad campaigns with the push of a button
- Change campaign budgets on the fly
- Protect your ad spend 24/7
This kind of speed means you’re tackling fraud, and more importantly, staying in control.
Why Choose Apptrove as Your MMP Software?
Apptrove provides app marketers everything they need to stop fraud, track users, and improve performance. Apptrove is not only a mobile measurement partner, but it’s a growth tool with real-time fraud protection and deep insights.
You will be able to track every install, block every bot, and make every dollar count.
Conclusion
Mobile ad fraud is a legitimate concern, but you can outsmart it with the proper tools in place. MMP software works like a bodyguard for your ad campaign. It filters out the bad traffic, tracks the legitimate users, and provides you with safe access to data you can rely on.
With MMP software and mobile attribution software, a mobile app analytics program, and mobile ad tracking tools, you’ll have all of the tools at your fingertips to grow your app in an intelligent way.
Want to keep your budget protected and your data clean? Use MMP software such as Apptrove, and protect your mobile marketing from day one.
