Hacks
Mastering Advertising on Mobile: Strategies and Platforms
April 2, 2025
Outreach
4
min read
Connecting MMP Advertising with Your Marketing Tools: Tips and Mistakes to Watch Out For
Learn how to connect MMP tools with your marketing stack, avoid common mistakes, and improve ROI by tracking real user actions and ad performance.
Published on :
June 10, 2025
Marketing mobile applications isn’t easy at all. You run advertising on any number of different platforms—Google, Facebook, Instagram—and expect users to download your mobile app. But how do you know what advertising platform, source, or campaign brought the user that downloaded? That’s why MMP advertising exists.
MMP advertising tools enable you to track your advertising and understand where your users are coming from. In addition to placing multiple advertisements in each source, they plug into your other networking marketing tools, making managing the metrics simple. However, if your tracking implementation isn’t set up properly, there could be negative consequences resulting from any incorrect connections.
In this blog, we will help you understand how to use MMP advertising in your marketing stack, provide the best practices for your MMP, present common mistakes to avoid, and explain why MMP matters to your success.
What is MMP Advertising?
MMP stands for Mobile Measurement Partner advertising. It is a mechanism to help you understand which campaigns are bringing real users to your app. When someone sees or clicks on an ad, the MMP advertising will monitor their actions and provide information on whether or not they installed your application or completed a purchase.
MMP advertising provides you with true numbers rather than a guess as to which ad is working performance-wise. Overall, MMP advertising can help you spend your hard-earned dollars on advertisements that are driving real users to your application rather than wasting money on ads that are not.
Why Mobile Marketing Measurement is Important
You want results when running ads. That's exactly why mobile marketing measurement matters. It lets you know what works and what doesn’t. Apptrove has reported companies who are utilizing MMP tools are getting a 30% greater return on ad spend from advertising than those who don’t.
That means getting a greater number of users and ultimately better value through tracking and making smarter decisions.
How MMP Advertising Fits Into Your Marketing Stack
What is a Marketing Stack?
Your marketing stack is the collection of tools you will utilize to market your app. This will include:
- Email marketing platforms (like Mailchimp)
- Social media websites (like Instagram or TikTok)
- Analytics tools (like Google Analytics)
- Ad platforms (like Ads from Meta or a Google Ad)
Connecting MMP Advertising
When you connect MMP advertising with the rest of your marketing stack, all of the tools work together. The following example outlines how MMP technology aids with connecting marketing tools into one set of marketing stacks:
- Your ad platform shares data with the MMP advertising tool
- The MMP advertising tool can see if a user clicked, installed, or paid for something
- That data can be shared with your analytics and reporting tools
With this whole view, you can better understand your users and drive educated marketing decisions.
Best Practices for Using MMP Advertising
1. Select a Quality MMP
Not all tools are the same. Choose a good, reliable MMP for ad tracking that is right for you and works with the ad platforms you need to use most. Look for features like fraud protection, real-time tracking, and decent support.
2. Make All of the Connections
Make sure to have all of your ad channels, CRM and analytics tools fully connected to your MMP advertising tool. If you miss data it can cause poor decision making.
3. Set Clear Goals
Think about what success looks like. More installs? More in-app purchases? More sign-ups? With clear goals, you'll be able to determine how to set up your MMP advertising tool to provide better insight.
4. Measure, Test, and Learn
Use the data to test a variety of ads, audiences and messaging. Look at how different variables affect the results, and use the MMP advertising results to help your decision making.
5. Measure Beyond Installs
The vast majority of marketers stop measuring after the app has been installed. However, this is the only time that you will see the effectiveness of how your customer's mobile journey ends up being. This is where the value lies; as an example, MMP mobile marketing measurement must be able to measure purchases and sign ups as well as user actions within the app.
Final Thoughts
As an app marketer, using MMP advertising as part of your stack is one of the best things you can do for your app marketing. MMP advertising will allow you to track every ad and see what’s working and what’s not working and how to fix it. If ad measurement in the mobile marketing world is done properly, you’ll be able to turn your guessing into straightforward actions.
Differentiate yourself from other app marketers by avoiding rookie mistakes, using your own experience and best practices, and integrating MMP advertising to create a complete package. Regardless of whether you are a newly made app developer or a small or growing company, MMP advertising will save you time and allow you to maximize the potential of your marketing dollars.
Summary