Connecting a Mobile Measurement Partner & Apple Search Ads in SplitMetrics Acquire

Connecting a mobile measurement partner (MMP) with Apple Search Ads in SplitMetrics Acquire will unlock new, full-funnel, revenue-focused campaign optimization opportunities for your mobile app or game.

• Mobile measurement partners allow Apple Search Ads users to connect campaign data with post-installation events.
• SplitMetrics Acquire lets advertisers use this data for optimization and automation by investing in revenue-generating keywords and ads.

This three-way integration is strategic because it will allow you to allocate spending on profitable keywords and ads. A complete view of your mobile marketing funnel, from an ad impression to an in-app purchase, subscription, or other type of engagement, will let you set custom campaign goals and monitor additional goal-related Apple Search Ads metrics.

Apple Search Ads is a valuable user acquisition channel that is consistently and positively verified for its ability to direct highly valuable and engaged potential customers to your app’s product page on the App Store. 

However, capitalizing on this opportunity requires data-driven decision-making firmly grounded in full-funnel Apple Search analytics, which is possible only with this integration.

What are mobile measurement partners?

A mobile measurement partner (MMP) is a service responsible for aggregating and analyzing data from various mobile marketing channels and connecting it with in-app events. You need an MMP to compare which advertising platform impacts your bottom line the most and which particular ads generate revenue.

Depending on your advertising history, there’s a slight chance you may not have an MMP yet, as some popular paid user acquisition channels, like Google, Meta, or TikTok, offer software development kits (SDKs) for custom conversion tracking, a solution convenient to apps beginning their commercial growth.

Apple Search Ads uses the Attribution API to enable campaign data integration with mobile measurement partner systems, and this solution has significant advantages. Introducing Apple Search Ads to your paid user acquisition channel mix may be an excellent opportunity to deploy next-level analytics for your mobile app or game. The platform’s Attribution API makes this connection possible.

The key benefit of having an MMP is making all the campaign and conversion data available in one place. This is necessary for a comprehensive paid user acquisition strategy, data-driven budget allocation, and full-funnel overview of user journeys. This means that we’d encourage you to seek an MMP that is right for you for the sake of Apple Search Ads and your future, most probably multi-channel app growth. In other words, the key benefits of integrating your app with an MMP are:

• Consolidated, cross-platform analytics: MMPs provide a unified overview by consolidating data from multiple advertising channels. This allows marketers to analyze performance across various platforms without the complexity of managing numerous SDKs. This centralization simplifies data management and enhances strategic decision-making.
• Accurate Attribution: MMPs utilize advanced algorithms for multi-touch attribution, giving marketers insights into the entire user journey. This helps identify which channels contribute most effectively to conversions, leading to better budget allocation and campaign optimization.
• Time Efficiency: By automating data collection and reporting processes, MMPs significantly reduce the time marketers spend on manual tracking, allowing them to focus on strategy rather than data management.

Also, consider the following when it comes to relying on advertising platforms’ native SDKs:

• Native SDKs provide insights relevant to their specific platform, which can lead to a fragmented understanding of overall marketing performance;
• You may need to manually compile data from various native SDKs using multiple platforms, which can be time-consuming and error-prone.

What may be a pivotal argument is the fact that the integration doesn’t need to cost you anything:

The benefits of integrating with an MMP go beyond those mentioned above. Many platforms offer a wide range of additional analytical features for examining in-app user behavior and reacting to it to encourage engagement and retention.

How do you integrate your app with an MMP?

Integrating Apple Search Ads with a Mobile Measurement Partner (MMP) is straightforward, although the process may vary depending on the provider.

• SDK Integration: To effectively use an MMP, you must integrate its SDK into your app. This process typically involves including some code to ensure the SDK can communicate with your app and collect the necessary data for tracking and attribution.
• Custom Configuration: Depending on the features you want to utilize (like deep linking or custom event tracking), you may need to customize the SDK’s implementation, which may require programming knowledge.

Most MMPs offer user-friendly interfaces and support services to assist with setup. Thus, the process is simple and intuitive for a mobile app developer.

The role of SplitMetrics Acquire in connecting Apple Search Ads with MMPs

Connecting Apple Search Ads campaign data with post-installation metrics in SplitMetrics Acquire may significantly impact your potential Apple Search Ads profitability.

Following an integration, our platform will enable you to use post-installation metrics directly in the Apple Search Ads campaign management and optimization process. For example:

• Set up automation rules centered around specific, custom conversion goals
• Scale campaigns with the most significant return on ad spend (ROAS)

The key benefit is immediate access to data on custom conversions, the ability to react to them, and the ability to use all our additional features to optimize your advertising efforts and directly impact your ROI—all in a single place through our interface.

Do you need to integrate? Technically, you don’t, but we strongly encourage you to do so. You can begin using our platform right after connecting your Apple Search Ads account (as described in the introductory article to getting started with Apple Search Ads and SplitMetrics Acquire). However, integrating will open up many more opportunities before your app and will likely make it easier for you to make this advertising channel profitable. Take a look at the funnel below to understand how vital goal optimization is in practice:

Each ad and keyword has a different intent and possible engagement level. Having a mobile measurement partner and a platform such as SplitMetrics Acquire will help consider this factor and optimize the entire mobile marketing funnel.

How does SplitMetrics Acquire connect MMPs with Apple Search Ads?

Connecting both sides – Apple Search Ads and an MMP in SplitMetrics Acquire is straightforward and requires no coding.

The free SplitMetrics Acquire Starter Plan offers 10 ready-to-configure MMP integrations. Completing them requires only basic, non-coding steps. Each partner is connected similarly, ensuring two-way communication between all involved parties.

Unlock a more profitable app growth

A full-funnel view and a focus on revenue will help you unlock more profitable app growth. User journeys are increasingly complex. Apps are downloaded and never interacted with or opened, but insufficient engagement doesn’t lead to meaningful activities, like in-app purchases or subscriptions.

Adopting an MMP may be an opportunity to enter the dynamic, data-driven app growth for Apple Search Ads campaigns, where every part of the user acquisition funnel is handled.