Connect your MMP to AppTweak to streamline success

Success in mobile app marketing depends on acting fast with a comprehensive view of your data. When you integrate your mobile measurement partner (MMP) with AppTweak, you’ll have a single source of truth to help you make smarter and faster decisions to optimize your organic and paid growth.

AppTweak’s integration with your MMP allows you to:

1. Understand how your paid UA impacts organic downloads.
2. Measure the true influence of your ASO efforts on overall app growth.
3. Separate paid and organic traffic for better reporting.
4. Optimize your Apple Search Ads campaigns for specific in-app events.

Below we’ll provide four key reasons why integrating your MMP with AppTweak is an incredible catalyst of growth for your app.

Bridge the gap between ASO and paid UA

Both a mobile measurement partner and an app store marketing and intelligence platform like AppTweak are necessary to have end-to-end measurement across your efforts to grow your app. While both provide valuable insights, their focus areas differ significantly.

• A mobile measurement partner (MMP) focuses on attribution, campaign performance, and user journey tracking, providing metrics such as installs, user engagement, and in-app events.

• An app store intelligence platform works to boost organic visibility and keyword rankings, while also providing metadata optimization and competitive benchmarking by looking at metrics such as store performance insights, keyword rankings, conversion rates, and visibility trends.

While an MMP can tell you if an install was organic versus paid, it doesn’t provide the deep insights needed to analyze keyword rankings, metadata performance, or ASO strategies. Connecting your MMP to AppTweak is crucial to obtaining a holistic understanding of ASO’s impact on paid and organic growth.

All your data in one place with Reporting Studio

Check out three of our top use cases that reveal how connecting your MMP to AppTweak streamlines your decision-making.

Use case #1: Understand how ASO efforts affect paid campaigns

By integrating your MMP with AppTweak, you can track how your ASO efforts influence paid campaigns, and ultimately your KPIs and growth metrics. In AppTweak’s Reporting Studio, you can monitor how metadata changes, for example, impact conversion or paid downloads.

In the example above, an app updated its screenshots, and with AppTweak, was able to visualize the impact of this metadata update on paid downloads and cost per install.

We see that the app changed its screenshots on September 28. At this point, paid installs—visualized by the red line—suddenly started to take off while the campaign’s cost per install (CPI)—in green—went down. These insights reveal a huge win for the app, showing that updating the screenshots also has a positive impact on the performance of UA campaigns.

The integration provides brilliant visualizations from different data sources, allowing us to see that this action served to grow the number of installs and reduced CPI—a true mobile marketing success.

Use case #2: See the impact of being featured on installs and revenue

Let’s say your app was featured in the App Store and you want to track the impact of featurings on organic and non-organic installs. By syncing your MMP with AppTweak, you’ll acquire a clear view of organic versus paid traffic, allowing you to examine how your ASO efforts influenced overall app growth.

For example, game developer and publisher Pixel Federation, utilized the integration between AppTweak and AppsFlyer to unify its different data sources to optimize its user acquisition strategy. To better understand ROI, the Pixel team monitored organic and non-organic installs for iOS, as well as organic and non-organic revenues.

Once one of its games, Train Station 2, was featured as Game of the Day in the U.S., Pixel was able to measure the impact of this featuring on organic and non-organic performance. The results were astounding with this game achieving 540% uplift in organic revenue and a whopping 470% uplift in organic installs.

Read more on the Pixel Federation Featurings success story.

Use case #3: See the impact of Apple Search Ads campaigns on keyword rankings

In the graph above, we see the number of daily installs for the fictional iOS Mountain Climber app increase due to an Apple Search Ads campaign, as shown in green. This is compared to the app’s daily ranking for the keyword—”sports app”—in red.

Before the campaign, the app ranked fifth for the keyword “sports app”. However, once the Apple Search Ads campaign launched on September 27, paid downloads began to rise. A few days later, the app’s keyword ranking climbed to slot number three and eventually scored first position almost a month later.

With AppTweak, you can chart this positive feedback loop between paid UA on organic app and keyword rankings. Understanding this relationship is key to optimizing your keyword strategy alongside an Apple Search Ads campaign.

2. Optimize Apple Search Ads campaigns for goals that matter

With our Search Ads Manager platform, marketers can scale and optimize their Apple Search Ads campaigns. As an Apple Search Ads Partner, we offer expert support to app marketers optimizing their apps on the App Store.

Build automation rules based on MMP metrics

Once you connect your MMP to AppTweak, you can leverage our automation tools for Apple Search Ads to easily optimize bids and track performance with minimal effort. By integrating your MMP you’ll be able to create automation rules based on in-app performance metrics such as return on ad spend (ROAS), retention rates, or revenue per install.

Example custom automation rules:

• Increase bids for high-value keywords. This type of rule allows you to focus on the keywords that are driving users with a higher lifetime value (LTV).
• Pause low-performing keywords that aren’t generating revenue. Setting this rule ensures you’re not paying too much for a keyword that’s driving users who make zero in-app purchases.

There are many more use cases for creating rules based on custom in-app events, such as level completion for gaming apps or cart abandonment for e-commerce apps. For a deeper dive, check out the Complete guide to AppTweak’s Automation Solution for Apple Search Ads or request a demo with us to learn how AppTweak can help you track the metrics that matter most to your app.

3. The support and partnerships you can count on

Your MMP likely knows the value of offering an integration with AppTweak. This is why major MMPs like AppsFlyer and Adjust have made partnerships with AppTweak to allow their clients to build custom reports for monitoring paid campaigns and ASO performance in one place.

For example, AppTweak is an AppsFlyer Premier Partner. This means we work closely with AppsFlyer to support our mutual customers, empowering them via insightful content, webinars, and workshops.

We’re continually developing additional MMP partnerships, so make sure you’re subscribed to our newsletter to stay informed.

Conclusion

Integrating your MMP with AppTweak gives you a single source of truth for agile decision-making——helping you track paid and organic performance side by side, optimize Apple Search Ads, and maximize ASO impact. With powerful visualizations combining all your different data sources, you’ll be able to streamline your reporting and drive results.