The Best Mobile Partners of 2018

Are you looking to grow your mobile application user base and revenue through paid advertising? Have you already started but are looking to expand the partners that you are working with? If your answer is yes to either of these questions it’s probably time to start evaluating 3rd party Mobile Measurement Partners (MMPs). Simply put, accurate tracking is the best way to understand how various marketing channels are performing for your application. 

  • One SDK integrates multiple ad networks and marketing partners.
  • Measure ad performance.
  • Track performance through paid, organic and earned marketing channels.
  • Understand important ROI metrics that drive your marketing budgets.

Five key players have emerged in today’s market; TUNE, Adjust, Appsflyer, Kochava (Unified Audience Platform), and Singular

There are other free solutions on the market (Firebase/Google, Facebook, Kochava Free App Analytics). However with these solutions you’re either giving up significantly on functionality, available integrations, data ownership or a combination of all three.  Below we will provide an overview of each key offering to help guide you in your decision.

Adjust

Originally designed for small boutique app developers Appsflyer has started to work with much larger advertisers over the past few years. Reporting and integrations aren’t as robust as other solutions unless you want to build custom reports off their APIs.

Price

Appsflyer only charges for installs. Pricing stability depends completely on tracked install stability. In general, however, Appsflyer is considered one of the lower cost solutions which in part has helped them gain significant market share. 

Attribution

Last click publisher attribution. 

Support

Primarily email support.

AppsFlyer

Originally designed for game developers TUNE offers a robust, but sometimes complicated, tracking solution.  Over the past few years TUNE has become more and more user friendly. 

Price

TUNE charges clients on a monthly active user (MAU) basis. They have a variety of pricing tiers for all sizes of business.

Attribution

Last click publisher attribution with multi-touch data. TUNE also allows advertisers to set post-install attribution window for events, which is one of their main differentiators. 

Support

24×7 in multiple time zones. Primarily via email.

Other Information

TUNE is no longer an approved Facebook Measurement Partner. They do have an agreement in place with Kochava were Kochava handles Facebook attribution passes this data client-side and then into TUNE. It’s not ideal but does work.

Pros

Robust (and customizable) Attribution Model

Responsive support

Cons

Not Approved Facebook Partner

Detective rather than preventative fraud tools. 

On average, higher pricing.

Tune

Originally designed for game developers TUNE offers a robust, but sometimes complicated, tracking solution.  Over the past few years TUNE has become more and more user friendly. 

Price

TUNE charges clients on a monthly active user (MAU) basis. They have a variety of pricing tiers for all sizes of business.

Attribution

Last click publisher attribution with multi-touch data. TUNE also allows advertisers to set post-install attribution window for events, which is one of their main differentiators. 

Support

24×7 in multiple time zones. Primarily via email.

Other Information

TUNE is no longer an approved Facebook Measurement Partner. They do have an agreement in place with Kochava were Kochava handles Facebook attribution passes this data client-side and then into TUNE. It’s not ideal but does work.

Pros

Robust (and customizable) Attribution Model

Responsive support

Cons

Not Approved Facebook Partner

Detective rather than preventative fraud tools. 

On average, higher pricing.

Kochava

Founded in Idaho in 2011 Kochava is one of the more developed mobile measurement partners. They position themselves as a “unique, unbiased and holistic analytics platform”. They boast the largest integration list with over 2,000 media source integrations. 

Price

Kochava charges on a cost per paid acquisition/event model. This starts at $0.03/paid acquisition and also includes $0.001/click for their audience platform. On average they are a bit more expensive than other solutions. 

Attribution

Last-click attribution with fractional attribution. 

Support

Kochava offers dedicated support at all pricing models. 

Other Information

Kochava offers various other add ons that most the MMPs don’t offer. So although they are more expensive there are some value adds that are worth considering (Push Notification Management, TV Ad Tagging, Predictive Churn Modelling, etc)

Pros

Fractional attribution can give you a true sense of how you’re spending your marketing dollars. 

They have various extra features that most MMPs don’t have and likely won’t in the future. 

Cons

Cost, other solutions are cheaper. So unless you need all the extras this solution might not be for you.

Singular

Originally founded in 2014 as a mobile data aggregation platform Singular has expanded to include attribution under their umbrella when they merged with Apsalar in mid 2017. In our view, Apsalar was never an industry leader in mobile attribution we we are interested what will come next as they move under Singular’s umbrella.

———–

We don’t think there is a true “one size fits all” solution on the market for Mobile Measurement Partners, each advertiser should consider all options and make an informed decision based on their specific needs before deciding which SDK to integrate into their app.

Still need help deciding? We have experience guiding clients to make educated decisions choosing an MMP. Get in touch!

Our mission is to drive client growth through holistic and innovative digital strategies.

Calgary

Mexico City

Comments are closed.