{"id":13612,"date":"2022-07-21T07:57:18","date_gmt":"2022-07-21T07:57:18","guid":{"rendered":"https:\/\/customlytics.com\/why-you-should-customize-your-mmp-and-how\/"},"modified":"2023-01-11T12:20:07","modified_gmt":"2023-01-11T12:20:07","slug":"mmp-customization","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/mmp-customization\/","title":{"rendered":"Why you should customize your MMP \u2013 and how"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Attribution tracking can be a science of its own, which is why there are Mobile Measurement Partners (MMP) to help you organize it. However, just buying the tool won\u2019t save you from doing some work of your own. <a href=\"https:\/\/customlytics.com\/de\/attribution-tracking-tool-implementation\/\"><span style=\"text-decoration: underline;\">There are not only some things to consider when implementing an MMP<\/span><\/a> but also when you start setting it up.<\/p>\n\n<p>An attribution tracking tool does come along with a default setup which will do the trick in a way. But isn\u2019t tailored explicitly to your app. To make full use of an MMP, you need to customize it.\u00a0<\/p>\n\n<p>\u201cIt\u2019s basically like buying a car,\u201d&#8216; explains our marketing consultant Giselle Silvestre. \u201cOf course, you can just start driving it, but it\u2019s way better to adjust the mirrors and the car seat to your individual taste first.\u201d<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Time windows<\/h2>\n\n<p>When setting up an MMP, you should first and foremost adjust the various time windows, which are:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Attribution window: <\/strong>This is the time period, in which an ad network can claim that a click or an impression of an ad led to an install of your app. For example, if you set the attribution window to 7 days, a user clicks an ad and installs your app 4 days later. This install will be attributed to the ad clicked 4 days ago, since it happened during your time window of 7 days. After the user installs the app, the attribution window is closed.<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><strong>Inactivity period: <\/strong>When users don\u2019t engage with your app over a longer period of time, you should define them as inactive. To define users as inactive, you customize the inactivity period accordingly. So when you set it to 30 days, then users that didn\u2019t open your app for 30 days or more are considered inactive. This way you can re-target these specific users with tailor-made campaigns and win them back.<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><strong>Re-attribution window: <\/strong>When a user is defined inactive , this window opens. If an inactive user clicks an ad and decides to re-open or even re-install your app, the corresponding ad network will get a re-attribution. This way, you can differentiate which network actually prompted the first install and which one re-activated the user. So for example, when the time window is set to 90 days, every time an inactive user clicks an ad during these 90 days and then engages with your app, this will be counted as a re-attribution. When these 90 days end, a new install won\u2019t get a re-attribution, but a normal attribution again.<\/li>\n<\/ul>\n\n<p>\u201cThe inactivity period is probably the one you should pay more attention to,\u201d says Giselle. \u201cWhen you sell clothes on your app, it doesn\u2019t make sense to retarget customers after three days of inactivity but rather weeks.\u201d Every business engages differently with its customers and this should be reflected by setting up the right time windows. So give it a special thought or two.<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Temporary Attribution and Re-Attribution<\/h2>\n\n<p>When you are feeling fine with the basics, you can delve into more advanced settings like temporary attribution.<\/p>\n\n<p>This comes in handy when you start a campaign with a limited time offer. Let\u2019s say, you send out a mailing with an offer that is only available for the next 24 hours. So you set the temporary attribution for this campaign to 24 hours.\u00a0<\/p>\n\n<p>After these 24 hours are over, this campaign won\u2019t get any further attribution. Instead, the last eligible source gets attributed or &#8211; if there is none &#8211; the event will be counted as organic.<\/p>\n\n<p>This way, you prevent this time-limited campaign from skewing your regular attribution model.<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Challenge your campaigns and channels<\/h2>\n\n<p>With enough knowledge of these settings, you can customize them at later stages to optimize your marketing effort. \u201cYou can play around with the windows to challenge and test campaigns,\u201d says Giselle. \u201cIt&#8217;s even possible to customize the settings per channel or tracker, this is very advanced.\u201d<\/p>\n\n<p>If you want to know how this works, drop us a line and have a chat with our consultants. They know a lot more advanced techniques that will make your app marketing even more successful.<\/p>\n\n<p><em>\ud83d\udca1 Knowledge sharing is at the core of what we do. Get our <\/em><a href=\"https:\/\/customlytics.com\/de\/marketing-master-map\/\"><em><span style=\"text-decoration: underline;\">Marketing Master Map<\/span><\/em><\/a><em>, sign up for our <\/em><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\"><em><span style=\"text-decoration: underline;\">newsletter<\/span><\/em><\/a><em> and become part of <\/em><a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\"><em><span style=\"text-decoration: underline;\">our community on LinkedIn<\/span><\/em><\/a><em> to learn how to make apps succeed in the competitive mobile landscape.<\/em><\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Helpful Links:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/customlytics.com\/de\/attribution-tracking-tool-implementation\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: How to coordinate your team when implementing an attribution tracking tool<\/span><\/a><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: It\u2019s the end of the attribution world as we know it (and we feel fine)<\/span><\/a><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/customlytics.com\/de\/case-studies\/autoscout24-case-study\/\"><span style=\"text-decoration: underline;\">Customlytics Case Study: Increased number of leads through an ideal attribution tracking setup<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Attribution tracking can be a science of its own, which is why there are Mobile Measurement Partners (MMP) to help you organize 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