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 make smarter and faster decisions to optimize your organic and paid growth.

AppTweak’s MMP integrations allow you to:

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

Below, we provide three key reasons why integrating your MMP with AppTweak is an incredible catalyst for your app’s growth.

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 app growth efforts. 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 marketing 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.

1. Optimize Apple Ads campaigns for goals that matter

With AppTweak’s Campaign Manager platform, marketers can scale and optimize their Apple Ads campaigns. As an Apple Ads Partner, AppTweak offers 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 to easily optimize Apple Ads keyword 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, revenue per install, or custom goals.

Example custom automation rules include:

• 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 Ads or request a demo with us to learn how AppTweak can help you track the metrics that matter most to your app.

2. See 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.

Above, we show an app updating its screenshots and visualizing the impact of this metadata update on paid downloads and cost per install.

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

In reality, this data integration provides brilliant visualizations from different data sources, allowing you to see how your efforts contribute to growing installs and reducing 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 AppTweak and AppsFlyer integration to unify its different data sources and optimize its user acquisition strategy. To better understand ROI, the Pixel Federation team monitored organic and non-organic installs for iOS, as well as organic and non-organic revenue.

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 Pixel Federation’s success story with AppTweak.

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

In the graph above, we show how you could visualize an increase in daily installs due to an Apple 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, this app ranked fifth for the keyword “sports app”. However, the Apple Ads campaign launched on September 27, paid downloads began to rise. A few days later, the app’s keyword ranking climbed to position 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 Ads campaign.

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, Adjust, Branch, and Singular have partnered with AppTweak to allow their clients to optimize their paid campaigns towards key events with a holistic view of performance.

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.

Conclusion

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