What You Need to Know About the FMP-MMP Power Combo
In early 2015, Facebook renamed its Preferred Marketing Developer (PMD) program to Facebook Marketing Partners (FMP), and re-structured in a way that made it easier for marketers to find partners based on their specific needs like scaling, optimizing or measuring their mobile app campaigns.
As with PMD, the FMP program recognizes companies that add significant value to the Facebook advertiser ecosystem through cutting edge innovation and service excellence. Marketing Partners are vetted for capability and expertise, as well as for a solid track record of success.
DAU-UP is listed under the Ad Tech section for scaling and optimizing Facebook ad campaigns for mobile games, while AppsFlyer is badged as a Mobile Measurement Partner (MMP) within the FMP program for gaining critical data and insights across Facebook ad campaigns (only MMPs can measure Facebook campaigns).
The FMP-MMP Power Combo
As an advertiser, how do you benefit from working with an FMP and an MMP whose platforms are integrated? The most important thing to understand in this regard is that an MMP passes Facebook attribution and in-app event data to an FMP in what is known as a postback, and it does so in real time. When working direct or with a non-FMP, there are no postbacks (data can only be viewed on the MMPs dashboard).
Now think of a partner who “chews” the raw data measured by the MMP, syncs it with the data it receives directly from Facebook, and does it all in real time while automatically optimizing against your KPIs.
The ability to measure this data helps you hold your partners accountable for the results they deliver, and also enables them to see the relevant data.
So if you really want to make sure you’re leveraging the Facebook platform to the maximum and looking for an edge that isn’t there when you’re working directly with Facebook – that’s where you win from the combination of the right FMP and MMP.
What’s Your Goal?
It goes without saying that in-app event postbacks should be aligned with your campaign goal. If you’re in soft-launch and running the UA campaign to collect data on game performance in order to gain insights and improve the product, you need to monitor specific, relevant events such as key conversion points, engagement and retention.
If you’re scaling your game and investing large amounts to reach top-value players for maximum ROI, the KPIs will be different with focus shifting to ARPU, LTV, and campaign ROI.
With the goal set, understanding the complete funnel by measuring user actions (installs, in-app purchases, tutorial, specific level completion, retention etc.) is critical for effective optimization.
That’s where you train your patience. Giving the campaign sufficient time is required to collect the necessary amount of data for learning, while connecting pre-install parameters and install attribution data with post-install data will help you build a complete picture.
The data received from real-time postbacks is only valuable when it’s interpreted into actionable insights. And the level of insight plays a game-changing role.
Put the Data to Work
With every action or event attributed to an ad, and depending on your campaign goal, it’s important to have the capability to analyze the pre and post-install data according to all the possible classifications (group by age, gender, creative type, bid type audience etc.).
Once again, since postbacks are sent in real time, marketing tactics can be optimized to generate maximum value while the campaign is running, ultimately driving an ROI uplift.
How can you leverage the data received to boost your optimization? Let’s explore:
- Automation – with campaigns running 24/7 across multiple GEOs and with high daily budgets and ROI targets, the use of automated tools will ensure that every cent is used wisely. With automated technology, the actions are taken immediately and hence the importance of having real time data.
- ROI – low CPI doesn’t necessarily mean that you will make an easy return on your ad spend. The highest value players may be found in the most competitive media segments. Consider ROI and predictive events to measure quality and not just cost.
- Bottom of the Funnel – optimize all the way to the bottom of the conversion funnel with post-install events: Conversion Rate (CVR) to first action in the game, CVR to retention, CVR to pivot level in the game, CVR to first purchase in the game, CVR to the 2nd purchase, stickiness, etc.
- Tip: Do not optimize every single conversion. Focus on the main ones, which matter the most to your game. Trying to optimize too many actions may lead to confusion.
- A/B testing – one of the most important optimization processes is testing. Test everything to discover what works best for your game and for your current goal; i.e. male vs. female, launching ads at 8PM vs. 8AM, CTA button, lifetime budget vs. daily budget, short text vs. long text, broad targeting vs. surgical targeting, iPhone 6 vs. iPhone 6 Plus, and of course creatives.
- Correlate every in-app event to the creative element and/or audience segment by carefully analyzing the data, and iterate on the winning combination to make the right decision.
Cohort Analysis + Long-Term View = Optimal Results
The nature of postbacks, even if they happen in real time, implies looking backward. The data is the sum of the events that has already occurred. However, using this data in predictive LTV analysis will allow you to prioritize your UA efforts.
Understanding which audience segments from what channels generate the maximum lifetime value is crucial for a game’s success.
The usage of post-install event measurement enables the assigning of each event to the install date and time. This helps analyze user in-game behavior as per different campaign variables (e.g. timeframe between install and first deposit). Armed with this data, you will be able to optimize the audience (e.g. optimizing by 7d ROI) and acquire more of those purchasers.
In addition, by running a cohort analysis, you are not affected by extreme results and can react in a timely manner when required.
Most effective user acquisition strategies combine a channel-level, in-campaign view with event-level insights, predictive analysis, and post-campaign data.
FMPs offer innovative technology and custom-tailored solutions to get exactly what you need from your marketing. Combining an FMP with an MMP will enable you to optimize effectively.
Every insight helps campaign optimization, identifying which creative is resonating most, which audiences are most receptive, and which channels and tactics are most effective.
Armed with data submitted in real-time postbacks, gaming marketers are able to forecast future campaign performance and optimize to achieve the best results. Interpreting the data correctly and activating the outcomes of the analyses is the key to success.