FAQs: App Measurement

Frequency Asked Questions: App  Measurement

What is a mobile measurement partner (MMP)?

An MMP (Mobile Measurement Partner) is a company that helps measure the performance of advertising campaigns across multiple channels, platforms, and devices to support app growth.

Which MMPs is Quantcast integrated with?

Quantcast is integrated with Kochava, Branch.io, and Appsflyer.

My MMP isn't integrated with Quantcast, or I don't have an MMP. Can I still measure app performance?

If your MMP is not integrated with Quantcast or you don’t work with an MMP you can still run campaigns. If you don't use an MMP, you can use the analytics tools provided by the app stores (Apple App Store and Google Play Store) to track app installs from different sources. However, these tools have limited attribution capabilities compared to a dedicated MMP. App installs from app stores will likely be recognized as organic installs.

Are there any limitations to the MMPs that are integrated with Quantcast?

Quantcast does not support cost and revenue passback for the MMP integrations.

What is app attribution?

App attribution assigns credit to paid media, the brand’s owned channels, and organic sources that result in a consumer performing a desired action, like an app install or post-install event. Attribution is performed at the impression and click level.

Please explain how app attribution functions.

Mobile Measurement Partners (MMPs) use a software development kit (SDK) that tracks data from an app, such as installs, post-install actions, and uninstalls. MMPs use deterministic and probabilistic methods to match ad impressions and clicks to installs and post-install app actions. Advertising identifiers are used to perform attribution. These identifiers are mobile and are referred to as MAIDS, short for mobile device IDs; MAIDS help determine which media source or sources contribute to an app install or post-install app action. The MAID for Apple is called IDFA (short for Identifier for Advertisers), while Google calls their IDs GAID (Short for Google Ad ID). Both MAIDs types, IP addresses, operating systems, device manufacturers, and other device information to attribute results.

Is there any difference between app measurement for Android and iOS?

Both iOS and Android platforms provide app attribution solutions, but there are some fundamental differences between them. First, the tracking method that iOS uses for IDFAs differs from what Android uses for Google Advertising IDs (GAIDs even though both IDFAs and GAIDs are unique device identifiers. Additionally, iOS prioritizes user privacy more than Android. Apple's privacy features utilize the App Tracking Transparency (ATT) framework. This framework seeks user permission to access app-related and personal data for tracking purposes by app developers. This has made app attribution more challenging for marketers since the implementation of iOS 14; Apple has made these changes to its privacy policies and required app developers to seek user permission before collecting their IDFA. This change has significantly decreased the number of users who allow their IDFA to be tracked.

What is deterministic attribution?

Deterministic attribution is an attribution method that matches ad delivery to app installs or post-install app events using the same advertising ID. Attribution doesn’t rely on a statistical model. The advertising ID is a mobile advertising ID (MAID) or identifier for advertisers (IDFA), also called a device ID. Deterministic attribution is the primary attribution method used by MMPs. The device ID is recorded from the app install or post-install app events and matched to the device ID recorded on the impression or click event from an ad impression.

What is probabilistic attribution?

Probabilistic attribution is an attribution method that matches ad delivery to app installs or post-install app events using different advertising ID types. Attribution relies on a statistical model to link the advertising ID types to match ad delivery to an app install or post-install app event. Probabilistic attribution is the secondary attribution method used by MMPs.

Can I get reporting for app events in the Quantcast Platform?

Reporting for app events in the Quantcast Platform is not supported. The results columns on the campaigns table page will be blank for campaigns with an app promotion objective. Log in to your MMP dashboard to view app installs and app reporting.

Can I get reporting breakdowns in my MMP?

Yes, you can.

Why do I have to provide my agency ID for Appsflyer?

Agencies running campaigns with ad networks, like Quantcast, must be whitelisted by Quantcast for Appsflyer to measure campaigns. Please contact the Quantcast account team and make sure your agency ID (the af_prt name) is added to their list of authorized agencies.in Appsflyer. For more information about the security measures for agencies managing traffic on behalf of advertisers that are running campaigns on ad networks, please check out this article from Appsflyer

How do I validate an app data connection?

After you enable the Quantcast ad integration and send postbacks, we consider the connection to be established on our end. You can verify the connection by creating an app promotion campaign where the app and the app events are available for selection.  

What are the limitations if I only share postback events attributed to Quantcast only (network only)?

If you cannot  share all events and your app connection has just been established, you cannot immediately start an app promotion campaign. Our model for the app promotion campaign goal relies on app events to target users likely to install or take action within the app. An alternative approach would be to create a campaign with a different objective, such as conversions, and set up the attribution tracking tags. Once Quantcast receives credit for app events, you can run an app promotion campaign.