Hello from the AdsAdvisor team! In this article, we're excited to introduce Marketing Stat — a comprehensive suite of dashboards and reports designed to visualize data from your Mobile Measurement Partner (MMP) in just three seconds (that’s the average time it takes to generate a standard report). With over 200 financial and marketing metrics across more than 30 slices and breakdowns, Marketing Stat also allows you to add custom metrics and breakdowns through our AdsAdvisor managers.

Marketing Stat features

As a special note, six years ago, we started off the AdsAdvisor journey with the creation of Marketing Stat. It all began when our UA teams needed an easy-to-use tool to assess the effectiveness of advertising campaigns. We wanted to consolidate all sources of data into one dashboard, providing easy navigation across different sections. That’s how the Marketing Stat by MMP report came to life. This report empowers User Acquisition (UA) managers to analyze incoming traffic based on projects and sources — helping them identify trends like ROI growth or unexpected spikes in spending. It enables in-depth evaluation of campaign performance across various dimensions including creatives, publishers, and keywords for over 100 sources. With the Marketing Stat by MMP dashboard, you can analyze the entire marketing funnel, assess user financial metrics, and evaluate the effectiveness of various events and conversions. It also allows you to optimize your traffic purchases according to specified KPIs or projected ROAS for both iOS and Android, all neatly broken down by campaigns. For UA managers handling DSP or SRN iOS traffic, we've developed a convenient note functionality. Notes can be added at both the campaign and AdSet levels, making them accessible to the entire team and displayed visually on charts for easy understanding of traffic behavior dynamics. We've also included options to edit notes and input them retroactively, ensuring that no changes or tests go unnoticed.

Moving forward

As we tackled the ROI analysis of UA channels, it became essential to evaluate the effectiveness of teams and traffic managers. To address this, we created a dedicated metrics block for heads of purchasing teams — like Lead UA Team and Head of UA. This feature allows for a thorough analysis of in-house traffic managers, purchasing agencies, and marketing agencies, enabling comparisons of their approaches and hypotheses. Additionally, we expanded our evaluation capabilities beyond just paid sources to include branding and influencer channels. This analysis model is what we refer to as Causal Impact. With the increase in UA volumes, the KPIs for traffic managers have also evolved. In some projects, commissions and taxes from specific countries are factored into the ROAS KPI, while in others, they aren't. Responding to feedback from our fellow UA team leaders, we introduced a "tax switch" feature — offering options for Gross, Net, store commissions, and more. This makes adjusting to new KPIs straightforward and hassle-free. As the UA ecosystem evolved, the need arose to evaluate project life cycles, monitor changes in monetization, and assess the impact of seasonal events on user LTV. Although this data was already available in Marketing Stat by MMP, brand managers and project producers requested a different visualization approach. Working closely with project producers, we developed the LTV Calculator report, which enables clear comparisons of LTV curves across countries, sources, dates, and monetization models. This report leverages both actual and forecast data, allowing users to evaluate the effects of in-game events on both the forecast model and the overall payback of projects. Recognizing that 60% of our UA success relies on creative assets, we also identified the need to assess the effectiveness of advertising concepts and their iterations for our creative team. The request was simple: “We want to see how different creatives perform across various sources and evaluate the performance of our creative teams and motion designers.” This feedback led to the creation of the Creatives Stat report. In this report, we integrated statistics from both MMP and advertising accounts for creatives in various sizes, localizations, and formats. Additionally, we compiled a table that displays the authors of creative concepts, showcasing whose innovative ideas are driving the success of our game projects.

Marketing Stat’s popularity

This report has proven popular among UA managers as well. We also added a Preview Link feature, which provides quick access to the corresponding creative in the Creative Library. This allows UA managers to effortlessly locate a high-performing creative in Grid A and seamlessly upload it to Grid B without the need for downloading it to their computer. For our analysts in the marketing and product teams, we’ve introduced the ability to share reports as links, download them, or copy them to your clipboard. We know that digging into data and uncovering hidden relationships can be challenging, so we’re committed to making this process smoother and faster. Marketing Stat has become the go-to resource for our entire team to reconcile financial activities. It’s particularly popular among our finance team, who rely on it to balance partner invoices with ongoing marketing expenses!

Marketing Stat is more than just a dashboard — it’s a game-changer for teams across the marketing spectrum. From UA managers optimizing campaigns to creative teams perfecting their assets and finance professionals balancing budgets, Marketing Stat brings everything you need into one intuitive platform. With powerful tools like the LTV Calculator, Creatives Report, and customizable ROAS forecasts for both Android and iOS, you can make data-driven decisions faster and with greater confidence. Plus, our unlimited licensing package ensures your team has all the resources they need, backed by expert support from our analytics team. Ready to transform your marketing strategy? Let Marketing Stat take your results to the next level!