Beyond the MMP: Growing even faster with more data and richer context

I bet you didn’t have a “beyond the MMP” blog post from an MMP on your bingo card today. And yet, here we are … 

The reality is that there’s an emerging superpower in mobile marketing, and it’s based on going beyond the MPP … or at least beyond the traditional definition of what an MMP does. The superpower is data, which sounds banal. Because, of course everyone wants all the data they can get.

But the superpower is new kinds of data: not necessarily the data user acquisition experts have typically gathered. 

You already have tons of data in your Singular dashboard, and it’s all wonderful and super-useful. But there’s times when you could really use more context. Context on the why: why did this work … and why that didn’t, for instance.

Data to help you build that beyond-the-MMP context can help you grow even faster.

I chatted about that recently with SciPlay’s director of ad product, Gal Karniel. And I just did a deep dive on the same topic with Maayan Schoor, a Singular product manager, on the same topic: getting more data that provides more context around why your performance marketing campaigns are getting the results that they’re getting.

Hit play and keep scrolling …

The key insight?

MMP data is the foundation. If you want to accelerate your growth even more, there’s more you can get.

Beyond the MMP: building on a strong foundation

Obviously, Singular’s MMP functionality gives you what you need to measure campaign performance: installs, costs, ROI, retention, incrementality, and much more, with tons of tools for ad monetization, cross-device attribution, and granular creative performance to name just a few.

There’s a ton of growth functionality there, and that’s great. 

All that reporting contributes to providing the “what:” what is happening as a result of my marketing and advertising?

But if you could add why to that what, you can add even more fuel to the growth fire. The why helps you increase the good results you’re getting in the what … and reduce any negative … because it helps you understand why things are working, or not. And that helps you fine-tune future campaigns.

You get the why, in part, via contextual data: everything that’s happening around the what.

That’s where Singular’s Extract tool comes in. It’s an ELT and reverse ETL tool that can pull raw data from almost anywhere: ad networks, app stores, CRMs like Salesforce, organic social platforms, and even your own backend. And it can load that data directly into your data warehouse for analysis.

How does that provide the why? 

New sets of data have just become easily available.

Why marketers need more data (and context)

Maayan put it perfectly:

“The MMP data is just a foundation … ELT fills in the missing context.”

That “beyond the MMP” context includes:

App store data

Beyond downloads and deletions, you can get ratings, reviews, subscriptions, crashes, and acquisition sources. You can also surface the “top-of-funnel” metrics like product-page views, impression counts, and tap-through rates (TTR). 

Plus, Apple’s App Store Connect provides “Product Page Views” and “Impressions,” letting marketers measure the conversion funnel from impression ➜ store view ➜ install. 

All of these signals reveal how effectively your listing converts attention into installs, and where users drop off. Is an increase in app crashes, for instance, correlated with a decrease in monetization? What happens to installs as we get more reviews, and as our star rating changes?

Getting this insight helps you both improve your ads, and improve the experience when people click on them.

Organic social insights

Looking only at paid campaign performance is like reading half a sentence. Organic performance fills in the rest. 

By tracking post engagement, follower growth, and comments across TikTok, Instagram, or Facebook, marketers can spot what resonates with audiences, and then use that insight to steer paid campaigns.  Organic content shows you what people love: paid distribution amplifies it. 

Together, they tell the full story of your brand’s reach and resonance, and provide important insights about what growth tactics to fund next.

Ad network APIs

Singular shows a ton of ad network data, but large platforms often limit how granularly you can pull data. Or which breakdowns you can pull at the same time.

For example, you might get creative-level metrics or geo breakdowns, but not both at once. 

Extract fixes that. It can grab multiple granularities, plus bids, budgets, placements, and timestamps directly from the platform APIs, giving you a far more complete picture. Even if privacy or aggregation rules prevent full user-level joins, you still get rich aggregate-level performance context that helps you optimize campaigns faster and smarter.

Put together, you can see the full picture: not just how many users you acquired, but what they thought, how they engaged, and what really made your metrics move.

And more … much more

There’s so much more you can do for user acquisition and growth campaigns with non-traditional datasets:

• Maybe your app is weather-dependent, like a pollution tracker, so you want to pull in weather forecasts, or forest fire data, or other data that can factor into whether or not you pull the trigger on campaigns, or even automatically start up campaigns
• Maybe you have a sports clothing app, and you want to pull recent data on scoring in specific leagues for specific players on specific teams, which could help you feature recently hot players in your near real-time ads
• Maybe your app is fitness-related, so you want to pull in Apple Health or Strava trend data to understand when people are most active — and launch campaigns just before peak workout times in each region.
• Maybe your app helps people save money or invest, so you pull in stock market volatility, crypto prices, or consumer sentiment data to trigger specific creative or messaging when the markets are heating up (or melting down)
• Maybe you run a travel or events app, so you integrate flight cancellation data, festival calendars, or hotel occupancy rates to adjust bids or swap creatives dynamically when travel demand spikes.
• Maybe your business depends on macro-level conditions, so you bring in economic indicators, fuel prices, or employment data to time ad spend with shifts in disposable income or consumer confidence
• Maybe you run a sports betting or fantasy app, so you pull in injury reports, team rosters, or match odds to push hyper-relevant real-time ads featuring players or matchups that fans are obsessed with right now

The possibilities are virtually endless …

Real-time reaction: pulling data on your own terms

One of the most interesting use cases Maayan mentioned: some marketers are now pulling bid and budget data in near real time to react faster to performance changes: when our bids do this, our results do that …

Others are using Extract to build a change log: a unified view of every campaign adjustment made across networks. That way, they can ensure no optimization decision goes unnoticed or unanalyzed.

That’s serious power. 

It transforms your data warehouse from a dry historical archive into a live situation room for your marketing operations.

Giving the right data to the right teams

Sure, Extract works beautifully with enterprise BI tools and cloud data warehouses like Snowflake or BigQuery. But it can also push directly into a Google Sheet.

So if your CEO just wants to see “daily installs by region” or “App Store revenue by version,” you can automate that report: no SQL, no dashboard logins, no “pulling a report” … just the data that you need, automated, simple, easy.

And it’s not just execs:

• Agency partners can get limited but relevant data … maybe not the full detail for privacy reasons, but enough aggregated performance metrics to see what’s working across channels
• CFOs can get daily cost and revenue summaries automatically refreshed and formatted for easy reconciliation with finance systems
• Creative teams can get their top three performing ad creatives each morning, ranked by installs, engagement, or ROI, so they know what to replicate, remix, or retire

That’s the power of flexibility: the same data can flow into dashboards, databases, or plain old spreadsheets, wherever your people actually work.

It’s the same accessibility whether you’re a massive gaming studio or a lean startup with a part-time analyst.

Integration with Singular: one pipeline to rule them all

Soon, Singular’s user-level ETL will run entirely on Extract. That means MMP users will be able to:

• Move data seamlessly between Singular and Extract
• Blend user-level performance data with app store or social data
• Manage all of it via one login and one data flow

It’s a major step toward a single, flexible growth data stack built around you, not around the limitations of someone else’s schema.

Beyond the MMP: scaling higher

More data doesn’t necessarily mean more noise. It means you’re finally hearing the music beneath the metrics.

And you’re getting the context to understand why campaigns are working 1 day but failing the next. You’re connecting dots that you never had before.

So you’re not just tracking performance anymore. You’re orchestrating it.

That’s engineering growth at a higher level: beyond the MMP.

There’s much more in the full video:

• 0:00 Intro – More data? More growth!
• 1:05 What is Extract?
• 3:00 Why MMP data isn’t enough
• 5:10 App store data: reviews, ratings, revenue
• 7:05 Organic social insights (TikTok, Instagram, Facebook)
• 9:15 Granular ad network data and blind spots
• 12:00 Near real-time bidding and budget data use cases
• 14:30 ETL vs. Extract: what’s the difference?
• 17:20 Flexibility: moving data where you need it
• 20:00 Who’s using Extract: BI teams, marketers & beyond
• 23:00 Getting started – free trial, 1M records/month