What types of data do Mobile Measurement Partners typically collect?

Mobile Measurement Partners (MMPs) play a vital role in the mobile advertising ecosystem by tracking and analyzing various performance metrics to help businesses measure the effectiveness of their marketing efforts. The correct answer highlights the comprehensive range of data that MMPs typically focus on.

MMPs collect detailed data regarding clicks, installs, user engagement, and revenue. This information is crucial for advertisers as it helps them understand the effectiveness of their campaigns. By analyzing this data, brands can identify which advertising strategies are driving installs and maximizing user engagement and revenue. This insight enables advertisers to optimize their spending and improve return on investment.

Other options provided do not reflect the comprehensive functionality of MMPs. For example, solely focusing on customer feedback or traditional surveys would not capture the detailed quantitative metrics MMPs gather, such as the performance of ad campaigns in real-time. Additionally, while video consumption metrics may be pertinent in some contexts, they do not encompass the full suite of data MMPs typically provide. Hence, understanding clicks, installs, engagement, and revenue forms the core of the valuable insights MMPs are designed to track.