Raw Data
Unprocessed, unfiltered data collected from user interactions, such as app installs, clicks, in-app events, or ad impressions. MMPs provide raw data exports for deep analysis.
What raw data means
Raw data refers to unprocessed, unfiltered information collected directly from user interactions with an app, website, or digital campaign. It captures every event exactly as it occurs, preserving the full context and detail of user behavior. Examples of raw data include app installs, ad clicks, in-app actions, sessions, ad impressions, purchase events, and navigation paths. Unlike aggregated reports or summarized dashboards, raw data is not transformed, filtered, or interpreted, allowing analysts to work with the most granular and authentic source of information.
The role of raw data in MMP reporting
Mobile Measurement Partners provide raw data exports to give advertisers and analysts full transparency into campaign performance. This data is typically delivered via dashboards, APIs, or scheduled exports and allows teams to build custom attribution models, validate reporting accuracy, and perform deep behavioral analysis beyond standard metrics.
Why raw data is critical for advanced analysis
Raw data is a foundation for advanced analytics and data-driven decision-making. Its granular nature allows marketers and analysts to uncover insights that aggregated reports may obscure. Key benefits include:
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Fraud detection: identifying anomalies, invalid clicks, or suspicious activity that might skew performance metrics
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Behavioral analysis: understanding user engagement patterns, session flow, and feature usage at the individual level
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Custom attribution modeling: developing tailored models that better reflect multi-touch user journeys
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Campaign validation: comparing reported metrics against the underlying raw events to ensure accuracy
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Cross-platform analysis: combining raw data from multiple sources to create a unified view of marketing performance
For companies with complex acquisition strategies, multiple marketing channels, or a high volume of in-app events, raw data provides the transparency, reliability, and flexibility needed to optimize campaigns effectively and sustain long-term growth.