a) Custom events: For using custom events you need firstly create event on the MAT profile (web service). Go to "Mobile Apps" -> Select your app -> Press "Add Event" button. As result you will see new event with unique Event Id. You should use it in iOS project to track this event:
[MobileAppTracker initializeWithMATAdvertiserId:kMATAdvertiserId MATConversionKey:kMATConversionKey];
[MobileAppTracker setAppleAdvertisingIdentifier:[[ASIdentifierManager sharedManager] advertisingIdentifier]
advertisingTrackingEnabled:[[ASIdentifierManager sharedManager] isAdvertisingTrackingEnabled]];
[MobileAppTracker measureSession];
[MobileAppTracker measureAction:@"EventId"];
Links to documentation:
- http://support.mobileapptracking.com/entries/23745301-iOS-SDK-v3-2-Quick-Start
- http://support.mobileapptracking.com/entries/26861970-Measuring-In-App-Events-with-the-SDK#usage
b) Publishers: You need use publishers if you use third parties companies for your app marketing. One company or site is one publisher. Then you could you MAT statistics to calculate publisher effectiveness or any other parameters.