Click Flooding

Click flooding is a type of mobile ad fraud where fake clicks are generated to claim ad attribution.

Why it matters

Inflates click data, leading to inaccurate attribution.
Diverts ad spend from legitimate sources.

How to measure

Analyze click-to-install time discrepancies.
Monitor unusual spikes in click volume.

Details

Click flooding, also known as click spamming, occurs when fraudulent actors generate a large number of fake clicks to falsely claim credit for app installs. This tactic exploits the last-click attribution model, which rewards the last click before an install. By flooding the system with clicks, fraudsters increase their chances of being attributed with installs they did not drive.

In a mobile context, click flooding can significantly distort marketing data, making it difficult for growth teams to accurately assess the performance of their campaigns. It can also lead to wasted ad spend as budgets are allocated based on inaccurate attribution data.

Examples & formulas

A common scenario involves a fraudster using automated scripts to generate clicks on a wide range of apps, hoping to match any subsequent installs.

Common mistakes

Ignoring click-to-install time anomalies; always investigate unusually short or long times.
Failing to use fraud detection tools; implement solutions that can identify and filter out suspicious activity.