Fake Installs

Fake installs refer to fraudulent app installations that are artificially generated to manipulate app metrics.

Why it matters

Distorts app performance metrics.
Leads to wasted marketing budgets.

How to measure

Analyze install patterns and discrepancies.
Monitor over short and long time frames.

Details

Fake installs are a common form of mobile ad fraud where app installations are simulated to inflate app performance metrics. This can be achieved through automated scripts, emulated devices, or even organized networks of real users. For mobile engineers and growth teams, detecting fake installs is crucial to maintain the integrity of app analytics and ensure marketing budgets are effectively utilized. Identifying patterns such as sudden spikes in installs from specific geolocations or devices can help in detecting fraudulent activity.

To combat fake installs, it's essential to work with reliable Mobile Measurement Partners (MMPs) and employ advanced fraud detection tools. These tools can help in identifying anomalies and filtering out non-genuine installs, thereby providing a clearer picture of actual app performance.

Examples & formulas

A common scenario involves a sudden increase in installs from a single IP address or device type, which may indicate automated scripts generating fake installs.

Common mistakes

Ignoring install anomalies, which can lead to skewed data.
Relying solely on basic analytics without fraud detection tools.