#appfrauddetection

Imagine that you onboard affiliates to market your newly launched app. They commit performance, and you start seeing thousands of new installs overnight. You’re at peace that you’re getting a good return out of your marketing investments.  

But within a few days, the users start uninstalling your app, engagement drops to near zero and you’re at the same spot where you were on Day 1. Are you thinking what went wrong?  

The answer could lie in Incent walls.  

If you are an app marketer, you might relate to this situation.

“You launched an app campaign, on the surface, the metrics look promising, installs are going high, and the campaign performance looks good. But something is still not adding up.

Retention rates are lower than expected. Installs are spiking at odd hours from unfamiliar geographies. Your post-install events don’t reflect real user behavior. Even after constant re-engagement efforts, ROI still falls short, and your reporting starts to lose credibility within the team.

Despite investing heavily in your app campaigns to acquire new users and retain the existing ones, you are not getting the desired results. All this is a sign of a threat — mobile ad fraud.

Mobile ad fraud has evolved far beyond the install stage. Fraudsters now exploit loopholes at every stage of the app marketing funnel.

According to a first party analysis by mFilterIt of 196 campaigns run in 2024, a significant rise was seen in ad fraud in apps at each level of the funnel, highest being at the install stage at 43%, impressions at 20%, clicks at 17%, and events at 35%.

Moreover, app marketers relying on MMPs for fraud detection often fall short in identifying sophisticated and evolving forms of mobile ad fraud across the funnel.

App Fraud Protection in India , UAE , Saudi Arabia , USA.