#fakeinstalls

Bot traffic is taking up more than half of the internet traffic. Out of which, 37% of the traffic is driven by bad bots. (Source: Imperva)

And this bot traffic is beyond just inflated activity.  

Sophisticated ad fraud techniques penetrate the funnel, impacting not just analytics but end goals like sign-up, purchase, etc.  

They can bypass basic ad fraud detection methods easily, mimicking human-like behaviour. It skews the data, further impacting decision-making, conversion rates, and retention across mobile and web campaigns. 

One of the common pain points our clients have expressed is that their number of installs doesn’t match the number of conversions. They see a high volume of installs happening, but this doesn’t convert into outcomes.

There is not just one reason behind an unusual spike in installs. It can be bots, or something more advanced which a human eye might miss easily. In one of a recent campaign data we evaluated, we observed that a new and unusual technique is used to hide invalid traffic driving fake app installs from Android mobile versions.