CTIT (Click To Install Time) measures how long it takes from when a user clicks on an app installation ad until they complete installing the app. This metric helps identify potential click fraud and invalid traffic patterns in mobile app advertising campaigns.
Why CTIT matters for fraud detection
Abnormal CTIT patterns often indicate fraudulent activity. Real users typically take a predictable amount of time to complete an app installation after clicking an ad. If installations happen too quickly or too slowly, it may signal bot traffic or click manipulation.
For example, if an installation happens within 1-2 seconds of a click, it's likely fraudulent since users need more time to go through the normal installation process.
Normal CTIT ranges
Legitimate CTIT usually falls within these ranges:
- iOS apps: 10-30 seconds average
- Android apps: 15-45 seconds average
- Larger apps: Up to 2-3 minutes depending on size
Red flags in CTIT patterns
Several CTIT patterns should trigger ad fraud alerts:
- Instant installations (under 5 seconds)
- Identical CTIT across multiple installations
- CTIT that's impossibly fast given app size
- Large clusters of installations with the exact same CTIT
Using CTIT for fraud prevention
Monitoring CTIT helps protect advertising budgets from fraud. Set up automated alerts for suspicious patterns. Block traffic sources that consistently show abnormal CTIT.
Compare CTIT across different traffic sources and ad verification networks. This helps identify which partners deliver genuine users versus suspicious traffic. Always analyze CTIT alongside other fraud indicators for the most accurate detection.
