Fake installs, also known as fraudulent installations or install fraud, are artificial app downloads and installations that don't represent genuine user interest. These fake installs artificially inflate an app's installation metrics and drain advertising budgets. Fraudsters use various techniques like click farms, headless browsers, and click bots to generate these false installations.
How fake installs work
Fraudsters typically use automated systems to simulate real user behavior. They create virtual devices or use actual device farms to download and install apps repeatedly. This process tricks advertising platforms into thinking real users are responding to ads.
Common types of fake installs
- Bot-driven installs: Automated programs that mass-download apps
- Device farm installs: Physical devices used to download apps repeatedly
- Emulator-based installs: Virtual devices that simulate real smartphones
- Click injection: Fraudsters claim credit for organic installs
- Attribution fraud: Stealing attribution for legitimate installations
Impact on advertising campaigns
Fake installs can severely damage mobile ad fraud campaigns. They waste advertising budgets on non-existent users. They also skew marketing data, making it hard to measure real campaign success.
Advertisers often pay high costs per install (CPI) rates. When fraudsters generate fake installs, they directly steal these advertising dollars. This can quickly drain marketing budgets with zero return on investment.
Detection and prevention
Modern fraud detection systems look for patterns that indicate fake installs. These might include unusual installation speeds or suspicious device characteristics. Many fraud prevention tools also track post-install events to verify user authenticity.
Advertisers can protect themselves by working with trusted ad networks. They should also use fraud detection tools and monitor their install patterns closely. Setting up proper tracking and attribution helps identify suspicious activity early.
Financial impact
The mobile app industry loses billions annually to fake installs. Individual advertisers might lose thousands of dollars before detecting the fraud. This affects both large companies and small businesses trying to grow their mobile presence.
