During the promotion of the game, developers sometimes “buy” bots instead of real installations and clicks. Such fraudulent marketing caused $6.3 billion in damage to the industry last year.
The VentureBeat resource shared the figures. According to the experts of the publication, 58.8% of the surveyed developers faced fake installations and clicks.
Despite the fact that the industry is familiar with the problem, few are fully aware of what marketing fraud is and how it happens. To correct the situation, you need to study the problem. This is the first step. The next step is to carefully look at the data that developers are provided with advertising grids.
The question reads: “Have you ever bought fake users?”. 41.2% answered negatively, 58.8% positively%
For example, if 500-600 clicks are made from one device in the App Store, then there is clearly something wrong with this.
In addition, the resource advises to be wary if the game has thousands of clicks, and the number of installations is ten times less. Or if the majority of clicks come from the target country (for example, the USA), and the real installations are, for example, in Ivory Coast.
Of course, a small error in statistics is inevitable. But it cannot reach 30-40%. VentureBeat advises that advertising networks that have allowed fraudulent installations cannot be used in the future.
Source: VentureBeat