A fake install is a mobile ad fraud tactic. It’s accomplished by fraudsters who use device emulation software in virtualized environments to fake installs.
The aim is to claim advertising revenue. Fake installs defraud everyone along the advertising chain - taking money away from advertisers, publishers and networks.
Why Are Fake Installs Important?
Fake installs introduce fake or misleading data into the marketing funnel.
This can cause significant problems for advertisers. For example, fake installs will register as users who have gone inactive after they’ve completed the install (or reached the post-install quality goal).
Fake installs are a type of mobile ad fraud in which fraudsters use device emulation software in virtualized environments (typically on server hardware) to simulate app installations. The primary goal of this fraudulent activity is to claim advertising revenue by falsely attributing these fake installs to legitimate marketing campaigns. This tactic defrauds advertisers, publishers, and ad networks by siphoning off marketing budgets and introducing misleading data into the advertising ecosystem.
How can fake installs be detected and prevented?
Detecting and preventing fake installs requires a multi-layered approach. Advertisers can use fraud detection tools that analyze patterns in install data, such as abnormal install rates, suspicious device behavior, or inconsistencies in attribution timestamps. Machine learning algorithms can also help identify anomalies in user engagement post-install.
Additionally, implementing strict attribution rules—such as requiring post-install events (e.g., app opens or in-app actions) before crediting an install—can reduce the risk. Working with reputable ad networks and partners who prioritize fraud prevention is also essential. Regularly auditing campaign data and staying informed about emerging fraud tactics can further mitigate the impact of fake installs.
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