wall.click
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Industry Verticals

Mobile App Providers

Defense against app install fraud.

Mobile app marketing typically runs on high cost-per-install (CPI) — $1-15 on average and up to $50 in some verticals (gaming, fintech). Those high budgets make mobile UA the primary target of the install fraud ecosystem. Fraudsters use click injection, click flooding, SDK spoofing, emulator installs and device farms to steal attribution signals and get paid in your place.

wall.click works alongside your existing MMP setup (AppsFlyer, Adjust, Branch, Singular). It ingests raw click signals, runs fraud detection and prevents attribution to fake installs — giving you a correct CPI and LTV picture.

What you gain

What you get with this solution

Install-fraud detection

Catch the click signal before a fake install and prevent attribution.

Device fingerprinting

Detect emulators, jailbroken devices, rooted Android and farm devices.

Click-flooding protection

Defense against last-click attribution theft via massive fake-click waves.

MMP integration

Compatible with Adjust, AppsFlyer, Branch and Singular; plugs into your existing attribution setup.

SDK-spoofing detection

Catch attacks from modified SDKs sending fake install events.

Real-time monitoring

Live fraud dashboard; hourly install-quality report, CPI impact view.

Problem

Anatomy of the mobile install fraud ecosystem

Mobile install fraud is one of the most sophisticated and harmful flavours of digital ad fraud. AppsFlyer's 2024 report estimates that 9-13% of all mobile installs are fraudulent; in gaming that figure reaches 20%.

Fraud types you face

  • Click injection: injects a fake click during install to steal last-click attribution
  • Click flooding: sends millions of random clicks to claim credit for organic installs
  • SDK spoofing: sends fake install and conversion events (no real install exists)
  • Emulator install: automated install scripts on Android emulators
  • Device farm: install operations run by human operators on hundreds of real devices
  • Bot install: fully automated install script, no real usage
  • Incentivized fraud: paying users to install, producing low-quality UA

Impact

The real cost of fraudulent installs

11%

Mobile install fraud rate

AppsFlyer State of Mobile Fraud 2024

$23M

Daily global mobile fraud loss

Juniper Research, 2024

37%

Cleaner LTV forecast

Average across wall.click mobile customers

Fake installs don't just inflate your CPI; they corrupt LTV calculations, retention metrics and paid-UA budget planning. Every budget increase based on wrong metrics sends more money to the fraudster.

Method

wall.click + MMP integration architecture

  1. 1

    Pull raw click and install data from your MMP

    AppsFlyer Raw Data Reports, Adjust S2S API, Branch Postback. Real-time or batched.
  2. 2

    wall.click fraud detection engine

    Click-to-install time, IP reputation, device fingerprint, SDK signature validation. 30+ signals in parallel.
  3. 3

    Flag fraudulent and suspect installs

    Each install gets a risk score; those above the threshold are tagged "suspected fraud".
  4. 4

    Signal back to your MMP

    S2S postbacks to your MMP; fake installs are deducted from attribution.
  5. 5

    Notify the ad network

    Suspect publishers are reported to Google Ads/Meta; budget is redirected to clean publishers.

Practice

Mobile ad network support

Google App Campaigns (UAC)

Click-to-install data feeds fraud detection; auto-add to the Google Ads negative publisher list.

Meta App Ads (FB and IG)

Fraud signals sent back via Meta CAPI; filter out poor-performing publishers.

TikTok Ads

TikTok Events API integration; install-quality feedback.

Apple Search Ads

Fraud detection for iOS installs; SKAdNetwork-compatible reporting.

Programmatic SSP

Compatible with major SSPs like AppLovin, ironSource, Unity Ads, Vungle.

Custom UA tracker

Direct REST API integration with your own tracker.

FAQ

Frequently asked questions

My MMP already detects fraud — why a separate tool?
In-MMP solutions like AppsFlyer Protect360 are good but not independent; they run on the same data. wall.click adds an independent second opinion and catches an extra 15–20% of fake installs the MMP misses.
How do you work in the iOS 14.5+ ATT era?
SKAdNetwork-compatible, works without IDFA. We use behavioral signals and aggregation-based detection.
Do I have to change my current SDK?
No. wall.click reads data through the MMP; no additional SDK is required in your app.
Do I avoid paying for suspect installs?
Depends on your contract with the ad network. Most MMPs automatically deduct fraudulent installs from attribution.
Which game category sees the biggest impact?
Casual, hyper-casual and mid-core games have high fraud rates; we typically catch 25–40% install fraud in these.

Related solutions

Fraud Types

Bot Traffic

Fraud Types

Advanced Fraud

Features

Ad Performance & Analytics

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