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Mobile App Analytics Explained

To get the best out of app promotion it is essential to understand all the key parameters of app analytics and the process of mobile app attribution.


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Discarded Clicks

If you are already promoting our campaigns, you most probably have received a short e-mail informing you about this issue. If you are not, this article will be very useful for you for to understand more about our daily tasks to fight fraud in the mobile industry and increase the quality of the traffic we get for our advertisers.

Geenapp is a very smart-app platform that will detect where a user is coming from and what device he’s using. Also, it will analyze and detect other things, and depending on the sum of these characteristics, it will decide if the user is allowed or not to be redirected to the store.

Who are we dispatching?

The most common of all, country and device. Our campaigns are designed for specific countries and devices, so when a user who’s not a good fit for a certain offer clicks, the platform will discard and not take this users into account.

  • Click Dumping

This is our own term to describe the repeated human or non-human clicks on a particular link or ad, with the intention of inflating click counts, and the decreasing of conversion rates. According to some new research with GigaOM, around 40% of clicks are essentially worthless, creating a conversion rate to install an app from an app store of less than 0.1 percent. Trademob found that 22 percent of clicks are accidental, while 18 percent are fraudulent. We block all this garbage from traffic sources, so you get to see the real data.

click dumping

*Typical click dumper on our collective imagination.


  • Blocked sources

Our quality and anti fraud team analyzes several parameters for all our platform’s incoming traffic. Among all the elements that are constantly verified, are IP addresses and its reputation, hosting and service providers, Proxy and VPN connections. We get alerted when we see suspicious activity, and after carefully investigating the specific origin of it, we will block it definitely from our platform. We can add to this list the device’s reputation, which is also carefully analyzed for all our promotions.

We use our constant learning and advertiser’s feedback to blacklist these sources with irregular promotions. Each campaign running in our platform is a field that allows us to optimize our sources and improve the quality of our traffic.

  • Legacy or Robot traffic

Other things that we block are all clicks coming from a legacy device or search engine robot. A legacy device is an equipment that is outdated, obsolete or no longer in production. This includes all devices that are unsupported or no longer commonly used by most devices and software applications.

old mobile phones

*You won’t be making any profit with these.


  • Device

There is no device information. Or in other words, user is spoofing on our offers. Spoofing is, in general, a fraudulent practice in which communication is sent from an unknown source disguised as a source known to the receiver. For example, a user with a desktop software that allows him to disguise as an iPhone. This technique is commonly used to produce and simulate traffic for offers that in a normal situation would not be available for its device.

  • Desktop traffic

Not under a fraud classification, users who click on the ad from a desktop will not be redirected to the store. These users will be shown a QR code that will allow them to scan with a mobile device and continue with the download and open process.

  • Wall

Also not under a fraud classification, if you are promoting one of our apps and there is no active offer for it at the moment, we will apply you post-settings configuration and discard the click.
We are working hard to make our platform the safest choice for all parties: we help advertisers acquire real users, get higher conversion rates and receive the highest benefit from their investment. Our networks can get their traffic sorted out and cleansed via our platform, as well as knowing better their sources with real-non-inflated statistics, allowing them to redirect or eliminate non profitable users.

If you want to review all your Discarded Traffic, you can check the detailed report we created for you. It’s in your panel, under: Reports -> Discarded menu.
If you have any other doubt about our discarded clicks, contact us and we will gladly answer all your questions.

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Discrepancies between 3rd Party Tracker’s data…

and the stores.

Sometimes there are discrepancies between the tracker’s information and the iTunes App Store or Google Play reports. Don’t freak out, this is what could be happening.

Install Record Date
App Stores record downloads, while trackers record Installations and opens. Also, the time zone is set by the stores, meanwhile in the making of your campaign with the tracker, you get to choose the time zone. This time difference can influence the numbers.


A user downloads candy crush but later on decides not to open it and get addicted to it for life. User deletes the app immediately >>> The stores will register one download, while the tracker wont show any numbers at all.

A user downloads an app but doesn’t get the chance to launch it. He forgets he has it on his mobile until 2 weeks later, while on holidays, opens the app and starts playing >>> The stores will register one download, while the tracker wont show any numbers at all until the user launches the app.

Lucky user gets a new mobile device. He synchronizes the new device with his iTunes or Google Play account and re-install all apps on his previous device >>> The stores will not take this new installations into account, but the tracker will record it as an organic installation.

Installation Uniqueness
App Stores record one install per unique new user, taking into account app uninstalls, users with multiple devices and upgrades. The tracker usually records new users install the app AFTER the SDK has been integrated. Users that have had the app before will be re-counted, as well as re-installations in different devices with different accounts.

A user installs and app he really likes on both: his smartphone and tablet >>> The stores will count only one installation, but the tracker will record 2 different ones.

Please take into account that some stores show unique users, while trackers show unique devices.

Google ads usually has a 72 hour delay in processing 3rd party install notifications, so sometimes the discrepancy between this numbers will be solved after this period of time. Between 10% to 20% of discrepancies happen between Google and the tracker.

SDL Modifications
In some cases these updates will result in discrepancies. Also, shortening your SDK attribution delay may cause your SDK to miss outlying attributions whose referrers are not received during your adjusted delay window. These late attributions will still be reflected in your callbacks and dashboard. This is because adjust still wait for and subsequently attribute all reftag-based clicks regardless of how the length you set your SDK attribution delay.

and Facebook Mobile Ads Dashboard.

Facebook uses a 1-day view with a 28 day lookback window. Trackers only report installations generated during this 28 day period. Also, Facebook Ads Manager shows results taking into account impressions or click-times, instead of installations or conversions, as configured with your tracker.

Keep in mind that trackers do not report ad-view installations on CPI / CPA campaigns.

If you notice a very big discrepancy in numbers do not hesitate to ask your 3rd party tracker, who is the certified authority to determine valid installations, or ask your Geenapp’s account manager.

They will be glad to help you.


Top Countries by Mobile Game Revenues

We analyzed the top countries by mobile game revenues and global CPIs for Android, IPhone and IPad. Besides Geenapp calculator helps to identify CPIs for different markets and the most popular game categories.


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Infographics: CPI in numbers

CPI by Geenapp explains the Cost Per Install (CPI) globally and for different mobile devices in June 2016.


infografia cpi