What is click to install time (CTIT)?

CTIT is an abbreviation of click to install time, which is the measurement of time from the moment a user clicks on an ad to when the relevant app has been opened for the first time.

It’s important to note that when discussing mobile analytics, “install” usually refers to the first time an app is opened. This is because measurement SDKs can’t measure installs sooner than this point. The SDK code can’t run until the app is opened for the first time, so this will be when an install is registered.

CTIT is a critical metric for identifying two prevalent types of ad fraud: click injection and click spamming. Analyzing CTIT allows marketers to protect ad budgets and optimize strategies with more reliable data.

Click injection targets Android devices and relies on "install broadcasts," system signals that indicate an app is being installed. Fraudsters use apps to listen for these broadcasts, then inject a click just before the installation completes, effectively hijacking the attribution. This technique results in a very short CTIT—typically within 3-10 seconds—signaling fraudulent attribution. Click injection diverts ad budgets by attributing organic or legitimate installs to fraudulent clicks, often misleading advertisers into overspending on ineffective channels.

Click spamming occurs when fraudsters generate fake clicks on behalf of users who did not engage with an ad. This can involve invisible or background clicks on mobile web pages, impressions that register as clicks, or apps running 24/7 in the background generating clicks. Click spamming creates a continuous stream of irrelevant clicks, leading to a flat or dispersed CTIT distribution that lacks the natural clustering of genuine clicks and installs. This skews metrics by inflating click to install ratios, causing advertisers to mistakenly attribute organic installs to paid sources and potentially misallocate their ad spend.

Beyond fraud detection, CTIT analysis helps marketers optimize campaigns and enhance user experience. Marketers can refine ad placements and targeting by identifying channels with ideal CTIT distributions. Additionally, CTIT data reveals delays in the user journey, such as slow downloads or complex registrations, enabling brands to streamline the install process for a smoother experience.

Learn more about mobile ad fraud and prevention.

Several factors influence CTIT, and analyzing these can provide insights for improving campaign performance.

• App download size: Larger apps take more time to download, directly increasing CTIT. This is particularly the case in regions with slower network speeds, where downloading a large app can significantly delay the first app open after the ad click.
• Network speed: Slow internet speeds, especially on mobile networks, extend the time needed for downloading and installing apps. Network issues or low bandwidth can lead to increased CTIT, particularly where users experience inconsistent or limited connectivity.
• Device performance: Older or lower-performing devices may take longer to complete installations, especially if storage is limited or processing speeds are slower. 
• Ad appeal and targeting: The effectiveness and relevance of an ad influences how quickly a user engages and completes the install. Highly targeted, appealing ads prompt immediate action from users, potentially shortening CTIT, while less relevant ads may lead to hesitation.

Adjust offers a comprehensive suite of tools to optimize CTIT, prevent ad fraud, and enhance user experience. With Adjust’s Fraud Prevention Suite, brands can protect ad spend and data accuracy by blocking common fraud tactics like click injection and click spam, which distort CTIT. Adjust’s real-time click injection filter prevents attribution theft, safeguarding budgets and data integrity.

Adjust also supports campaign optimization through Pulse Smart Alerts, which are customizable notifications that allow marketers to monitor fraud indicators and key CTIT metrics. For example, marketers can set alerts for rejected installs, suspicious click patterns, or abnormal cost per install (CPI) trends, ensuring teams can quickly address issues impacting CTIT and campaign performance. This streamlines ad placements and optimizes the user journey.

Optimize your campaign’s CTIT and stay ahead of ad fraud with Adjust. Request a demo today!