What is a device emulator?

A device emulator is a program or device that enables a computer system to behave like another device. An emulator essentially allows one computer system, aka “the host,” to imitate the functions of another, aka “the guest”. With the help of an emulator, a host system can run software and programs, which are designed for the guest system. The result is an emulated device, also known as a simulated device, which is often (but not exclusively) a non-mobile device that is mimicking the functionality of a mobile device. 

This system is used by developers to test the functionality of their apps, but can also be abused by fraudsters to attempt to steal marketers’ ad spend.

Emulated devices are used for many purposes, both positive and negative, because they are relevant to both innovation and fraudulent manipulation. On one side, they help developers build, test, and improve apps more efficiently. On the other, they are a foundational tool for fraudsters attempting to manipulate attribution and siphon ad spend.

This dual-use nature makes device emulators a key concept in both app development and mobile measurement.

For developers, emulated devices are primarily a testing and development tool. They make it possible to test apps across multiple operating systems, device models, and screen sizes without owning every physical device.

An emulator allows developers to understand how an app behaves on different versions of iOS and Android, across various manufacturers and configurations. This helps surface bugs, performance issues, and UX inconsistencies early in the development cycle.

Emulated devices also make regression testing more efficient. When new features are added or updates are released, developers can quickly verify that existing functionality still works as expected across a wide range of environments. This reduces development costs and speeds up release cycles, especially for teams working across multiple platforms. 

In short, emulators help developers build better apps faster, with fewer hardware constraints.

While developers use emulators for quality and efficiency, fraudsters use them for scale and automation.

Emulated devices can be programmed to perform repetitive, automated actions such as clicking ads, downloading apps, or triggering in-app events. Because these actions mimic real user behavior, they can be difficult to detect without advanced fraud prevention.

Fraudsters often deploy thousands of emulated devices simultaneously, generating large volumes of fake installs and post-install activity. These installs are then attributed to paid campaigns, leading marketers to pay for users who do not exist.

This type of fraud commonly underpins tactics such as fake installs, click injection, and click spam. Emulators allow fraudsters to control every aspect of the device environment, from OS version to device model, making the traffic appear diverse and legitimate.

Most large-scale emulator-based fraud operations run out of data centers. These environments provide the power, bandwidth, and infrastructure needed to operate thousands of simulated devices at once.

To further obscure their activity, fraudsters often pair emulated devices with VPNs or Tor to spoof IP addresses and geolocation. This allows installs to appear as though they are coming from different regions, even though the activity originates from a single physical location.

Despite these tactics, data center traffic often leaves detectable signals. IP ranges, behavioral patterns, and technical inconsistencies can all indicate emulator-driven fraud. When identified, this traffic can be blocked before it impacts attribution or billing.

For marketers, emulated devices represent a direct threat to campaign performance and data integrity. Fraudulent installs inflate acquisition numbers, distort KPIs, and mislead optimization decisions. Over time, this leads to wasted budget and unreliable insights.

Because emulator-driven fraud often operates at scale, its financial impact can be significant. Without proper detection, it can quietly consume a large share of ad spend while appearing to perform well on the surface.

This is why understanding device emulators is not just a technical concern, but a strategic one for growth, UA, and performance marketing teams.

Adjust identifies and mitigates emulator-driven fraud by analyzing device signals, behavioral patterns, and infrastructure-level indicators. By distinguishing real devices from emulated ones, Adjust can reject fraudulent clicks and installs before they are attributed.

This protects marketing budgets, preserves clean data, and ensures performance insights are based on real user activity. Emulator detection also supports broader fraud prevention strategies, helping marketers defend against related tactics like fake installs and click injection.

To see how this works in practice, explore Adjust’s Fraud Prevention Suite or request a demo to learn first-hand how adjust can grow your app business.