Unity & In-App UA
CTIT
What does CTIT mean?
CTIT (click-to-install time) is the interval between the recorded ad click and the app install. It is the primary fraud signal in in-app user acquisition: honest traffic spreads from minutes to hours, implausibly short times point to click injection, and a flat distribution points to click spamming.
CTIT, click-to-install time, is the interval between the recorded ad click and the install. It is the primary fraud signal in in-app user acquisition because honest traffic has a recognisable distribution, a spread from minutes to hours with a long tail, and manufactured traffic does not.
Two patterns are worth knowing by sight. Implausibly short times point at click injection, where a click is fabricated at the moment an install is already under way, stealing attribution from whoever actually earned it. A flat, featureless distribution points at click spamming, where clicks are sprayed broadly so that organic installs get claimed. Read CTIT together with install-to-registration: a placement where twenty to thirty installs produce no registrations at all, against a working norm nearer four in ten, is a blocklist candidate whatever its CTIT looks like.
In buyer speech
“CTIT on that source is under ten seconds across the board, that is injection, blocklist it today.”