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Anti-Fraud & Brand Safety ← Back to Full Glossary

CTIT (Click-to-Install Time)

Quick Definition

The time elapsed between an ad click and the first app open, used to detect click injection or install hijacking fraud.

Formula / Calculation / Syntax

CTIT = Timestamp(App First Open) - Timestamp(Ad Click Registered)

Click-to-Install Time (CTIT) is a critical distribution metric for anti-fraud validation. If an install occurs within 1-10 seconds of a click, it strongly indicates click injection (an app detected an install in progress and faked a click). Conversely, a flat distribution over days suggests click spamming.

Related Performance Terms & Concepts
Click Injection Click Spamming Ad Fraud MMP Validation

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