{"id":17913,"date":"2018-12-18T21:19:15","date_gmt":"2018-12-19T05:19:15","guid":{"rendered":"https:\/\/www.kochava.com\/?p=17913"},"modified":"2022-08-18T15:00:59","modified_gmt":"2022-08-18T22:00:59","slug":"how-many-clicks-does-it-take-to-get-an-install-correlation-and-why-clicks-matter","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/how-many-clicks-does-it-take-to-get-an-install-correlation-and-why-clicks-matter\/","title":{"rendered":"How Many Clicks Does it Take to get an Install? Correlation and Why Clicks Matter"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][image_with_animation image_url=”17915″ animation=”None” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][\/vc_column_inner][\/vc_row_inner][vc_column_text]How many clicks should it take to drive an app install? Should it take 100? 500? 1,000? 1,000,000?\r\n\r\nBefore answering, let\u2019s define what a \u201cclick\u201d means. In marketing, a click represents a mobile user seeing an ad and being interested enough to show their intent to convert by tapping on that ad. The click sends them to the app store where they can install.\r\n\r\nIf intent is what a click represents, then we should never see a media partner or publisher sending thousands or millions of clicks that result in only 1 or 2 installs. It\u2019s implausible that 1,000,000 real people clicked on an ad but then 999,999 of them abandoned their interest once they reached the app store, leaving only one real install. And yet, all too often, we see these unreasonably high CTI (click to install) ratios.\r\n\r\nThe number of clicks matters because you want to see results based on the actions of real users, and you want to know if there are fraudulent clicks muddying your traffic. If you\u2019re only focused on installs, you\u2019re blind to click flooding which leads to misattribution or the stealing of organic installs.\r\n

Clicks should correlate with installs<\/h4>\r\nMobile marketing is a cause-and-effect strategy game. When a media partner drives up click volume, we expect to see a similar rise in conversions. This is good correlation\u2014the strength of the causal relationship between clicks and installs (top image). If we see major peaks and valleys in a partner\u2019s click volume, but no impact on the conversion trend line, correlation is weak or absent (bottom image).\r\n\r\n\"Install\r\n\r\n\"Install\r\n\r\nHaving a weak correlation indicates a problem that should arouse suspicion. Unfortunately, as a measurement provider, Kochava regularly records a CTI ratio of 1000:1 from media partners, which is unrealistic (and we\u2019ve seen beyond that!).\r\n

The myth of CPI is that clicks don\u2019t matter<\/h4>\r\nThere is a common misconception in marketing that if a marketer is paying on a cost per install (CPI) price model, the number of clicks isn\u2019t important, only the final outcome of those clicks (i.e., the install count) is important.\r\n\r\nLet\u2019s say partners A and B both drove 1,000 install conversions. Partner A delivered 1,000 installs by driving 10,000 clicks (a CTI ratio of 10:1). Partner B drove 1,000,000 clicks to deliver the same number of installs (a CTI ratio of 1,000:1). Should partner A and B be considered equally successful in their campaign execution because their CPI outcome was the same? Or should the question be, why did it take partner B 100x the click volume to deliver the same amount of installs as partner A?\r\n\r\nBy ignoring the CTI rate, marketers are frequently paying the wrong partners. It also means that organics are likely being stolen\/misattributed, which translates into marketers paying for installs that their brand equity\u2014not their paid advertising\u2014drove.\r\n\r\nAdditionally, not removing fraud from campaigns means that return on investment is skewed, and marketers are basing their decisions on erroneous data. The most likely cause for having a misaligned correlation is\u00a0click flooding<\/a>\u2014when publishers send fake clicks to win attribution.\r\n\r\nSmart marketers can protect themselves by:\r\n