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Is your organic traffic, your paid campaigns, and all the SEO work you invest in truly delivering the results you expect?  In many cases — no.  And it’s not because the strategy is flawed, it’s because something else is quietly getting in the way.  Behind the dashboards and performance reports, device-level fraud has become one of the biggest hidden blockers of real growth. On the surface, everything looks normal, clicks, traffic and app installs, all seem healthy, yet conversions don’t add up.  This blog breaks down-  What is really happening at the device level  How these patterns impact your affiliate marketing programs   How right ad traffic validation can be a game changer for your affiliate marketing programs  Major Device Fraud Tactics Explained: What’s Really Going Wrong Device fraud happens when dishonest affiliates fake or manipulate device-related information. This helps them carry out fraud in affiliate marketing campaigns while avoiding security checks. Three major device fraud tactics include –  Automated Clicks, Now Powered by Bots and Device Simulators Bots and advanced device simulators imitate human behavior so well that their clicks look completely legitimate on the surface with neat traffic patterns, realistic device IDs, and even believable geolocation signals. They click on ads, install apps, open them, and even perform basic events. But there is no ‘real user’ behind hence no real conversions, only inflated metrics. What looks like healthy traffic is often an illusion generated by automated systems.  Impact – This leads to wasted ad spend, misleading insights, and poor marketing decisions driven by fake traffic instead of real customers.  Unauthorized APKs Dishonest affiliates often create and distribute unauthorized APKs to attract users and once the user installs such APK, it triggers fraudulent actions in the background without any real engagement. Let’s know how illegitimate APKs cause device fraud –  Hidden Clicks and Install Triggers: The modified APK silently fires click or install signals in the background, making it appear as if the user interacted with your affiliate program, even when they didn’t.  Impact – This causes fake installs and compromised user journey, ultimately draining ad budgets and damaging brand integrity.  Device ID Manipulation and Spoofing Fake or recycled device IDs are used to impersonate multiple “new” users. Fraudsters change or spoof device identifiers to give the impression of invalid traffic as real.  Impact – It inflates user volumes and causes brands to pay for fake installs and engagement that never came from real users.  Device farm fraud It happens when fraudsters set up a room full of smartphones sometimes hundreds or thousands and control them either manually or through bots to fake activities through bots like clicks, installs, or app engagement. Because these devices are real phones, the activity looks legitimate, but it’s just a farm of phones pretending to be real users.  Impact – It creates the illusion of real user engagement and in-app activity.  Clear Signs You Are Experiencing Device Fraud  If as a brand, you investigate your campaign metrics, following are the clear signs you can see to spot device fraud –  Abnormal click-to-install times: Installs happen too quickly or too slowly, suggesting fake or automated activity.    The above graph indicates time (in seconds) on the x-axis and install rate on the y-axis. Based on the 7-days analysis, this graph shows the same repeated pattern where install rate peaks during the time window of 60-120 seconds and decreases as the time increases. The CTIT distribution is functioning on the same pattern for 7 consecutive days which cannot be possible in the case of human interaction; hence it’s a clear indication of bot activity.  Same device signatures across affiliates: Multiple partners show traffic from the same devices, a sign of emulators or reused fingerprints.  Too good to be true ratios: If your click-to-install ratio suddenly outperforms your SRNs or shows unusually high numbers, it’s likely not strong performance, its the suspicious activity pretending to be success.  Recycled or clustered IPs: The same IPs show up again and again, pointing to proxy networks or fake device farms.  Zero post-install engagement: Users install but don’t do anything afterward, showing they’re likely not real users.  The Core Problem: Marketers Evaluate on Averages, Not Validation  Many marketers rely on blended or average performance metrics to judge their affiliate program, but averages hide the truth. Strong affiliates mask the poor quality of others, allowing fraud, fake traffic, and low-intent users to slip through unnoticed.  Instead of looking at overall numbers, marketers need to evaluate each affiliate individually, validating their traffic quality, device signals, and conversion behavior. Only then can they clearly see who drives real value and who drains budgets.  End-to-End Ad Traffic Validation That Looks Deeper Than Average  As the tactics of fraudsters are becoming more sophisticated, ad fraud detection tool like mFilterIt’s Valid8 has become a necessity for brands to ensure their affiliate programs deliver right results.   Valid8 performs in-depth analysis of 10+ device parameters at the same time to check user validity by simultaneously covering –  Source-Level Device Transparency Get complete visibility into the devices each traffic source is sending including device IDs, fingerprints, IPs and unusual click patterns so you can clearly differentiate between real users and suspicious device activity.  Detection of Incent-Driven Device Farms Identify clusters of devices that behave the same way, come from the same IP blocks, or show unnatural install pattern through incentives, automation, or simulators.  Device Integrity Verification Evaluate whether a device is genuine by checking indicators such as emulators, simulators or   to check abnormal behavior flows, or mismatched fingerprints, ensuring only trusted devices are counted.  Actionable, Device-Level Reporting Access detailed insights for every device interacting with your campaigns, enabling you to block bad actors, optimize real traffic sources, and take precise actions instead of broad, guess-based decisions.  Conclusion  Device fraud is not always loud and obvious. It makes healthy campaigns appear underwhelming and causing brands to question their own strategies. But once you understand what’s happening at the device level, the picture becomes much clearer. Most marketers don’t have a performance problem; they have a visibility problem.  With the right ad fraud detection tool like Valid8, marketers can move from guessing to knowing and validating every click, every install, every device, and every affiliate.  The right validation can save your ROAS by 30%. Schedule a 1:1 meeting to know more  FAQs  1. What is the most common type of device fraud? The most common type of device fraud is device ID manipulation, where fraudsters continuously fake or rotate mobile device identifiers to make one device appear as hundreds of unique users. This lets them generate fake clicks, installs, and app activity that look legitimate on the surface.   2. How to identify device fraud? You can identify click fraud by looking for red flags such as   High clicks with low conversions