Click to install time (CTIT)

Click to install time (CTIT) is the marketing equivalent of waiting for water to boil; it's the agonizing yet oh-so-critical moment between when someone clicks on your app's ad and when they're actually enlightened enough to install it. It's like the cosmic pause where customers contemplate their life choices with your app teetering on the existential edge of their digital lives. So, the shorter, the better, because patience is rare and unicorn-like in the attention span wasteland of the internet.

Click to Install Time (CTIT) is a metric used in mobile app marketing to measure the time elapsed between a user clicking on an advertisement and the subsequent installation of the app. This metric is crucial for identifying fraudulent activities such as click spamming or click injection, where malicious actors exploit attribution systems to claim undue credit for app installs. A typical CTIT can vary depending on user demographics and app size, but unusually short or long times generally indicate potential fraud issues. Analyzing CTIT helps marketers optimize their ad spend by ensuring that the attributed installs are genuinely driven by their promotional efforts.