Case Study: Curtailing Install Fraud Through Strategic Innovation at Digital Fuel Performance

Digital Fuel  • 

Discover how Digital Fuel Performance is combatting fraud detection in iGaming with cutting-edge technology, safeguarding your marketing investments and driving ROI

Introduction and Background

Digital Fuel Performance (DFP), a front-runner in the iGaming and gambling sectors, harnesses innovative technology and artificial intelligence to tackle industry challenges. Our rapidly growing app marketing team specialising in app media buying demonstrates its level of expertise in our latest case study exploring DFP's approach to a prevalent issue — app-install fraud. Install fraud not only inflates operational costs but also distorts critical marketing metrics, impacting overall campaign effectiveness.

The Challenge

Facing many fraudulent app installations monthly, our client utilised the Appsflyer platform to monitor essential metrics like installations, registrations, and first-time deposits (FTDs). These fraudulent activities not only escalated costs but also jeopardised data integrity, and client trust, necessitating an advanced solution to curb this trend and enhance marketing efficiency.

DFP's Strategic Implementation to Combat Install Fraud

Step 1: Implementing a Dual Tracking System

To tackle the issue of app install fraud, DFP has adopted a sophisticated dual tracking system. This approach integrates data from app stores with insights gathered through a secondary, proprietary Software Development Kit (SDK). The SDK is specially designed to track and verify the authenticity of each installation, ensuring that all installs are legitimate and traceable. By introducing this dual-layer verification, DFP has not only fortified the integrity of installation data but has also markedly improved the reliability of our marketing analytics. This initiative sets a new benchmark in fraud prevention within our sector.

Pre-Implementation Scenario:

Monthly Installs: 1,000,000

Conversion Rate (CVR) to First Time Deposits (FTD): 0.01%, resulting in 10,000 FTDs

Cost Analysis:

Cost per Install: £0.005, total monthly cost for installs: £5K

Total Cost Including FTDs: £53K

Q3 Expenditures:

FTDs: £180K

Appsflyer Costs: £73K

Total Acquisition and Operational Fees: £253K (nearly one-third on Appsflyer alone)

Based on the assumption that 80% of the installs were fraudulent, significant savings were projected by addressing this fraud. With a realistic savings estimate of over 23%, or around £59K for the three-month period, the financial implications are substantial. 

Step 2: Identifying and Eliminating Fraud

Through meticulous data analysis and cross-verification between the two tracking sources, DFP has effectively identified inconsistencies indicative of fraudulent activities. The process initially flagged approximately 30% of installations as suspect, a figure that we have successfully reduced with our enhanced measures.

Post-Implementation Key Statistics:

Detected Fraudulent Installs: Approximately 30% initially, effectively reduced post-implementation.

Cost Savings: Estimated monthly savings of between £30K and £50K 

Step 3: Continuous Monitoring and Optimisation

DFP is committed to ongoing monitoring and optimisation of our tracking systems. This proactive approach allows us to quickly adapt to new fraud patterns and continue reducing the prevalence of fraudulent installs. Our refined processes have consistently maintained low discrepancy levels—around 5% of total installations, a significant reduction from the initial 30%.

Continuous Reduction in Fraud: The ongoing efforts have sustained low levels of fraudulent activities, solidifying the effectiveness of our anti-fraud strategies.

By addressing install fraud through these strategic measures, DFP not only protects its investments but also ensures that our clients receive accurate and dependable analytics, enhancing both trust and value in our services.


DFP's interventions led to a substantial decrease in fraudulent installations, providing significant cost savings and improved data integrity:

  • Reduction in Fraudulent Installs: Fraudulent installs were reduced from 300,000 per month to approximately 50,000, aligning more closely with genuine user activities (estimated error now ~5%).

  • Enhanced Marketing Effectiveness: The accuracy of data post-implementation has improved the effectiveness of the client’s marketing campaigns, enabling better budget allocation and ROI (

  • Average cost per FTD has decreased by X% and marketing ROI has imporved by y%.

Economic Impact

The strategic reduction in install fraud has not only saved the client significant monthly expenses but also restored confidence in the data used for making strategic marketing decisions. These improvements have allowed for more effective resource allocation and enhanced overall marketing ROI.

Final thoughts

DFP's innovative approach to app marketing and specifically in combating app install fraud highlights its leadership and commitment to excellence in digital marketing. By employing advanced technology and continuous optimisation strategies, DFP has effectively countered a critical challenge, enhancing operational efficiency and marketing effectiveness for the client.

Struggling with similar challenges? Contact Digital Fuel Performance today to discover how our customised digital solutions can refine your operations, protect your investments, and enhance your competitive edge.

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