Click is not a Click: Measure the True Value of Your app Campaigns

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" summary

Claim: many installs counted as clicks are actually background or unavoidable interactions because iOS ad units fire tracking events, so post-ATT iOS 14.5 CTRs jump (sometimes reported north of 70%) without matching user intent. Problem sources include SKOverlay and AutoStore rendering and misleading creatives that trap users in endless ad loops, hurting retention despite short-term revenue. Remedies: insist on partner visibility about how clicks are fired, run incrementality tests (use consistent methods like ghost-bid or geo-split across all channels), and use tools that give control and transparent touchpoint attribution.

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" chapters (9)

1. 0:00Introduction
2. 4:32Misleading ad creatives
3. 7:45iOS changes on click measurement
4. 10:36Consequences for users, publishers, marketers
5. 11:50Why behavior persists
6. 13:19Solutions for transparency
7. 16:16Improve campaign measurement
8. 19:38MCO for incrementality testing
9. 20:42Summary and call to action