¶ Session Time (click to conversion time)
The filter blocks conversions when the session time, or CTIT (Click-To-Install Time), falls outside the defined range, either below the minimum or above the maximum value set in the filter settings. Session time refers to the duration between a click and the corresponding install. As such, this filter is applicable only to conversions.
24Metrics distinguishes between Minimum Session Time and Maximum Session Time.
¶ Case: Minimum Session Time
Using an app as example, it should not be possible to install them in under 15 seconds, as the user has to go through all the processes of downloading, installing, and opening to reach this point. Installs with below these minimum values raise fraud flags, as a normal user would not be able to do this at this speed.
This is a definitive and easy-to-reproduce flagging, also on the partner side. Minimum Session Times are often related to Bots and users trying to install the app multiple times.
Argument:
An app install with a minimum session time flagging does not fulfill the basic requirement of the time a user needs from click to download, install, and finally open the app. We have tested the app install process and measured the minimum time to avoid any false positives.
¶ Case: Maximum Session Time
When this time is exceeded, the attribution time from Click to Opening of the app is exceeded. This is a hard limit that we have by default set to 24 hours. A session time exceeding these values means that the set attribution window has been exceeded, and the installation or conversion should not be paid. A long the session time also indicates that the advertising effect between the Click from the Partner and the Install process is low or non-existent. Installs with exceeding Maximum Session times are likely attributed from Organic users. This applies especially to high volume Apps and offers.
Argument:
The agreed CTIT / Attribution Window has been exceeded, and there is no advertising effect. The User would have installed the App as an Organic User regardless, so this install/conversion should not be paid.
¶ Setup
Users can configure the following thresholds:
- Minimum Time
- Maximum Time
Both thresholds can be specified in Days, Hours, Minutes, and Seconds.
Useful Note:
When the CTIT remains within the defined limits but you notice on average that the time tends to be always closer to the minimum value, this could be a sign of low quality due to incentivized traffic. If that is the case and you want to limit the volumes of incentivized traffic, consider using also the Low Session Time Anomaly filter.