Voluum Documentation

(Beta version) Time-To-Install Metrics

Voluum TRK Anti-Fraud Kit MTTI

Time-To-Install metrics focus on the time it took a visitor to convert after clicking an advertisement. Common uses cases include tracking app install times or eventually a conversion time for subscription-based offers. Information about a successful app installation is sent on the first app launch.

Time-To-Install show you two types of information:

  • Mean Time To Install: Mean time between impression and installation, i. e. how much time, on average, a visitor is considering taking your offer.

  • Time to Install ranges: Number of app installs that have occurred below the Low Time-To-Install (TTI), between the Low and the High TTI, and above the High (TTI) set thresholds.

This information is available all the time. You can create reports, drill-down into your data to see any variations in the TTI values.

Why Would You Need Time-To-Install Metrics?

There are two aspects of measuring how much time it takes an average visitor to install an app. Both of them are related to identifying potentially unwanted traffic. The first aspect regards to an unusually short install time. Bots usually react much quicker than an average human would, so high numbers of app installs below the Low TTI threshold might indicate a large quantity of non-human traffic. The second aspect regards the distribution of the number of visits and clicks over time. Normal visitors react after a certain time, but still while being influenced by your advertisement. Flat, evenly distributed app installs might also point to bots being responsible for those installs.

Additionally, you can use MTTI value to learn about your audiences. Knowing how much time it takes an average user to convert might help you tailor your message to the time window that visitor has. This includes shortening your text on a landing page in order to not to deter fast-paced users or elaborating more for users that have more time to think about taking your offer.

Turning on Time-To-Install Metrics Columns

The MTTI feature is a part of the Anti-Fraud Kit. Refer to your pricing plan details to know if you have this feature enabled on your account.

The MTTI values are shown in three separate columns in all global and specific report views. If you do not see those columns, perform the following steps:

  1. In Voluum, click the pasted_image_0__4_.png icon on the right side of the screen.

  2. Tick checkboxes next to the Low TTIOptimal TTIHigh TTI and MTTI options in the drop-down menu.

  3. Click the Apply button.


The columns are now visible:

Using the Time-To-Install Metrics

Once you enable TTI columns in Voluum, you can learn about the distribution of app installations over time. If you want to know more what you can learn with TTI metrics, read the (Beta version) Best Practices article.

Configuring Tim-To-Install Metrics

You can set custom TTI thresholds that will be used to categorize app installations in the Anti-Fraud Console view. To learn more how to use it, read the (Beta version ) Anti-Fraud Console article.


Voluum Note: Changing TTI threshold causes that the incoming traffic characteristics to be checked against newly set thresholds. Past TTI values will NOT be recalculated with those newly set thresholds. Keep that in mind while analyzing variations of TTI values over time. Read the (Beta version) Changing Metric Settings article to learn more.

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