With hundreds of mobile ad networks available, choosing the right partners is critical. The wrong network can waste budget on fraud or low-quality traffic, while the right partners drive efficient, scalable growth.
Evaluation Framework
Key Criteria
- Traffic Quality: Fraud rates, retention metrics
- Scale: Available inventory in target geos
- Targeting: Audience and contextual options
- Pricing: Model flexibility, minimums
- Support: Account management quality
🎯 Quality Over Quantity
Most successful advertisers work with 5-10 core networks that deliver 80%+ of volume. Adding more networks rarely improves results—it just spreads budget too thin.
Network Categories
Self-Attributing Networks (SANs)
- Meta (Facebook/Instagram)
- Google (Search, YouTube, Display)
- TikTok
- Snap
- Apple Search Ads
DSPs and Programmatic
- The Trade Desk
- Moloco
- Liftoff
- AppLovin
Mobile-First Networks
- Unity Ads
- ironSource
- Vungle
- AdColony
Due Diligence Process
- Request case studies for similar apps
- Ask about fraud prevention measures
- Understand pricing model and minimums
- Evaluate reporting and integration
- Run small-scale test (1-2 weeks)
- Analyze quality metrics, not just volume
"Any network can send installs. The question is whether those installs become engaged, paying users. Always evaluate on downstream metrics."
Red Flags to Watch
- Unusually low CPIs with no explanation
- Reluctance to share traffic sources
- No fraud prevention discussion
- Pressure to sign long contracts quickly
- Poor D1/D7 retention vs. other sources
Test Structure
Pilot Campaign Setup
- Duration: 2 weeks minimum
- Budget: $5-10K per network
- Geos: Your top 2-3 markets
- Creative: Use proven winners
Success Metrics
- D1 and D7 retention
- Early engagement events
- Fraud indicators (CTIT, device metrics)
- D7 ROAS if measurable
ClicksFlyer Quality Commitment
We provide transparent traffic with verified quality metrics and comprehensive fraud prevention.
Learn MoreOngoing Management
- Monthly performance reviews
- Quarterly deep-dive analysis
- Regular creative refreshes
- Continuous fraud monitoring
Network selection is not a one-time decision. Continuously evaluate performance, test new partners, and don't hesitate to cut underperformers. Your network mix should evolve as your app and the market change.