Incentivized traffic — is traffic where users are rewarded for completing a required action.
A person registers, downloads an app, places an order or makes a deposit not because they are interested in the product, but for direct benefit: money, an in-game bonus, a promo code or access to exclusive content.
Where and how it is acquired
Incentivized traffic is usually attracted through special task exchanges (paid-to-click platforms), easy-money channels or game mechanics. Users are directly told: «Install the app and get 50 rubles», «Register on the website and get a promo code», «Top up your balance by $1 — we will return $2».
Why advertisers almost always prohibit incentivized traffic
The goal of any advertiser — is to get a real customer who will continue using the service, buying products or playing.
Users from incentivized traffic behave differently:
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they collect their reward and immediately delete the app or forget about the website;
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they do not make repeat purchases and do not generate profit;
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in the long term, they show zero activity.
For a business, paying for such target actions — is simply wasting the budget. That is why most offers explicitly state: «Incentivized traffic is strictly prohibited».
When incentivized traffic may be allowed
There are rare exceptions when the advertiser specifically orders incentivized traffic:
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Pushing a mobile app to the top: when it is necessary to quickly gain thousands of installs in the App Store or Google Play within 1–2 days so that the algorithms move the app to the top positions in search.
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Boosting ratings and reviews: to increase the visibility and rating of the app listing.
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Stress testing: checking whether the service’s servers can withstand a surge of users.
But even in these cases, boosted activity is ordered under separate, special rates (usually with very low payment per install).
Important: incentivized traffic itself is not fraud. The problem arises when such traffic is sent to an offer that prohibits it, or when someone tries to artificially generate conversions in violation of the advertiser’s terms.
