[lincolnq]

Hang on though, in the linked thread they said that the fraud was incurred at the point of real users signing up for uber -- when they type uber into the app store search (e.g. an organic install), the ad network fraudulently takes credit for it at that point. So "enough analytics/logging" would not do the trick here - I think they would have noticed if a certain type of ad wasn't leading to trips, as you are pointing at.