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 st

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.