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Picture this: The marketing team proudly delivers a new batch of leads, convinced that these prospects are primed for conversion. Meanwhile, the call center team rolls its eyes once again, they’re fielding complaints from uninterested or unqualified contacts. Frustration rises, fingers are pointed, and the age-old question resurfaces: Who’s responsible when leads don’t convert—marketing or the call center?  This debate often boils down to one critical issue: junk leads. While the marketing team may generate impressive volumes of leads, not all are created equal. Junk leads—those unqualified, uninterested, or even fraudulent frequently sneak into the funnel, wasting time, resources, and ultimately, opportunities for both teams. In this article, we explore the “real reason” behind this endless marketing vs. call center debate, emphasizing how a continuous filtering system can align both teams, save time, and improve results.  The Junk Lead Challenge: Why Leads Aren’t Always What They Seem  On the surface, a lead might appear promising. It might tick the right boxes in terms of basic demographics or initial engagement. However, a closer look reveals that not all leads are created equal. Junk leads are often generated through non-intent-driven clicks impertinent, low-quality traffic sources, or unverified information. These leads lack genuine interest and intent to buy, leading to a series of issues that drive the marketing and call center divide:  Marketing’s Perspective: “We Hit Our Numbers”  Marketing’s goal is often centered on generating high lead volumes. Performance is measured by metrics like click-through rates, form submissions, and lead counts, creating pressure to hit targets. However, these numbers can sometimes reflect quantity over quality, as invalid clicks and junk leads skew results.  Call Center’s Perspective: “We’re Wasting Our Time”  The call center team deals with these leads firsthand, engaging in time-consuming follow-ups only to find disinterested, unreachable, or unqualified contacts. For call center agents, these engagements lead to burnout and frustration, impacting their morale and effectiveness.  This disconnects between the two teams not only impacts productivity but also consumes valuable resources. For a business focused on conversion and growth, the junk lead issue becomes a costly barrier, resulting in wasted time, reduced efficiency, and strained internal relationships across departments.  The Hidden Impact of Junk Leads  Junk leads are more than just data in the CRM; they create a cycle of wasted efforts for both teams:  -Lost Time on Unproductive Calls: Call center agents spend precious time on leads that lack any genuine interest in the product, draining their morale and productivity. It’s frustrating for agents to encounter frequent rejections, impacting their motivation and performance.  -Strain on Marketing Resources: For marketing, the push for high numbers of leads can come at the expense of quality. Campaigns are evaluated on how many leads they generate, even if many are unlikely to convert. This can lead to a misplaced focus on quantity over quality, which ultimately fails both teams.  -Unmet Conversion Goals: For both marketing and the call center, junk leads directly affect the bottom line. Marketing sees low ROI on its campaigns, and the call center fails to hit conversion targets. In the end, this hurts the business by diverting resources from potential sales opportunities to unqualified leads.  Focus on Lead Quality Over Lead Quantity  To resolve the marketing-call center debate, it’s essential to shift the focus from sheer lead volume to lead quality. By implementing more rigorous lead qualification and filtering practices, companies can prevent junk leads from clogging the sales pipeline. Here’s how:  –Establish Clear Lead Qualification Criteria The first step in aligning both teams is to set clear standards for what defines a “qualified lead.” This could include factors like purchase intent, behavior on the site, engagement with marketing content, and demographic relevance. By standardizing these criteria, marketing can better identify high-potential leads before they’re sent to the call center, ensuring agents aren’t left cold-calling uninterested contacts.   -Leverage Behavioral Data for Better Lead Insights  With digital tools, marketing can capture and analyze data on each lead’s behavior—such as time spent on key pages, interaction with offers, and responses to email campaigns. Leads showing high levels of engagement signal a stronger interest and are more likely to convert. Sharing this behavioral data with the call center gives agents deeper context, helping them prioritize leads more effectively.  -Segment and Score Leads Before Hand-Off  Segmentation and lead scoring can transform a CRM from a dumping ground of all leads into a well-organized system that prioritizes quality over quantity. With segmentation, marketing can assign different levels of interest to leads, grouping them by their likelihood to convert based on factors like recent interactions, browsing patterns, and demographic fit. Lead scoring, on the other hand, uses these criteria to rate each lead’s conversion potential, making it clear which leads warrant follow-up.  –Optimize Follow-Up Process for Different Lead Types  Once leads have been segmented, the call center can adjust its follow-up process based on each group’s engagement level. For instance, leads with high engagement scores can be prioritized for immediate, frequent follow-ups, while lower-scoring leads might benefit from a more gradual approach or even additional nurturing from marketing before being passed to sales. This ensures that agents are spending their time where it’s most likely to yield results.  -Implement Continuous Feedback Loops  To maintain alignment, marketing and the call center need open lines of communication. A continuous feedback loop allows the call center to provide insights on lead quality back to marketing, helping refine future campaigns. Over time, this feedback can guide marketing’s strategies to target more qualified leads, improving the overall quality of leads entering the funnel.  How mFilterIt can help marketers remove junk leads?    mFilterIt’s  Ad fraud solution empowers advertisers by collecting and analyzing crucial data—such as website behavior, CRM inputs, and conversion metrics—through advanced AI & ML algorithms. The system’s proprietary rule engine scores lead based on user intent (high, moderate, or low), helping advertisers swiftly identify and filter out junk leads. This enables sales teams to focus on quality prospects, improving efficiency and conversion rates. With mFilterIt’s analytics-driven approach, advertisers gain actionable

Imagine launching a re-engagement campaign with the confidence that you’re targeting existing, familiar users—an audience that’s supposed to be fraud-proof. It seems logical, doesn’t it? After all, why would fraudsters bother with users who are already in your database?  Unfortunately, this assumption couldn’t be more misleading. Re-engagement campaigns are not only impacted by fraud but are also increasingly targeted by sophisticated fraudulent techniques. Fraudsters see these campaigns as low-hanging fruit, exploiting weak attribution systems and leveraging the widespread myth that re-engagement is safer than acquisition of new customers. Re-engagement campaigns are undeniably valuable. They help brands reconnect with dormant users, boost retention, and drive long-term growth. But failing to recognize the lurking threat of mobile ad fraud can turn these campaigns into a costly trap. In this article, we’ll uncover the hidden risks, types of digital ad fraud affecting re-engagement efforts, and how brands can protect themselves. It’s time to rethink what you know about re-engagement campaigns and ad fraud.  Common Misconceptions About Fraud in Re-Engagement Campaigns  Belief that targeting existing users reduces the likelihood of fraud: Marketers often assume that fraud is less of a threat in re-engagement campaigns because the target audience consists of users already familiar with the brand. Perception that fraudulent activities are more prevalent in acquisition campaigns: While acquisition campaigns are a common target for fraud, re-engagement campaigns are equally at risk due to their high-value budgets and relaxed monitoring.  Types of Fraud in Re-Engagement Campaigns  – Organic Poaching  Organic poaching occurs when fraudsters manipulate attribution systems to take credit for users who would have naturally re-engaged with the brand. These are genuine users who, due to their liking for the brand, were likely to return on their own. Fraudsters intercept their activity by inserting click be, before the user’s click making it look organic. This artificially inflates the campaign’s performance metrics, and the attribution platform marks this as an organic activity.   – Acquisition Poaching  In acquisition poaching, fraudulent reengagement partners take advantage of attribution windows to falsely categorize newly acquired users as re-engaged ones. For instance, they may manipulate data to claim credit for a user who has just downloaded an app or made a first purchase, even though the individual was not part of the re-engagement audience. This not only wastes the re-engagement campaign budget but also blurs the distinction between acquisition and re-engagement efforts, leaving marketers with misleading insights.  – Event Spoofing  Event spoofing involves fraudsters simulating user actions after a re-engagement campaign, such as fake logins, purchases, or app interactions. These fabricated events create the illusion that the campaign successfully drove meaningful engagement. However, these activities lack any real user intent or value, resulting in wasted ad spend and unreliable performance data. Event spoofing is particularly harmful because it often goes undetected until a deeper analysis reveals discrepancies between reported metrics and actual user behavior.  Impact of Fraud on Re-Engagement Campaigns  Financial Losses and Wasted Ad Spend: Re-engagement campaigns are designed to maximize ROI by targeting users who are already familiar with the brand. However, when fraudsters interfere, ad budgets are wasted on fake actions that provide no real value. For example, event spoofing may create the illusion of reactivated users completing high-value actions, such as purchases or logins, while in reality, no such engagement has occurred. This not only drains resources but also diverts funds from genuine opportunities to re-engage actual users. Misleading Campaign Performance Data: Fraudulent activities in re-engagement campaigns can significantly distort performance metrics. Organic poaching and acquisition poaching, for instance, lead to inflated figures, making campaigns appear more successful than they truly are. When marketers rely on these skewed insights, they risk misallocating budgets, overestimating campaign effectiveness, and losing the ability to optimize future strategies effectively. Inefficiency in Targeting Actual Users: Fraud doesn’t just waste money; it also undermines the core objective of re-engagement campaigns—reconnecting with dormant users. Fraudulent actions skew targeting systems, making it harder to identify and reach genuine inactive users who could bring long-term value to the brand. Instead, marketers end up chasing fake interactions, missing out on real opportunities to reignite meaningful customer relationships. Why You Need to Invest in an Ad Traffic Validation Solution: Real Cases   Case 1: Abnormal Click to App Open Rate   In normal case, most users get reattributed immediately after opening the app.  In the above case, about 60% of the clicks made by users on retargeting ads did not result in the app being opened immediately and it is done after 06th Hour, which clearly indicates large amount of click spamming to capture users opening the app organically.  Case 2: Repetitive Orders from Same GAID   Repetitive orders are getting placed from same GAID on the same time frame and same store also, all order is on Cash on Delivery. Refer below sample for the same, there are 212 such orders placed. This is a clear case of spoofed events.   Takeaway  Re-engagement campaigns are important for marketers to reengage their past users and be present in their minds. However, to increase the potential of these retargeting campaigns, marketers must also address the hidden risks of fraud to increase the potential of the campaign and reach maximum users. By implementing robust ad fraud solution like Valid8 by mFilterIt, monitoring campaign data meticulously, and staying informed about the emerging fraud patterns can help to safeguard the re-engagement efforts and ensure that your ads reach the right audience.   Want to get a demo of how we do it? Contact our team today  

When running online ad campaigns, it’s not just about getting clicks—it’s about getting the right clicks. Many advertisers face the challenge of differentiating between genuine clicks and accidental or low-quality clicks. This is where mFilterIt’s click validation comes in. Click validation helps to ensure that the clicks on your ads are from real, engaged users who are genuinely interested in your product or service. How does click validation work, and why is it so important? Tracking   >>>  Analyzing  >>>  Improving -Tracking Click Behavior: The first step in click validating is tracking user interactions with your ads. Tools like pixels or tracking URLs allow you to monitor exactly what happens after someone clicks on your ad. Are they bouncing right away, or are they exploring your website further? If someone clicks on an ad and immediately leaves, it might suggest they were not genuinely interested. This kind of data is key to identifying poor-quality clicks. -Analyzing Engagement: Clicks don’t tell the whole story. By validating the quality of each click, you can assess how much time visitors spend on your site, what pages they visit, and if they complete any desired actions (like signing up or making a purchase). For example, if a user clicks on your ad but doesn’t interact with your site, it’s a sign they might not be a valuable lead. Click validation helps you focus on users who engage deeply with your platform and are more likely to convert. -Improving Ad Targeting: Click validation allows you to fine-tune your targeting strategy. By identifying which clicks are more likely to convert, basis geo, behaviour, scroll pattern, etc.., you can adjust your campaigns to reach users who show genuine intent. Over time, this leads to higher quality leads and a better return on investment (ROI). In conclusion, ad fraud solution isn’t just about tracking clicks—it’s about understanding the intent behind those clicks and optimizing your campaigns for better results. If a bot is just clicking your ads your campaign will never deliver conversions, since bots doesn’t buy or fulfil a successful lead. It’s the genuine user who counts, hence your campaign optimization should focus more on learning your user behaviour and adopting necessary findings to improvise campaign conversions. To start your click validation connect with mFilterIt.