A leading time share based holiday service provider was looking to save on their media expense by identifying and eliminating the affiliate fraud traffic in their lead generation campaigns
How do frauds happen
Typically, in a CPL campaign, a fraudulent publisher would keep on generating fake leads, using a BOT, to increase their pay-out.
• We analyzed about 20k Leads received through various publishers and conducted analysis basis multiple fraud detection methods embedded in our solution
The Findings Pattern of repeat hits of users was looked at that try to create duplicate leads and identified their behaviour.
• Our analysis
From the data analyzed it was found that about 22% leads were fraudulent.
• Validation of analysis
The leads were cross-verified by the customer care team and it was found that false positive rate was as high as 98%. All the leads flagged off as fraud by us were either leading them nowhere or customers denied filling any leads.
• Identifying fraudulent sources
While analyzing the leads we also looked at various sources of the traffic and it was found that there were primarily 5 to 6 publishers/Ad networks which were contributing to majority of the fraud traffic. Deep diving into the source wise data helped us pin point 3 such publishers which were generating more than 95% fraud leads and client was suggested to terminate their traffic respectively. There were some more publishers which were generating relatively high amount of fraud leads. These publishers were recommended to check their sub-publishers and optimize their traffic