Ad fraud and media waste are not just a top funnel issue. It compounds silently across every stage of your funnel, and most financial year budget reviews never catch them.
What this infographic represents is a full-funnel media waste audit checklist built for performance marketers closing the financial year. It covers four critical stages: impressions and reach, clicks and traffic quality, visits and installs, and conversions and attribution, with real campaign audit data, case studies, and stage-specific audit trigger questions at every step.
At the impression stage, it examines how invalid traffic, frequency cap violations, ad stacking, pixel stuffing, and MFA inventory silently drain branding budgets — backed by a real FMCG campaign audit where 92.98% of placements generated zero clicks, and a programmatic audit where Platform B showed 38% IVT alongside active brand safety violations.
At the click stage, it unpacks how click fraud, geo fraud, click injection, and affiliate brand bidding inflate CTR while delivering zero downstream intent — with placement-level data showing an 18.64% IVT rate on a single publisher going completely undetected.
At the conversion and attribution stage, it covers CTIT anomalies, post-install event fraud, affiliate conversion hijacking, and platform vs. actual revenue gaps — including a Qcommerce retargeting case where organic traffic poaching led to $1.9M in savings identified within a single month.
Each section closes with financial year audit trigger questions marketers can act on immediately.
Valid8 by mFilterIt provides continuous, full-funnel ad fraud prevention across programmatic, app, and performance campaigns, so the audit isn’t a year-end exercise. It’s an ongoing standard.
To know more about it, you can also check out the detailed guide here.