Contents
- What is fraud in marketing?
- Consequences of fraud
- Common types of fraud
- Signs of fraud
- How to combat fraud
What is fraud in marketing?
Fraud in the context of marketing refers to fraudulent actions aimed at obtaining financial benefits through the falsification of traffic statistics, clicks, and downloads. Fraudsters, known as fraudsters, use various methods to obtain monetary payments for non-existent actions, such as fake views of advertisements or clicks on them.
There are several strategies that fraudsters employ. The first strategy involves mimicking the actions of real users, for example, by using bot programs to inflate clicks. The second strategy consists of appropriating the actions of real users, where fraudsters manipulate data to create the illusion that they attracted a customer to the company. Fraud can originate from both unscrupulous partners and competitors seeking to harm the business.
Consequences of fraud
Fraud in marketing can have serious consequences for businesses. Firstly, companies lose significant amounts of money as they invest in advertising that does not lead to real customers. Metrics may provide false data, complicating the understanding of the actual effectiveness of advertising campaigns. For example, if metrics sharply rise or fall, it could be a result of fraud, and marketers may not always correctly interpret these changes.
Secondly, the emergence of false metrics can lead to incorrect business decisions. If bot interaction data is taken for real user actions, companies may continue to develop projects based on false premises. This can result in ineffective spending and loss of time improving aspects of the product that do not require changes.
Common types of fraud
There are several main types of fraud used by fraudsters:
- Fake clicks: Fraudsters create false interest in advertisements by inflating the number of clicks using bots or redirecting users.
- Forced clicks: Users click on advertisements against their will, such as through hidden links.
- Fake views: Advertisements are placed in such a way that users visit pages but do not see the actual ad.
- Fake leads: Fraudsters use smart bots to perform targeted actions on the site, such as filling out forms or clicking buttons.
- Fake installs: Non-existent users download apps, creating false data about demand.
Signs of fraud
To detect fraud in marketing campaigns, pay attention to several signs:
- Spikes in metrics: A sudden change in indicators without visible reasons may indicate fraud.
- Patterns in IP addresses: Multiple actions from one IP address may indicate the use of bots.
- Uniform user behavior: If many users behave similarly, it may be a sign of fraudsters.
- Outdated devices: A high proportion of users with outdated phone models may also indicate fraud.
How to combat fraud
To combat fraud in marketing campaigns, it is recommended to implement the following measures:
- Tracking metrics: Set norms for various indicators and closely monitor their changes.
- Installing anti-fraud systems: Use tracking systems that help identify sources of non-genuine traffic.
- Temporarily suspend cooperation: If there are suspicions of fraud, temporarily stop working with the partner.
- File a lawsuit: In the case of confirmed fraud, consider the possibility of legal action against the fraudsters.