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FouAnalytics DIY site media analytics fraud detection baked in

FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively

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FouAnalytics DIY site media analytics fraud detection baked in

  1. 1. June 2020 / Page 0marketing.scienceconsulting group, inc. fouanalytics.com Site and Media Analytics June 2020 Augustine Fou, PhD. 212. 203 .7239
  2. 2. June 2020 / Page 1marketing.scienceconsulting group, inc. fouanalytics.com Who am I? • I am a digital marketer of 25+ years • I look at analytics data every day • I audit campaigns for fraud and other anomalies that lower performance • I teach clients how to spot fraud and make optimizations to improve outcomes themselves
  3. 3. June 2020 / Page 2marketing.scienceconsulting group, inc. fouanalytics.com Why did I build it? How is it different? https://www.linkedin.com/pulse/does-your-analytics- platform-have-cybersecurity-dr-augustine-fou-/ https://www.linkedin.com/pulse/fouanalytics- alternative-google-analytics-fraud/
  4. 4. June 2020 / Page 3marketing.scienceconsulting group, inc. fouanalytics.com Site Analytics Media Analytics “see fou yourself” • alternative to Google Analytics • secure, hardened against attack • shows all details, no black box • innovated w/ practitioners • verify your own media/ads • secure, hardened against attack • shows details for decisioning • recommended optimizations for #publishers for #marketers
  5. 5. June 2020 / Page 4marketing.scienceconsulting group, inc. fouanalytics.com Site Analytics
  6. 6. June 2020 / Page 5marketing.scienceconsulting group, inc. fouanalytics.com Answers these questions… 1. Which visitors to my site are valuable humans, vs bots (which bots)? 2. Where did they come from (paid media? organic search? social?) 3. What did they do on the site? Did they complete a goal/conversion? 4. How do I get more valuable visitors?
  7. 7. June 2020 / Page 6marketing.scienceconsulting group, inc. fouanalytics.com Definitions What each of the labels means • Humans - 3 or more blue flags to confirm • Some blue flags but not 3 or more • Can’t label it either red or blue • Tag was called, but no data was sent back (blocked) • Tag was not called (not measurable) • Bot – Search crawler • Bot – Says its name honestly, (14,000 bot names) • Some red flags, but not 3 or more • Bots - 3 or more red flags to confirm
  8. 8. June 2020 / Page 7marketing.scienceconsulting group, inc. fouanalytics.com Time Series – 1 quarter Long term trends
  9. 9. June 2020 / Page 8marketing.scienceconsulting group, inc. fouanalytics.com Time Series – 1 month Monthly and daily pattern
  10. 10. June 2020 / Page 9marketing.scienceconsulting group, inc. fouanalytics.com Time Series – 1 week Weekly pattern
  11. 11. June 2020 / Page 10marketing.scienceconsulting group, inc. fouanalytics.com Time Series – 1 day Hourly volumes are visible
  12. 12. June 2020 / Page 11marketing.scienceconsulting group, inc. fouanalytics.com Locations of human visitors Where did human visitors come from?
  13. 13. June 2020 / Page 12marketing.scienceconsulting group, inc. fouanalytics.com Analyze declared bots (orange) Quickly isolate, analyze what bots are coming to the site
  14. 14. June 2020 / Page 13marketing.scienceconsulting group, inc. fouanalytics.com Analysis of declared bots Quickly isolate and analyze what bots are coming to site • Bots declared themselves (lyticsbot, moatbot) • Bots came from data centers
  15. 15. June 2020 / Page 14marketing.scienceconsulting group, inc. fouanalytics.com Analysis of search bots Quickly see which specific search bots arrived on the site • Bots declared themselves (Googlebot, Adsbot, Web Preview) • Bots came from data centers
  16. 16. June 2020 / Page 15marketing.scienceconsulting group, inc. fouanalytics.com Filtering bots and data centers Once you know which visitors are bots, you can filter them On-Site measurement, bots are still coming In-Ad measurement, bots and data centers filtered 11% red -9% (filtered GIVT and data centers) 2% red
  17. 17. June 2020 / Page 16marketing.scienceconsulting group, inc. fouanalytics.com Where do visitors click? Click patterns on desktop and mobile screens, vs bots
  18. 18. June 2020 / Page 17marketing.scienceconsulting group, inc. fouanalytics.com Media Analytics
  19. 19. June 2020 / Page 18marketing.scienceconsulting group, inc. fouanalytics.com Answers these questions… 1. Where were my ads shown, actually 2. Were my ads shown to humans, plus other characteristics like viewability, duration, valid interaction, etc. 3. Which domains and apps were fraud or sub-optimal (turn off in campaign)
  20. 20. June 2020 / Page 19marketing.scienceconsulting group, inc. fouanalytics.com Full Funnel Measurement In-Ad (ad tag) On-Site (embed code) Measure Ads Measure Arrivals Measure Conversions 1743 156 A more humans (blue) good publishers On-Site (embed code) social native video display affiliate
  21. 21. June 2020 / Page 20marketing.scienceconsulting group, inc. fouanalytics.com Detect / reduce fraud in-flight Launch Week 3 onwardWeeks 1-2 Initial baseline measurement Measurement after first optimization After eliminating several “problematic” networks Stacked percent chart Blue (human) Red (bots)
  22. 22. June 2020 / Page 21marketing.scienceconsulting group, inc. fouanalytics.com Shift dollars to more humans (blue) Marketer 1 • Blue means humans • Red means bots Marketer 2 “recommendation is to increase spend on sources driving more humans (blue); reduce spend on sources with more bots (red)”
  23. 23. June 2020 / Page 22marketing.scienceconsulting group, inc. fouanalytics.com Shift budget to more human sources Lower quality paid sources mean higher cost per human – like 11X higher cost. Sources of different quality send widely different amounts of humans to landing pages.
  24. 24. June 2020 / Page 23marketing.scienceconsulting group, inc. fouanalytics.com Where is “red” coming from? What domains and apps should I consider turning off? domains mobile apps Turn off domains and apps that have the most red
  25. 25. June 2020 / Page 24marketing.scienceconsulting group, inc. fouanalytics.com Systematically reducing bots • Bots can be programmed to send as much traffic and generate as many impresisons and clicks as the advertiser wants By systematically reducing ad spend to ad networks and sites that had the highest bots, and increasing allocation to premium publishers, the advertiser increased ad impressions served to humans, and lowered those served to bots.
  26. 26. June 2020 / Page 25marketing.scienceconsulting group, inc. fouanalytics.com Total cost vs unit cost (CPM) Pay much higher CPM, spend less total, get more outcomes
  27. 27. June 2020 / Page 26marketing.scienceconsulting group, inc. fouanalytics.com Media Analytics w/ Site & Conversion Tracking
  28. 28. June 2020 / Page 27marketing.scienceconsulting group, inc. fouanalytics.com Better media = better outcomes Measure Ads Measure Arrivals Measure Conversions 346 1743 5 156 A B 30X more human conversion events • More arrivals • Better quality more humans (blue) good publishers low-cost media, ad exchanges
  29. 29. June 2020 / Page 28marketing.scienceconsulting group, inc. fouanalytics.com Display 4 2,036 humans human conversion rate Humans click from ads to site Site Traffic Conversions 8,482 818 4,216 humans 5% human conversion rate 14,539 193 225 humans 9% human conversion rate 2,248 23 168 humans 5% human conversion rate 1,527 9 Display 3 Display 2 Display 1 Humans 40%
  30. 30. June 2020 / Page 29marketing.scienceconsulting group, inc. fouanalytics.com Higher, more accurate conversion rates 378 411 357 361 512 495 525 409 595 536 552 596 437 452 380 425 532 489 592 584 403 416 415 587 570 490 463 516 400 389 418 Avg. 475 conversions /day Avg. 3,526 sessions /day Avg. 6,636 sessions /day 15% confirmed bots Avg. 473 conversions /day 3% confirmed bots 0% 5% 10% 15% 20% 25% Avg. 7.1% conversion rate Avg. 13.5% conversion rate “removing fake traffic, doubles conversion rates”
  31. 31. June 2020 / Page 30marketing.scienceconsulting group, inc. fouanalytics.com Measure conversions, correlate w/ humans Organic sources have more humans (dark blue) Conversion actions (calls) show straight line correlation to humans
  32. 32. June 2020 / Page 31marketing.scienceconsulting group, inc. fouanalytics.com 26,796 1,116 Comparing organic vs paid sources Marketer’s Site Traffic Measure Conversions organic 335 humans 66% paid media 6,698 humans 1,043 222 4X higher conversion rate 16% human conversion rate human conversion rate
  33. 33. June 2020 / Page 32marketing.scienceconsulting group, inc. fouanalytics.com +54% Conversion Rate 4,248 1,812,906 = 0.23% 4,248 1,178,389 = 0.36% Increase Conversion Rates Make more accurate by subtracting bot traffic from denominator Subtracted bots
  34. 34. June 2020 / Page 33marketing.scienceconsulting group, inc. fouanalytics.com +92% Conversion Rate 4,248 1,812,906 = 0.23% 4,248 942,711 = 0.45% Increase Conversion Rates Make more accurate by subtracting bot traffic from denominator Subtracted bots (red), and unmeasured (white)
  35. 35. June 2020 / Page 34marketing.scienceconsulting group, inc. fouanalytics.com How to Install
  36. 36. June 2020 / Page 35marketing.scienceconsulting group, inc. fouanalytics.com In-ad code for ad impressions In-Ad Example from DCM (copy and paste ad tag) In-ad tag In-ad tag In-ad tag JS tag in ad creative
  37. 37. June 2020 / Page 36marketing.scienceconsulting group, inc. fouanalytics.com Approved on Major Networks
  38. 38. June 2020 / Page 37marketing.scienceconsulting group, inc. fouanalytics.com On-site code for your own website Website / Landing Pages (copy and paste JS embed code into page footer, just like analytics code) Example Google Analytics BotAnalytics
  39. 39. June 2020 / Page 38marketing.scienceconsulting group, inc. fouanalytics.com What it Collects
  40. 40. June 2020 / Page 39marketing.scienceconsulting group, inc. fouanalytics.com Collects same data as Google Analytics 'time' 'window' 'appVersion' 'video' 'product' 'sessionStorage' 'localStorage' 'vendor' 'productSub' 'appCodeName' 'inner' 'cookieEnabled' 'appName' 'platform' 'timezone' 'cookies' 'language' 'doNotTrack' 'frame' 'hidden' 'outer' 'vendorSub' 'url' 'userAgent' 'fontrender' 'referrer' 'clock' 'sort' 'globals' 'TIMESTAMP' 'cookie' 'HTTP_USER_AGENT' 'HTTP_CONNECTION' 'HTTP_X_FORWARDED_FOR' 'HTTP_ACCEPT' 'HTTP_ACCEPT_LANGUAGE' 'GEO_LAT_0' 'GEO_LNG_0' 'GEO_CITY_0' 'GEO_REGION_0' 'GEO_COUNTRY_0' 'GEO_IP_0' 'GEO_AS_0' 'HTTP_ACCEPT_ENCODING' 'devicelight' 'document' 'framerate' 'plugins' 'HTTP_REFERER' 'orientation' 'HTTP_COOKIE' 'motion' 'mousemove' 'HTTP_DNT' 'scroll' 'custom_site' 'custom_campaign' 'custom_advertiser' 'custom_IO' 'custom_placement' 'custom_creative' 'custom_adunit' 'custom_section' 'HTTP_CACHE_CONTROL' 'mousedown' 'mouseup' 'click' 'touchstart' 'HTTP_UA_CPU' 'touchend' 'touchmove' 'HTTP_VIA' 'HTTP_X_WAP_PROFILE' 'HTTP_X_REQUESTED_WITH' 'HTTP_ACCEPT_CHARSET' 'HTTP_X_UIDH' 'keydown' 'keyup' 'touchcancel' 'GEO_LNG_1' 'GEO_IP_1' 'GEO_AS_1' 'GEO_COUNTRY_1' 'GEO_REGION_1' 'GEO_CITY_1' 'GEO_LAT_1' 'HTTP_X_ATT_DEVICEID' 'HTTP_X_BLUECOAT_VIA' 'keypress' 'HTTP_PRAGMA' 'HTTP_DEVICE_STOCK_UA’ 'clicktype' 'HTTP_X_IMFORWARDS' 'HTTP_FORWARDED' 'HTTP_CLIENT_IP' 'HTTP_X_GETZIP' 'HTTP_X_OPERAMINI_PHONE_UA' 'HTTP_X_OPERAMINI_PHONE' 'HTTP_X_OPERAMINI_FEATURES' 'GEO_AS_2' 'HTTP_SCHEME' 'GEO_IP_2' 'GEO_COUNTRY_2' 'GEO_REGION_2' 'GEO_CITY_2' 'GEO_LNG_2' 'GEO_LAT_2' '"frame' 'HTTP_X_P2P_PEERDIST' '"clock' '"document' 'HTTP_XROXY_CONNECTION' 'HTTP_PREFER' '"devicelight' '"scroll' 'HTTP_PROXY_CONNECTION' 'select' 'HTTP_CONTENT_SUPORT' 'HTTP_X_REAL_IP' 'HTTP_X_NETWORK_TYPE' '"framerate' '"mousemove' 'HTTP_X_BROWSER_TYPE' 'HTTP_X_NOKIA_DEVICE_TYPE' 'HTTP_X_MOBILE_GATEWAY' 'HTTP_X_COUNTRY_CODE' '"globals' 'HTTP_CLIENTIP' 'HTTP_VERSION' '"plugins' '"touchend' 'noscript'
  41. 41. June 2020 / Page 40marketing.scienceconsulting group, inc. fouanalytics.com Triangulating collected parameters … • The javascript “tag” collects details about the browser like the version, the operating system, screen resolution, plugins, etc. • Uses standard javascript APIs which are set and maintained by W3C • No personally identifiable information is collected • Two or more parameters are triangulated together to determine human vs bot via flags • Users don’t interact with it in any way – does not log in, enter any data • Cookies are never used • Not all parameters are collected for every visit If { useragent = iPhone } but { screen resolution ≠ known resolutions } If { IP address = data center } If { plugins = none } If { language = none } If { window = 1 x 1 }
  42. 42. June 2020 / Page 41marketing.scienceconsulting group, inc. fouanalytics.com Performance Measures, Capacity on AWS Average 30-40 million requests per hour (peak 120 million /hr) Average latency 4 - 5 milliseconds
  43. 43. June 2020 / Page 42marketing.scienceconsulting group, inc. fouanalytics.com Network timings waterfall - async • Our js tag is set to async so it is called after the page finishes loading (2.33s in red) • And all write-backs are done subsequently.

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