Click Forensics Benefits
Click Forensics provides ad networks the tools to effectively manage:
- Downstream publishers and affiliates
- SEM traffic acquisition management
- Upstream advertiser management
- Advanced click fraud, collusion and invalid traffic filtering
Scoring Clicks and Predicting Conversions
The most important determination of click quality is scoring the click as "valid" or "invalid." A valid click is one for which an advertiser is happy to pay. It represents a human being in the target audience who clicked on the ad. An "invalid" click is everything else – a click for which an advertiser or ad network should not pay. Invalid click types include: botnets, spiders, double-clicks, out-of-geo, known offenders, volume and spike anomalies, and more. The Click Forensics scoring engine provides more than 18 distinct click types, or "reason codes," for why a click is deemed invalid. Each and every invalid click is assigned a specific click type.
Click Forensics analyzes paid click data for ad networks and publishers to significantly improve online click traffic acquisition costs. Monitoring and processing billions of clicks across the industry's top ad networks, online publishers, search engines, and advertiser web sites means having one of the best vantage points for identifying what is and isn't working in online advertising. Every paid click analyzed by the Click Forensics scoring engine is scored based on its "propensity to convert." That is, the likelihood that the click is coming from a human being with the intention of engaging on the advertiser's site in some way, whether it is to buy a product, fill out a form, or subscribe to a service.
Other Key Benefits
- Deliver higher quality traffic to advertisers
- Protect and strengthen direct advertiser relationships
- Less advertiser client attrition
- Easy investigation into advertiser complaints
- 3rd party auditing to quantify advertiser benefits
Networks Increase Traffic and Revenue
Click Forensics makes it easy to manage your publisher network. With scoring, network managers can request increases in traffic from partners providing high quality sources of traffic, which results in incremental revenue. Daily volume caps become unnecessary as the scoring mechanism provides the playbook to choose only the best traffic from your existing relationships at a micro level. Conversely, partners that provide poor quality traffic are identified, and specific sources of that traffic can be eliminated. Network managers can choose to discount, or not pay for traffic that Click Forensics scores as invalid or poor quality, which increases yield and starves the poorer performers from the incentive to provide inferior traffic.
Advertisers benefit from increased, high quality traffic, and the increased conversions it provides. These advertisers become loyal partners that are more likely to increase monthly spend. The net result is more quality traffic, at higher yields with less client attrition.