Use Google Analytics to identify false traffic

False flow refers to those in order to cheat advertising costs generated by artificial operation of the flow, (artificial operation may be to click on your ads, visit the landingpage, or to complete a simple task.) The specific situation also depends on different forms of advertising to judge. This type of traffic usually does not produce any transformational behavior on the site. The false flow may be generated by the procedure, or it may be human flesh. The latter will cost more. Behave more intelligently. And more difficult to guard against.

Here is a brief introduction to several ways to identify false traffic using Google Analytics. First of all, the flow generated by the background set for a certain type of CPA (cost per Action) ads, and our advertising URL through the tool URL Builder to set the source uniformly to Bluewhale (Utm_source=bluewhale). In this way, all sources of traffic generated through this advertisement will be recorded as Bluewhale

The specific advertising URL form:

Http://bluewhale.cc/?utm_source=bluewhale&utm_medium=cpa&utm_campaign=bluewhale_traffic

The following is an inspection of the traffic generated in the Google Analytics report to see if there are any false traffic. The idea of the inspection is to split the traffic generated by the advertisement first. This section of traffic is then checked using different dimensions. Usually, the false flow is controlled by artificial control. There will be some unifying characteristics in behavior. The way to check is to find these unified features.

　　Split traffic using advanced groups

Before the inspection of this part of the advertising flow and the site's other traffic to split, advanced Group is the best choice. Since we have previously made a source tag on traffic, we just need to create an advanced group of sources equal to Bluewhale to split this portion of traffic.

　　

After the creation is complete, select this advanced group in the report. This part of the flow will run through the report. This is also the preparation before checking the flow. Avoid interference from other source traffic.

Time of flow generation

Google Analytics reports used: Visitor-Visitor Trends-number of visits

　　

The time here is accurate to the hourly access data. Normally, the site's normal access traffic will be distributed throughout the day, even if there is a peak of access, in the graph will be more smooth curve (except when the ad is just online). and the false flow is the flow generated by artificial control. In order to save the cost does not care about the flow of time distribution, so will be found in the time curve of sudden increase in traffic. So, if the traffic is too concentrated at a certain time period, or if there is an abnormal growth during a certain period. This part of the flow is suspicious.

Of course, also do not rule out some of the program accounting good date and time end, and the time curve simulation click. If you encounter this "intelligent traffic" situation, you will continue to use the second method.

　　Geographic sources of traffic

　　

Google Analytics report used: Visitor-Map Overlay

Visitors to the site usually come from different geographic locations (Google Analytics The location of traffic sources through the visitor's IP). So in the Map coverage chart report can be seen in many different areas of traffic sources. and false traffic is often difficult to use different IP in multiple regions to generate traffic. So through the area coverage chart, if the source of traffic is concentrated in one area, this part of the flow is very suspicious.

It may be that your ad is targeted only at visitors to a particular area, so the location of the visitor is not applicable to you. Or you have encountered a "more intelligent" flow, for example, human flesh flow! You can simulate access from multiple geographic locations through agents or part-time workers who are distributed across different regions. Then please look down.

　　Network Properties of traffic

Google Analytics report used: Visitor-service provider

　　

The service provider report shows the network access mode used by visitors to the Web site, and the way visitors normally access the site should vary widely. and the false traffic access mode will be very single. So if the report shows only 1-2 service provider names, your traffic is suspicious. But in fact, there is still no answer to the above question, that is, the part of the Super intelligent human flesh flow. Because the human flesh flow access way also can have many kinds, in the service provider report is unable to identify. How can you tell the human traffic? Don't worry, the question will be answered soon.

　Jump Rate of flow

Google Analytics report used: Visitor-visitor trends-bounce rate

　　

Bounce rate is a measure of the quality of the page, in turn, it is also a good tool to identify false traffic. If found in a period of time the site's jump rate suddenly increased, find that period of traffic and the previous visit times, geographical information and access to the way of comprehensive comparison. If you meet any of the previous conditions, the traffic in this part of the period is very suspicious.

　　Site stay time of traffic

Google Analytics report used: Visitor-Visitor Trends-site stay Time

　　

Site stay time is not really a very accurate indicator, will be affected by the cookie30 minute survival period. However, further verification of suspicious traffic can be carried out in conjunction with several previous reports.

　　Access path & click Distribution map

Google Analytics report used: Content-hot Content-access Path

　　

Usually we will create a login page landingpage for the advertising campaign, so there is only one entry page for the ad. But visitors to the site will have different behavior, they will click on different links, access to different pages, and on different pages to end the visit to the site. These are difficult to accomplish by human manipulation. Although some of the current "intelligent traffic" can also be completed 2-3 times the click behavior. But it's all done by pre-set. So their access paths and end pages are basically the same.

　　Match the target report

Google Analytics report used: Source of traffic-target

　　

The last method is what you should do before each ad campaign. is to set targets for traffic. Google Analytics now upgrades the target feature. You can set multiple targets for traffic. Check for traffic through multiple dimensions. The completion of a goal is the best way to discern false traffic. Many intelligent traffic can bypass the jump rate, stay time and access time distribution and so on indicators, but few can achieve the goal. Of course, it depends on the complexity of the goal you set. If the CPA is set to complete the shopping, then this is a killer target for false traffic. If the target is only registered users or fill in information, human flesh flow can be completed.

Several methods of this article have been finished, as if there is no way to completely identify the false flow of the method. Yes, the false flow is constantly imitating the real traffic. and human flesh flow is so cheap. Let's guard against it. (Read an article before, said that the human flesh flow of a click only a few cents, many schools throughout the dormitory are doing this task.) By Google Analytics report can identify a part of false flow, more false traffic to pass the test of time to be able to show. For example, after the campaign period, this part of the flow of return visit rate, resident rate, and so on.

Do you have a better way to identify false traffic? Share your experience with me. Look forward to your message.

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