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Advanced Anti-fraud by 24Metrics

Time to read: 8 min.

topic.pngThe article covers the following topics:

What is the Advanced Anti-fraud tool?

The issue with fraud conversions is relevant for the whole affiliate marketing industry. It is crucial to eliminate fraud conversions timely to increase the performance. Affise in association with 24metrics provides a tool that allows analyzing and declining of conversions which are considered as potentially fraudulent. 

In Affise you can:

  • Create unique rules for a certain scope of conversions you want to check.
  • Select the fraud detection strategy by 24metrics, which you want to apply for this scope of conversions.
  • Analyze conversions with the help of the 24metrics industry-leading algorithms
  • Decline suspicious conversions.
  • Check out the report on the analysis results. 

How does Advanced Anti-fraud work?

Once you selected the scope of conversions you want to check, the system sends it to 24metrics directly. Conversions are analyzed there according to the chosen fraud detection strategy, then a certain fraud probability is assigned to every conversion. If the fraud probability is higher, than you've indicated in the rule in Affise, all conversions with such a level will be declined automatically. It is possible not to decline them.

Start working

To start working with Advanced Anti-fraud, do one of the following:

  • Go to the Marketplace section and click FraudShield by 24metrics.
  • Go to the Automation section and click Advanced Anti-fraud.

You need to get relevant permissions firstly: Users -> User management -> a certain user -> Permissions. Two permissions are needed to fully work with Advanced Anti-fraud:

  • Automation -> Advanced Anti-fraud -> Write
  • Statistics -> Fraud report -> Read

Permissions1.gif

On the Advanced Anti-fraud page, you see the following:

Welcome_page1.gif

Where you can learn about advantages of the Advanced Anti-fraud usage, pricing. and terms and conditions. You can start a free trial period by clicking Start free trial. A free trial period is over when one of two conditions is met:

  • 30 days are over
  • 250 000 analyzed conversions are reached

After that, you can use the tool for an additional fee. There is a plan which includes 50 000 conversions for 499$. When you've reached 50 000 conversions, the further price depends on the number of conversions you will continue receiving:

Conversions tier over plan Price Payment type
50 000 - 100 000 0.0075$ per conversion
100 000 - 200 000 0.0065$ per conversion
200 000 - 400 000 0.0050$ per conversion
400 000 - 1 000 000 0.0040$ per conversion
1 000 000 - 1 500 000 0.0030$ per conversion
1 500 000 - 2 000 000 0.0025$ per conversion

You have to agree with Terms & Conditions to start working with Advanced Anti-fraud.

The following information about the conversion is sent to 24metrics:

  • conversion IP
  • offer ID
  • advertiser ID
  • affiliate ID
  • time of conversion creation
  • time of click creation

Create a new rule

Click Create new rule to define the conditions for Advanced Anti-fraud work.

new_rule.png

Where:

  • Enabled: enable or disable a particular rule. 
  • Conversions of affiliates: specify the affiliate(s) whose conversions you want to check. Select All affiliates to let the system check conversions of all affiliates. The mandatory field.
  • Advertisers/Offers: choose whether you want to check conversions by the advertiser(s) or the offer(s). Enter the advertiser/the offer name in the relevant field. Select All advertisers / All offers to let the system check conversions of all advertisers/offers. The mandatory field.

import.pngAt least one parameter (affiliates/advertisers/offers) must be specified as the list of certain affiliates/advertisers/offers.

  • Detection strategy: a set of filters the 24metrics will use to define the probability of the conversions fraud. See the Detection strategy section to learn more.
  • Fraud probability: the fraud probability upon reaching which conversions will be declined automatically. You can select Do not decline - then no conversions will be declined. See the Fraud probability section to learn more.
  • Note: leave a note about the rule. The optional field.

Click Create rule to save settings, then the system will redirect you to the rules list. Click Save and create next to save the current rule and to start creating the next one at once. 

Advanced Anti-fraud starts sending conversions for analysis right after you created and saved the rule.

import.pngOnly conversions in Approved, Hold, and Pending statuses are analyzed.

Detection strategy

There are four strategies:

Each of them contains a set of filters by 24metrics applied to the selected conversions. Here you can learn more about each filter.

import.png Affise doesn't define the set of filters within this or that detection strategy. 24metrics does in on its side.

Mobile CPI

The best for mobile-app traffic (cost per install).

Filter name Setting details

Duplicate IP

Last 24h / 1 IP (same offer / same affiliate)

Duplicate Device ID

Same offer / All affiliates

Fraud Database

Global IP / Device ID based

ClickSpam

50% > 1h CTIT

Low Session Time Anomaly

50% < 1min CTIT

Min Click To Install Time

20s

Bot

No configuration options

VPN / Proxies

No configuration options

Third Party Rejection

Sync with other fraud system

Max Click to Conversion Time

24h

Sub ID Validity Check

More than 700 SubIDs (per offer + affiliate)

Referrer URL

No configuration options

OLD OS / Browser

60% > Old devices

 

Mobile CPA

The best for mobile-app traffic (cost per action).

Filter name Setting details

Duplicate IP

Last 24h / 3 IP (same offer / same affiliate)

Duplicate Device ID

Same offer / All affiliates

Fraud Database

Global IP / Device ID based

ClickSpam

60% > 2h CTIT

Low Session Time Anomaly

60% < 1min CTIT

Min Click To Conversion Time

15s

Bot

No configuration options

VPN / Proxies

No configuration options

Third Party Rejection

Sync with other fraud system

Max Click to Conversion Time

24h

Sub ID Validity Check

More than 700 SubIDs (per offer + affiliate)

Referrer URL Blacklist

No configuration options

OLD OS / Browser

70% > Old devices

 

Lead Offers

The best setting for lead offers.

Filter name Setting details

Duplicate IP

Last 24h / 1 IP (same offer / same affiliate)

Duplicate Device ID

No duplicates (same offer / all affiliates)

Fraud Database

Global IP / Device ID based

Low Session Time Anomaly

50% < 1min CTIT

Min Click To Conversion Time

25s

Bot

No configuration options

VPN / Proxies

No configuration options

Third Party Rejection

Sync with other fraud system

Max Click to Conversions Time

24h

Sub ID Validity Check

More than 500 SubIDs (per offer + affiliate)

Referrer URL Blacklist

No configuration options

OLD OS / Browser

70% > Old devices

 

eCommerce

The best setting for the eCommerce.

Filter name Setting details

Duplicate IP

Last 24h / 3 IP (same offer / same affiliate)

Fraud Database

Global IP / Device ID based

Click Spam

50% > 24h CTCT

Low Session Time Anomaly

50% < 1min CTIT

Min Click To Conversion Time

40s

Bot

No configuration options

VPN / Proxies

Below 10%

Third Party Rejection

Sync with other fraud system

Max Click to Conversions Time

14 days

Referrer URL Blacklist

No configuration options

OLD OS / Browser

70% > Old devices

import.png The No configuration options record means the filter is active, but no specific parameters are indicated for it.

Fraud probability

There are four options:

  • Do not decline
  • High
  • Medium and higher
  • Low and higher

24metrics calculates scores depending on which type of abnormality the system detected for each conversion. Each type has a certain number of points. As a result, every conversion has its score and the fraud probability. 

Here you can learn more about what every level means.

import.pngAffise doesn't influence scoring process as well as fraud probability determination and calculation. 24metrics performs all of that on its side.

Every analyzed conversion is marked with a certain fraud probability. See the Statistics section to learn more.

Rules list

The rules list contains all the rules you've created ever.

Rules_list.png

The rules list reflects all the settings every rule has. 

By clicking the Rule_list_dots.png icon you can edit, enable/disable, or delete a certain rule. 

You can sort rules by their settings and IDs. Click Watch statistics to get to the Statistics section.

If there are several rules, which a certain conversion meets, the newest one is applied, and the rest are ignored.

Statistics

You can check the result of Advanced Anti-fraud work in Statistics -> Fraud report. Don't forget to get a permission for it. There are two slices: 

  • Common
  • Advanced: Fraud probability

Common slice

The slice shows total data on declined conversions regardless of what declined them: Affise or 24metrics. You see this slice even if you don't use Advanced Anti-fraud at all or even haven't tried it out.

Here you can see Statistics on declined conversions by advertisers, offers, and affiliates. Here you can select the general value:

Stats_common.png

It contains the total number of clicks, conversions of all statuses, CR, the total number of declined conversions, and the number of conversions according to the reason of declining:

import.png In case of these two reasons, Affise is in charge of the analysis of the conversion. 24metrics doesn't participate in this process.

If you use Advanced Anti-fraud, then you see an additional column that shows the total number of conversions declined by this feature.

You can group data by:

  • Advertisers
  • Offers
  • Affiliates
  • Combinations of all three values

Drilldown1.gif

Advanced: Fraud probability slice

The slice shows data on 24metrics analysis. You see data in this slice only if you use Advanced Anti-fraud. 

It contains the total number of clicks, conversions with all statuses, CR, the number of analyzed conversions, the number of analyzed conversions marked as fraud (which have the low and higher fraud probability), declined by 24metrics, conversions according to the fraud probability.

You can see Statistics by advertisers, offers, and affiliates. Here you can select the general value:

Stats_Fraud_Prob.png

You can group data by:

  • Advertisers
  • Offers
  • Affiliates
  • Combinations of all three values

Drilldown2.gif

FAQ

1) How can I understand that a certain conversion was declined by Advanced Anti-fraud?

Each conversion declined by Advanced Anti-fraud has a comment with the threat type (the reason, why the conversion is considered as fraud).  

The rule number is its ID in the rules list.

Comment.png

2) How does Affise analyze conversions?

Affise doesn't analyze conversions on its own. It sends them to 24metrics, where analysis is performed.

The only exception is when Affise analyzes conversions and considers them as fraud according to two reasons:

3) If the conversion was declined with the Wrong lifespan / IP duplicate reason, will it be sent to 24metrics?

No. If the conversion was declined for one of these reasons, it won't be sent to 24metrics for analysis. Thus you won't pay for such conversions.

4) Where I can find Click session lifespan or Minimal click session lifespan options?

Both of them are set in the offer settings on the Tracking tab:

options.png

Learn more here.

5) Where I can find the Reject not unique IP option?

In the offer settings on the Postbacks tab:

unqie_IP.png

Both flags should be selected.

Learn more here.

6) Where can I find more information about detection strategies and fraud probability?

Information about all filters used in detection strategies is here.

Information about fraud probability is here.

7) Will imported conversions be sent to 24metrics?

Yes, such conversions will be sent.

8) I don't see the information about advertisers/offers in the rules list. What is the issue?

Please check if you have Adblock or similar services turned on. If so, turn them off.

9) I want to check Stats in the Common slice of the Fraud Report, but I don't see data. However, there are clicks and conversions. What is the reason?

If you have clicks/conversions but see no data in the Common slice, it means no conversions were declined for the following reasons:

  • Wrong lifespan
  • IP duplicate

You always can check it in the Conversions slice of Statistics.

article.pngYou may also find the following articles helpful:

If you still have any questions left on the Advanced Anti-fraud tool set up, feel free to address them to Affise Technical Support Team via support@affise.com as long as to contact your Dedicated Account Manager.  You also can refer to 24metrics support on this page.

Written by Lizaveta Talkachova

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