It’s important to be aware of the various anomalies that occur in today’s digital space that could potentially skew performance data. Listrak offers clarity in reporting to account for these anomalies in several ways.
Unlike many vendors in the digital ad space, Listrak offers strategic A/B split testing, proving incremental lift attributed to display ad spend. What does that mean exactly? For testing, we always use a control group that isn't shown your display ad, and compare the actual revenue generated by that group as compared to the group that is shown your ad.
All things being equal, Listrak shows you the incremental increase solely attributed to your display ad. This way, we can eliminate outside factors that may influence behavior, such as email, other sources of advertising, and negative factors like accidental and malignant clicks. Read more to learn about the types of negative factors and how they occur.
THE FAT FINGER PHENOMENON
The name is funny, but the results can be damaging and often misleading. This type of fraud occurs when an advertiser places a display ad in a spot where the user likely will click it by mistake. These ads are found near the scroll bar, at the bottom of your mobile screen, near important content, etc. The result is inaccurate data, meaning your clicks are higher and revenue that's attributed to that ad may realistically just be the result of a fat finger mistake.
FOR EXAMPLE: A shopper visits Style's website and is browsing through clothes. Later, when she's on CNN.com, an ad for Style appears, and because she’s using her mobile device, she clicks it by accident while trying to scroll through her news article. She closes the window and continues reading the news. That shopper then purchases from Style that evening. The click and conversion is attributed to the ad, even though it may have made very little influence on her purchase decision.
ATTACK OF THE CLICK BOTS
Click bots are a form of malware that a user unknowingly installs onto their computer. This is most often from clicking a malicious link.
FOR EXAMPLE: A shopper has contracted a computer virus via a malicious link. Now, when she visits websites such as CNN.com and ads appear as usual, the malware artificially produces false link clicks on the ads without the user’s knowledge.