How Do I Identify Click Fraud with Distil?

Distil can help you to identify click fraud on your inbound campaigns. Distil identifies inbound traffic and associates it to the a particular campaign, based on the utm values present in the referrer.

What is an ad click?

Distil classifies an inbound request as an ad click if:

  • If utm_medium=cpc
  • If utm_medium=Facebook
  • If utm_medium=banner
  • If utm_distil=[anything] (cannot be blank)
  • If the HTTP referrer matches google
  • If the HTTP referrer matches linkedin
  • If gclid=[anything] (cannot be blank)

It's important to note that the the utm_* possibilities rely on the query string being parseable. If they have been corrupted somehow before reaching Distil, we won't be able to identify them.

Summarizing the Data

Distil summarizes the click fraud data in the Click Fraud report in a few ways. At the highest level is the agency. If the HTTP referrer matched either Google or LinkedIn, the agency will be identified as Google or LinkedIn.

Distil will then further segment the clicks by using utm_distil, utm_source, and utm_campaign. If any are present, they are added to the agency field (with a space-dash-space separator)

If no agency can be identified, the agency is reported as "Other".

Within the Distil portal, you can review your ad clicks and click fraud, grouping by:

  • Agency
  • referrer
  • utm_campaign
  • utm_source
  • utm_medium
  • utm_distil

Using your Click Fraud Data

Distil allows you to not only identify click fraud, but also generate reports which can be downloaded and shared with your partners.

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