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Fraud or accidental clicks erode your budgets and mean your more effective sources need to work harder to deliver results. The challenge is trying to identify if, or at least find anomalies that indicate that a traffic source is not driving value. Bots tend to be designed to do the minimal effort, to justify the cost per click. So to identify them, you want to see how your traffic behaves after it visits – and compare it against other sources. This context makes the identification a lot easier.
Metrics you should think about:
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
It might be, a traffic source stays for exactly the same amount of time for every single visit. Or visits and doesn’t scroll, just loads the page. What you want to do is look at each source, and compare the metrics of each, to see if there is anything out of the ordinary. Then it is likely that this is a suspect source.
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