#FullFunnelProtection

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Marketing Team vs. Call Center Team: Who’s to Blame When Leads Don’t Convert?

Junk leads are more than just data in the CRM; they create a cycle of wasted efforts for both teams: 

Lost Time on Unproductive Calls: Call center agents spend precious time on leads that lack any genuine interest in the product, draining their morale and productivity. It’s frustrating for agents to encounter frequent rejections, impacting their motivation and performance. 

Strain on Marketing Resources: For marketing, the push for high numbers of leads can come at the expense of quality. Campaigns are evaluated on how many leads they generate, even if many are unlikely to convert. This can lead to a misplaced focus on quantity over quality, which ultimately fails both teams. 

Unmet Conversion Goals: For both marketing and the call center, junk leads directly affect the bottom line. Marketing sees low ROI on its campaigns, and the call center fails to hit conversion targets. In the end, this hurts the business by diverting resources from potential sales opportunities to unqualified leads. 

Read more: Junk leads

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Why do advertisers need to keep a check on their Reengagement campaigns?

Event spoofing involves fraudsters simulating user actions after a re-engagement campaign, such as fake logins, purchases, or app interactions. These fabricated events create the illusion that the campaign successfully drove meaningful engagement. However, these activities lack any real user intent or value, resulting in wasted ad spend and unreliable performance data. Event spoofing is particularly harmful because it often goes undetected until a deeper analysis reveals discrepancies between reported metrics and actual user behavior. 

Impact of Fraud on Re-Engagement Campaigns 

Financial Losses and Wasted Ad Spend: Re-engagement campaigns are designed to maximize ROI by targeting users who are already familiar with the brand. However, when fraudsters interfere, ad budgets are wasted on fake actions that provide no real value. For example, event spoofing may create the illusion of reactivated users completing high-value actions, such as purchases or logins, while in reality, no such engagement has occurred. This not only drains resources but also diverts funds from genuine opportunities to re-engage actual users.

Misleading Campaign Performance Data: Fraudulent activities in re-engagement campaigns can significantly distort performance metrics. Organic poaching and acquisition poaching, for instance, lead to inflated figures, making campaigns appear more successful than they truly are. When marketers rely on these skewed insights, they risk misallocating budgets, overestimating campaign effectiveness, and losing the ability to optimize future strategies effectively.

Read more about Impact of ad Fraud

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Ad Fraud Prevention: Beyond viewability and impression validation with Full Funnel Protection

Impression Fraud analysis is better at the post-bid stage than pre-bid, measuring performance beyond viewability metrics. In pre-bid analysis, i.e. before the ad is served, fraud can be identified based on only two parameters, IP and User Agents. Also, the time for analysis is limited to 10 milliseconds. This results in a meager 2% fraud identification.    

This is where a post-bid analysis trumps a pre-bid impression validation. Now that we have several more parameters fraud detection is done on deterministic and heuristic measures as well. This results in the detection of higher invalid impressions of 15-20%.  This results in improved ROI on Ad spending. Post-bid analysis is a more beneficial method for detecting ad fraud.

As viewability is not a measure to detect fraud, most of our competition focuses on advertisers spending an average of 15% of their programmatic budget on MFA sites, but some may spend as much as 42%. While 35% of programmatic spending is wasted on low-value environments like MFA sites.   By focusing on robust ad fraud detection advertisers can combat the various forms of fraud that undermine their campaigns across digital advertising platforms. Prioritizing impression validation is essential for maximizing return on investment and maintaining trust in the advertising ecosystem. 

To read more visit: Ad Fraud Prevention Beyond viewability and impression validation.