FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?

1. July 2020 / Page 0marketing.scienceconsulting group, inc.
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How-To For Marketers
July 2020
Augustine Fou, PhD.
acfou [at] mktsci [.] com

2. July 2020 / Page 1marketing.scienceconsulting group, inc.
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Who am I?
• I am a digital marketer of 25+ years
• I look at analytics data every day
• I audit campaigns for fraud and other
anomalies that lower performance
• I teach clients how to use analytics to
spot fraud and make optimizations
themselves

3. July 2020 / Page 2marketing.scienceconsulting group, inc.
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Why did I build it? How is it different?
https://www.linkedin.com/pulse/does-your-analytics-
platform-have-cybersecurity-dr-augustine-fou-/
https://www.linkedin.com/pulse/fouanaly
tics-alternative-google-analytics-fraud/

4. July 2020 / Page 3marketing.scienceconsulting group, inc.
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Site
Analytics
Media
Analytics
“see fou yourself”
• alternative to Google Analytics
• secure, hardened against attack
• shows all details, no black box
• innovated w/ practitioners
• verify your own media/ads
• secure, hardened against attack
• shows details for decisioning
• recommended optimizations
for #publishers for #marketers

5. July 2020 / Page 4marketing.scienceconsulting group, inc.
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Media Analytics
(in-ad tags for ads)

6. July 2020 / Page 5marketing.scienceconsulting group, inc.
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Answers these questions…
1. Where were my ads actually shown?
2. Were my ads shown to humans?
(plus other characteristics like
viewability, duration, interaction, etc.)
3. Which domains and apps were
“cheaters” (fraudulent or sub-optimal)?

7. July 2020 / Page 6marketing.scienceconsulting group, inc.
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Copy and Paste In-Ad Tag
In-Ad
Example from DCM
(copy and paste ad tag)
In-ad tag
In-ad tag
In-ad tag
JS tag in ad creative

8. July 2020 / Page 7marketing.scienceconsulting group, inc.
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Approved on Major Networks

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Analyze a Campaign

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Sign in to FouAnalytics

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FouAnalytics Dashboard
Stacked percent chart
Blue (human)
Red (bots)
Hourly Volume (green bars)

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FouAnalytics Dashboard
Most Recent data points Total data collected

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Geolocations of impressions

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What is “dark red” (bots)?
Click the red to
isolate it

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What domains or apps?
Domains Mobile Apps

16. July 2020 / Page 15marketing.scienceconsulting group, inc.
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Datacenters, Declared Bots
Datacenter Declared Bots
“users from data centers are not likely
human; humans don’t access the internet
through Amazon Cloud”
“declared bots are ones that say their
name honestly in the user_agent; but
they are still bots”

17. July 2020 / Page 16marketing.scienceconsulting group, inc.
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Overfrequency, GDPR
Ads per Unique Device Faked GDPR Consent String
“did you forget to set frequency caps?
or the f-cap you set is not working?” “GDPR consent strings are supposed to be
unique to the device/user – this consent
string bounces around many countries.”

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Where do visitors click?
Click patterns on desktop and mobile screens, vs bots

19. July 2020 / Page 18marketing.scienceconsulting group, inc.
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Summary Charts and
Sample Output

20. July 2020 / Page 19marketing.scienceconsulting group, inc.
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Detect / reduce fraud in-flight
Launch Week 3 onwardWeeks 1-2
Initial baseline
measurement
Measurement after
first optimization
After eliminating several
“problematic” networks
Stacked percent chart
Blue (human)
Red (bots)

21. July 2020 / Page 20marketing.scienceconsulting group, inc.
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Shift dollars to more humans (blue)
Marketer 1
• Blue means humans
• Red means bots
Marketer 2
“recommendation is to increase spend on
sources driving more humans (blue); reduce
spend on sources with more bots (red)”

22. July 2020 / Page 21marketing.scienceconsulting group, inc.
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Shift budget to more human sources
Lower quality paid
sources mean higher
cost per human – like
11X higher cost.
Sources of different
quality send widely
different amounts of
humans to landing pages.

23. July 2020 / Page 22marketing.scienceconsulting group, inc.
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Where is “red” coming from?
What domains and apps should I consider turning off?
domains mobile apps
Turn off domains and apps that have the most red

24. July 2020 / Page 23marketing.scienceconsulting group, inc.
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Systematically reducing bots
• Bots can be programmed to send as much traffic and generate as many impresisons
and clicks as the advertiser wants
By systematically reducing ad
spend to ad networks and sites
that had the highest bots, and
increasing allocation to premium
publishers, the advertiser
increased ad impressions served
to humans, and lowered those
served to bots.

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Total cost vs unit cost (CPM)
Pay much higher CPM, spend less total, get more outcomes

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“How does this compare to your
black-box verification vendor that
just tells you X% IVT?”