Checking abnormal referrer traffic in google analytics

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Dr. Augustine Fou - Independent Ad Fraud Researcher

Using Google Analytics to find abnormal traffic and fraud; this is a how-to, to get hourly charts instead of daily rolled-up or averaged data, which hides the fraud.

Données & analyses

December 2020 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Finding Fraud with GA
Abnormal Referrers
December 2020
Augustine Fou, PhD.
acfou [at] mktsci.com

December 2020 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Rolled-up Data is Limited
What can you tell from this?
Not much. Other than how much.

December 2020 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Averaged Data is Limited
What can you tell from this?
Not much. Other than how much.

December 2020 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Hourly data yields insights
Top 4 referrers, same pattern -- abnormal
Operating System
Android

December 2020 / Page 4marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Hourly not avail in Acquisition

December 2020 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
How to get Hourly in GA
1. Add Segment
2. Make Segment
for each referring
source
3. Name it, Save it

December 2020 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
How to get Hourly in GA
1. Go to Audience
Overview in GA
2. Select Hourly
3. Add Segment
4. Select and Apply
Named Segments

December 2020 / Page 7marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Hourly data yields insights
Check for abnormal consistency (faked traffic)
Operating System
Android

December 2020 / Page 8marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
About the Author
Augustine Fou, PhD.
acfou [@] mktsci.com

December 2020 / Page 9marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Dr. Augustine Fou – Researcher
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017
20192018

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Checking abnormal referrer traffic in google analytics

1. December 2020 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Finding Fraud with GA Abnormal Referrers December 2020 Augustine Fou, PhD. acfou [at] mktsci.com

2. December 2020 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Rolled-up Data is Limited What can you tell from this? Not much. Other than how much.

3. December 2020 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Averaged Data is Limited What can you tell from this? Not much. Other than how much.

4. December 2020 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Hourly data yields insights Top 4 referrers, same pattern -- abnormal Operating System Android

5. December 2020 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Hourly not avail in Acquisition

6. December 2020 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou How to get Hourly in GA 1. Add Segment 2. Make Segment for each referring source 3. Name it, Save it

7. December 2020 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou How to get Hourly in GA 1. Go to Audience Overview in GA 2. Select Hourly 3. Add Segment 4. Select and Apply Named Segments

8. December 2020 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Hourly data yields insights Check for abnormal consistency (faked traffic) Operating System Android

9. December 2020 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou About the Author Augustine Fou, PhD. acfou [@] mktsci.com

10. December 2020 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Researcher 2013 2014 Published slide decks and posts: http://www.slideshare.net/augustinefou/presentations https://www.linkedin.com/today/author/augustinefou 2016 2015 2017 20192018

Checking abnormal referrer traffic in google analytics

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Checking abnormal referrer traffic in google analytics