Next two articles are the identifying that is aimed at false discharge, go up a hair unripe mechanism around false discharge, produce an account (the interest of backside is bound) , the common thought that identifies false discharge is spent etc; Below piece how does complete introduction identify false discharge from a case.
Electric business, pay platform, O2O, do not have one exceptional ground to be full of false discharge from the industry such as media, advertisement, the discharge of disparate industry is cogged the form is different. To advertisement advocate for, understanding advertisement has put Cheng Zhongxu on form of the cogged form of false discharge and benefit, it is the foundation that identifies false discharge and premise.
Graph 1 each industry is false the form of discharge
One, the link that sees the ad with be like regular put in
Generally speaking, advertisement puts in a process to include a few such segment:
The first pace, advertisement advocate the choice puts in which kinds of advertisement, common form includes advertisement of SEM, DSP, iformation flow, spread its tail to wait; The 2nd pace, affirm advertising pays cost the form, common advertisement pays cost form to CPM, CPC, CPA, CPS is main settle accounts way, respectively according to show an amount, click a quantity, change close an account of quantity, sale; The 3rd pace, dog advertising puts in data, put in data commonly to have show quantity, hit, click quantity, consumption, success to register quantity, download quantity to wait.Because advertisement has put the channel in Cheng on the service,business exists various representative, the issue with the not high diaphaneity that existence discharge gets, let can supply cogged gray area increasing.
Graph 2 advertisement put in flow
2, the hair unripe mechanism of false discharge and benefit form
See the ad with be like regular put in flow, under cover is actually false the crisis of discharge. Stand in advertisement advocate angle, we unscramble false discharge from two direction:
The first kind is false discharge " produce a mechanism " ; The 2nd kind is false discharge " benefit form " .1.Does the hair opportunity of survival of false discharge make: ? ?+ of beard Yang is factitious and cogged
Graph 3 machines are cogged&Factitious and cogged
"The machine is cogged " common method has, send machine of false discharge, flesh to visit webpage, modification DNS/IP to visit technology of webpage, reptile to visit the method such as the webpage to create false flow through the machine, the purpose is imitate the behavior that browse produces a large number of traces that browse or be clicked and realize discharge to increase, the cost with cogged machine is relatively inferior, but cannot leave code order.
At present better precautionary measures, it is to pass user behavior analysis of the foundation to identify this kind of false discharge, the method of repass filling quantity, screen will reduce this kind of false flow. For example: Change often user identity, abb of fierce on a Cookie body pull up, an user has by tens of thousands second reveal;
Be like again: Iframe builds a holiday to reveal also is commonly used means, iframe is label of a HTML, often be used to as bear the weight of reveal advertising carrier, cogged and OK the photograph that cannot identify through the dimension instead naked eye Iframe. But this calculates exposure after all, advertisement advocate can want to pay fee to this, actually the user did not see.
"Factitious and cogged " the method of setting has, through employ, incentive means employ large quantities of personnels click webpage of APP of advertisement, download, visit, because belong to factitious operation.
This kind of false discharge is more difficult screen, but cost is relative taller. Can pass analysis of deepness user behavior, if change a circumstance to identify this kind of false discharge, rise " factitious and cogged " operation cost will reduce this kind of false flow.
2.The benefit form of false discharge
Graph the benefit form of 4 false discharge
Mention the benefit form of false discharge, the advertisement that cannot leave above paragraphs to mention pays cost the form. Every kinds of advertisement can have corresponding settle accounts and assessment index, this becomes one of pain spot of false discharge cheat.
The cogged setting that CPM, CPC pays cost the form basically is brush ad index, be like: Exposure, click etc. The cogged setting that CPA pays cost the form is to brush download, activation and keep to wait. The cogged setting that CPS pays cost the form is to brush order.Every kinds of advertisement has corresponding form paying fee, every kinds pay those who expend a form to have false discharge benefit to appeal to seek a site, these comprised the form of false discharge benefit. The occurrence of these false discharge, contain apparent characteristic normally, for instance: Click become very frequent but wait without the advertisement that frequent visit puts same individual on inside effective and alternant, period of time.
3, of false discharge " zoology is encircled " the interest below is bound
False discharge can be become " zoology is encircled " , because both sides of supply and demand is having common interest,be. Be in this " zoology is encircled " in, the offer person of false discharge, get person of false discharge is two important roles.
1.The offer person of false discharge: The interest of media and advertisement platform is bound
Advertisement platform and media are the offer person of false discharge, both control a many discharge natural resources.
Platform of advertisement of media of media advertisement platform is the fountainhead of advertisement discharge, also be advertisement puts the accrual in chain on the greatest one party, annual China puts in in sale advertising had had one billion four hundred and ten million and sixty-five thousand four hundred and eight yuan several. The advertisement that increases increasingly puts in demand and discharge demand, driving convection of advertisement platform oneself ceaselessly to estimate the demand that enlarge increases, so false discharge also appeared subsequently. Advertisement serves trader: Advertisement serves trader, as advertisement advocate the bridge with advertisement platform, it is advertisement puts in the important segment in link, advertisement service business and advertisement advocate come to an agreement the KPI outstanding achievement that goes fulfilling its requirement, if cannot finish KPI, false discharge also can make a kind of instrument that realizes KPI outstanding achievement, for example: Think way creation download quantity, visit quantity, read a quantity to wait.2.The get person of false discharge: "KPI " what pressure falls is helpless with acquiesce
On certain level, advertisement advocate make false flow very easily " the person that drive " , it is for example in the following setting:
Face the pressure that checks index: When the enterprise (advertisement advocate) when seeking KPI and certain result target overly, the pressure that is based on assessment index will be greater and greater, when exposure, click when waiting for index to cannot be finished, not self-conscious meeting ignores advertisement to brush the influence of the quantity. Put in the price low: Attribution the analysis can help enterprise differentiate be changed finally come from which channel (or what channel has positive effect to changing) , and oversight of enterprise classics regular meeting this one function. Common cause is to should put a budget on the enough, circumstance that win a customer below the circumstance of contented KPI, the sale operation of the enterprise is met oversight is different the false discharge that channel exists. And the half of discharge true and false of some channel, if do not go date from quality of every channel discharge, with respect to the long-term effect of can indulgent false discharge to sale effect. This is most important to be the sale of the target with the effect, be in especially year answer dish when, just discover the loss also is not a small amount. Industry financing demand: A few poineering companies are gotten to do the data such as download quantity good-looking, attract more investment, the means that also can use false flow actively brushs sheet.3.Discharge of both sides of encourage of usury embellish, low risk is cogged
False discharge does not have profound technical content, and discharge makes false cost extremely low. Relevant data shows: The cost that brushs discharge not as good as of normal flow cost very one of.
Advertisement advocate evaluate to what shed quantity quality, besides issueing the report that just provides, prove without direct evidence the other side makes a holiday, because this finds out false discharge difficulty big, dimension advantageous position is relatively difficult.
4, the difficulty that identifies false discharge
To identify false discharge, advertisement advocate because the meeting is the following two problems and it is difficult to make:
1.Advertisement puts in data and webpage to change data fault, cannot judge sequel to change a condition
Advertisement puts in data and webpage to change data fault is the main reason with opaque information.
What is advertisement media data?
Preamble is mentioned, false discharge can be occupied in the light of exposure and hits make a holiday, these two data belong to advertisement media data.
What is to change data?
Became visitor after discharge comes to the website, caller finishs in the website alternant (be like: L is registered, breathe out effectively, download) can maintain for clew, this changes data namely. Advertisement media data and change data fault, the from beginning to end that says normally namely carries discharge data to cut apart.
Below this kind of circumstance, once change,lead drop, advertisement chief commander cannot be judged is to put strategy on problem or false discharge do mischief. Advertisement advocate can statistic arrives of front click change, do not know follow-up professional work is changed how, advertisement advocate the detailed information that cannot obtain an user, very easy by becloud of advertisement platform place, although suspect somewhat to the discharge of advertisement platform, also do not have clear cogged evidence.
2.Cannot judge false discharge channel, undertake avoid
No matter be which kinds change behaviour (register, breathe out, download, activation) cannot leave discharge channel, more moment changes behaviour is assumed jointly by many discharge channel.
When total flow lump when, although you know to false discharge exists, also cannot locating truly definitely is the false discharge that which channel brings.
5, monitoring of flow of data of whole technological process is identified foundation
No matter dimension spends proceed with from which, identify false discharge, data of need general discharge, behavior data and the data with change data to pass certain collect a means, will get complete, comprehensive with accurate data, the purpose is flow of data of implementation whole technological process dog with the analysis. Got complete and overall data only, we just can find the trace of false discharge, analyse link of a false discharge only, can't support the evidence of false discharge.
Are next graphs the whole process: that discharge changes? Does moth of award muddleheaded dismiss a statement according to hack dainty just does Qiao drip naphthalene condyle handsome is hill of of the fir that protect slash?
Graph flow of data of 5 whole technological process
6, the common thought that identifies false discharge is spent
Generally speaking, real flow is general and natural (real flow is spent in each dimension in expression is natural certainly) with diversity (the netizen's be fond of each are not identical, behavior also is diversiform certainly) . And to false discharge, often show certain purpose sex (the generation of false discharge is concerned with a certain specific aim certainly) with regularity (specific aim brings about false discharge to have special law certainly) .
Because false discharge and real flow have bigger difference in specific visit behavior, around the user behavior can identify a false discharge from the following respects.
Graph the 6 common thought that identify false discharge are spent
1.Major attribute
Specific include: Time&District dimension is spent, concentration of business of means of net of terminal type, operating system, couplet, operation, IP.
Time dimension is spent&District dimension spends: Normal discharge visit distributings in each a day of medium period of time, geography relatively even (regional put in or mobile except) , visit current is relatively mild. And different discharge occurrence time paragraph concentration of area of special, origin, trend dash forward added condition. Accordingly, trend of the time that arises through discharge, situation, visit changes to be able to make the referenced way that judges false discharge. Terminal type: Different channel enclothes different user group, user terminal can have certain distinction. For instance: Millet uses the user of shop channel, mobile phone of nine times out of ten is millet mobile phone, if the other side is China's mobile client, they come from at mobile operation business. Exclude the applied store of these special channel, it is similar that the user terminal of major channel distributings with whole Internet terminal. Because this is below normal circumstance, the user visits facility should diversity. Manage together, the equipment attribute such as business of means of net of the equipment operating system of the user, couplet, operation, can make the reference standard that judges false discharge likewise.2.The product is participated in degree
Specific when including to jump out to visit deepness, average visit rate, on average method of behavior of long, user, page clicks average per capita of circumstance of keep of circumstance, discharge, single page to visit a frequency to wait.
(1) jump out to lead
We measure website function and quality to wait normally through jumping out to lead, it is OK also to jump out to lead as discern the referenced index of false discharge. If jump out rate is exorbitant, we are mixed besides the quality that wants judgement to put in channel group of fixed position client whether essence of life is accurate outside, return should vigilant false discharge.
(2) average visit deepness
Visitting deepness is the deepness that the user browses website, APP, it is one of main index that measure a website to serve efficiency. In order to brush the false discharge that the quantity is a purpose, the user visits deepness normally very low. Of course, cause an user to visit the reason with insufficient deepness to have a variety of, be like: New the failure of the be born page that put in guides etc.
When accordingly we are observing this norm, should take the lead in removing a product bigger alter the special situation such as the visit deepness inadequacy that cause, perhaps compare integratedly with the discharge data of other channel, undertake science is evaluated.
(3) grow when average visit
Index grows when average visit, basically use measure user and website, APP interactive deepness. Jump over interactively deep, stay accordingly when also grow more. What apparent and false discharge goes after is " quantity " , and rather than " when long " , because this grows when average visit,also can cooperate a few websites participate in degree of index to be analysed together.
(4) user behavior method
The user visits behavior method mediumly in APP or website, the analytic model of user method can have user action visible reveal. Because this tells the meeting after constant user comes to the website through channel,have different action, they can begin to undertake billabong from be born page commonly, can visit different page, end the visit to the website in different page.
Apparent, user action series distributings do not have the rule, and to false discharge, although pass certain kind to finish 2-3 second click, but also be beforehand set, have mark but of abide.
(5) the page clicks a circumstance
The page of false discharge user is clicked is to be not clicked normally, mixed and disorderly perhaps click, tool of graph of heating power of have the aid of can discover a problem easily.
(6) keep circumstance
Keep can judge user faithfulness to spend, the person that real flow always can have one part to visit can be visited again, and after collaboration ends, false discharge is to won't undertake these ending work.
(7) the single page average per capita of discharge visits a time
If the number of visit of average per capita of page of a certain be born is very high, for instance: The word of 4 above, very doubtful, because be in in the visit,the user is commonly won't browse for many times same of a be born page. Combine this page to visit a frequency to undertake contrast in the average per capita of website whole, the result will be more accurate.
3.Change a condition
Very much cogged discharge can imitate human behavior, bypass successfully jump out deepness of rate, average visit and these macroscopical index grow when staying, but it is more difficult to should imitate a business to change, if macroscopical index performance is very good, business changes very few word, raise vigilance with respect to need.
Below piece will tell about from user behavior data how multidimensional degree diagnose false discharge.
Topic figure comes from Unsplash, be based on CC0 agreement
