Monthly ad-fraud digests from mFilterIt

Why re-engagement campaigns don't yield the desired results?

They say winning a new customer is easy, but retaining isn’t. The app market in India and world over is in a new phase. The focus is on how to keep the users excited and active so that they consistently transact and stay engaged.

This has a bearing on everything. It impacts valuation, revenues, listing and the overall reputation of the platform. Of recent, re-engagement campaigns have been among favorite Ad Fraud carriers. This is because marketers are increasing spending on re-engagement. So are the fraudsters focusing more.

There is a need to have the rules of the game changed to capture re-engagement Ad-Fraud. Otherwise, re- engagement campaigns will always underperform. The main reason for re-engagement campaigns underperforming is due to incorrect and imperfect demarcation between an active and a dead/dormant user.

Attribution Window: Unlike user acquisition attribution window, re-engagement campaigns are mostly set at default 28 days level. This is a huge contrast. In the user acquisition, the source is attributed within 24 hours, in some cases 3 hours. Also, there are variations for the optimal level of attribution window for each service, product and category. For accurate measurement of re-engagement campaigns, brands need to analyses them in these subtle nuanced perspectives.

Click or View: While for all campaigns, click through has become the default event to be measured on the counter, re-engagements are still ascertained on views. This is again not the right practice. The deciding factor has to be same in both the scenarios and, registering click through makes much more sense as it increases the RoI.

Inactivity Window: Re-engagement is for customers who are not active and live. Active users may also go into mini-hibernation, but that is a normal expected behavior. The success of re-engagement is not in getting these active users who may be ON and OFF as per expected behavior. Re-engagement campaigns must bring the real inactive users live. For this, it is very important that inactivity window is measured accurately. Again, this could be different for a product, service and the category. Otherwise, re-engagement campaign could result in engaging users who would have anyways resumed organically after an expected pause.

The bottom line is like any other Performance Marketing success measurement; it’s not only to quantitatively assess campaigns. Performance marketing campaigns, which will include fraud, will definitely result in performance and data as well as results will always indicate success. However, marketers have to fine-tune the metrics based on quantitative measurements as well as qualitative assessment of the results. Then only, absolute performance of a campaign, in this case, re-engagement campaign, can be measured. Going only by the performance results derived quantitatively will result in diluted or unfiltered results, which will still have high proportion of elements of ad-fraud.

Lead Generation Fraud Impact

Product Brief

Marketers spend heavy dollars on generating leads. Since the lead generation agencies are paid against performance, they have a lucrative reason to inflate the results. The onus of validating the genuineness lies on the marketers for which they have to make additional efforts as well as burn more money.

mFilterIt

mFilterIt Lead Management solution helps proactively detect fraudulent leads by taking a comprehensive integrated view to validate the credentials of a lead much before it is acted upon. This eliminates all wastage in terms of money as well as efforts and help brands to KYC before opening up any channel of communication or engagement. For more visit our website https://www.mfilterit.com/