欺诈分析

概述

Branch 的欺诈检测平台使用智能黑名单实时阻止已知的不良行为者,确保客户无需为欺诈性流量付费。它包括有助于确定欺诈形式的核心指标,例如安装劫持,点击泛滥和设备重置欺诈。

该平台利用 Branch 的 persona 数据库为您提供 RealScore。该模型可以智能地计算任何给定安装来自真实用户而非机器人,恶意软件或虚假归因声明的可能性。 RealScore 依靠各种 Web 和应用信号来建立正常和欺诈行为的模式,使其成为首个利用移动设备上所有可用信号集的欺诈检测产品。

先决条件

In order to view Fraud Analytics, you need to have completed the following:

  1. Enabled Fraud Rules
  2. Have sufficient access/permission rights for your Branch app.
    • View/Edit access to the Fraud Settings & Data permission.

核心指标

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Core Metrics allow you to quickly analyze fraud detection performance.

Metric

描述

阻止安装百分比

The percentage of blocked installs divided by installs.

点击安装百分比

被归因的安装的百分比除以点击次数。

Install % Over 1d

The percentage of unblocked installs where the time from click to install was over 1 day - an indicator of click flooding.

Install % Under 10s

The percentage of unblocked installs where the time from click to install was under 10 seconds - an indicator of click injection

Fraud Report

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In-Depth Fraud & Recommendations

Because Fraud Detection is very complex, visit our guide on understanding fraud and recommendations here.

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The Fraud Report will measure the performance of your blocked events for specific fraud indicators. Branch recommends creating fraud rules to block erroneous attribution credit in real time.

可用欺诈规则

Fraud Rule

描述

转化时间

The time between the touch and the conversion is short.

点击注入

Events with suspicious touch to Play Store Install Begin times, indicative of Click Injection.

设备冲突

The device information on the touch and the conversion are different.

地域冲突

The touch and the conversion occur in different countries.

IP

Events coming from known TOR networks.

一旦封顶

Events only occurring once per user.

Persona Fraud

Browsers or devices with suspicious behavior based on Branch’s cross-platform Link Graph.

Suspicious Device

Install from fake devices or emulators.

Custom

与自定义欺诈参数选择匹配的事件。

Do not show blocked events based on Fraud Rules. Branch automatically selects None when you filter on Key Fraud Indicators instead.

关键欺诈指标

Fraud Indicator

描述

Fake Devices/Click Farms

模拟器和点击农场会从可疑 IP 产生点击,并在安装后显示异常行为。在 Ads Analytics 中检查被屏蔽的点击和您的用户价值指标,以识别这种欺诈行为。

Install Hijacking/Click Injection

安装新应用后,即使在首次打开之前,手机上的其他应用有时也可以检测到安装。欺诈性发行商可能会在打开应用前检测到自然安装时触发点击。可以通过可疑的低点击安装时间来识别。

刷点击

发行商可以通过不同的设备 ID 生成数百万次的点击量,希望这些用户中的其中一个以后能够进行安装。通常,点击和安装操作是无关联的,因此,点击到安装的时间间隔会较长,并且转化率也会很低。

广告堆叠

发行商有时会在一个广告展示位置中放置数十个广告,从而导致大量的展示和点击,而安装率却很低。

设备重置

设备重置欺诈的特征是来自可疑 IP 的新设备。密切注意您的用户价值指标和可疑的高点击安装率。

Click to Install (CTI) Time Chart

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The Click to Install (CTI) Time is a great tool for comparing CTI time for specific ad networks broken out by OS. Here you'll be able to compare CTI time in:

  • seconds
  • minutes
  • hours
  • days

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