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Four Ways to Fight Fake Traffic on Your Association's Website

Ad fraud is becoming more sophisticated

Your analytics are an incredibly important part of what makes your association’s website useful—sometimes even essential to its bottom line. But when that data isn't quite accurate, it can create some big problems—and lead you to some decisions that are not the right ones.

Which is why a report on the nature of "fake traffic"—that is, artificially inflated traffic that appears either in your server logs or your analytics profile—struck me as particularly alarming.

According to the advertising verification firm CHEQ, 18 percent of online ad traffic from October 2018 through February of 2019 was fraudulent, which is a lot, but only half of the 36 percent rate the Interactive Advertising Bureau bandied about more than five years ago. (Credit the recent progress made on ad fraud, apparently.)

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