Blocking Ad Fraud in Healthcare by Integrating Data in Google Cloud Platform
The Client
A healthcare marketplace that providers a one-stop prescribing assistant for healthcare professionals to research and match pharmaceutical products to their patients based on needs while providing a centralized source for research, education, and sample fulfillment.
The Challenge
Providing its customers accurate and detailed website engagement reporting is critical to measuring performance and bots dilute KPIs. To prevent bots and other forms of ad fraud from degrading the reporting accuracy, the team designed a solution that would identify data generated by bots and exclude it from reports.
Results
3 Weeks
Time to Solution
15,000
Bots Filtered
Client improved the quality of key performance metrics its customers use to gauge the performance and value of its service.
The Solution
DiveTeam configured the Google Analytics and Google Ads integrations to stream into BigQuery and then designed a model to integrate these data using Dataform. The blended data model enabled insights about website sessions that was not available in Google Analytics or Google Ads alone, and the team was able to identify and block over 15,000 sessions generated by fraudulent bots and maintain accurate reporting to customers.
This approach was able to filter fraudulent bot traffic out of its data, which made it possible to analyze how well the display channel is performing to acquire new human (non-bot) customers, and the ratio of those customers who continue to engage with the website after the initial visit.
Technologies & Platforms:
Google Analytics | Google Marketing Platform | BigQuery | Dataform