Simple To Advanced Attribution Fraud

Just because a URL contains a utm source, e.g. utm_source=msn or utm_source=cnn, it doesn’t necessarily mean the click came from an ad on msn.com or cnn.com. It could be legitimate, or it could be manipulated.

Since a utm source can be added to any URL, it’s possible for fraudsters to make a click appear as if it came from anywhere. This can mislead advertisers into thinking their campaigns are performing well when, in reality, the traffic may not be genuine. If advertisers believe their ads are driving strong results, especially from a recognizable site, they may increase their spending, unknowingly fueling more fraud.

This article will break down different ways attribution can be manipulated, from basic methods to more advanced techniques. The examples are based on real data, offering insights into how to spot and prevent these issues.

Simple Attribution Fraud

Here’s how it works: A fraudster manipulates a tracking URL to make it seem like traffic is coming from a legitimate source. For example, they could set utm_source=*TrustedNewsSite* in a URL, even though the click never actually came from that site. When this URL is loaded, whether by a bot or another fraudulent method, analytics tools like Google Analytics record it as traffic from that trusted news site.

Since these analytics platforms can’t verify whether a real user clicked, advertisers believe their ads are performing well and continue investing in that channel. Meanwhile, fraudsters profit from the artificially inflated engagement. This is just one example of how simple attribution tricks can lead to wasted ad spend.

With Fraud0 tracking site activity, it’s possible to determine whether a click came from a real person or an automated bot. Additionally, it can help verify if the click actually originated from an ad on the claimed source or if the data has been manipulated.

By analyzing referral information, we provide a clearer picture of where traffic is truly coming from, making it easier to detect misleading attribution and prevent wasted ad spend.

Below is an example illustrating this in more detail. The UTM_Source=facebook parameter indicates that a click originated from a campaign on Facebook, which is confirmed by the referrer data. Additionally, some clicks are coming from instagram.com or as a redirect (l.facebook.com). If you haven’t noticed yet, pages with UTM_Source=*something* but no referrer can be faked.