Companies that are using social media marketing are not able to fully exploit its benefits because of digital ad fraud. Ad fraud can take any one of four types; impression fraud, click fraud, conversion fraud and data fraud. In each of these cases a visitor to an advertiser's site is reported to be authentic but is in reality, not.
How big is the ad fraud problem? Advertisers experience a recurring loss in advertising revenue, losing $1 for every $3 spent on digital ads. Global advertising revenue lost to ad fraud was expected to reach $13.3 billion in 2017, more than double the $6.1 billion estimated for 2016. This accounts for more than 10% of the total global digital media market. As an organisation you need to minimise this loss as much as possible.
Beacon gives incredible social post-level insights into the results of social media marketing activity. The technology tracks website visitors from any individual social post, across multiple social networks, giving accurate post-by-post analytics and insights into the digital customer journey, and the true value earned from the activities.
By closing the loop on social traffic to website results we are able to help identify real people from fake visits in a more meaningful way.