Retailer: 50% more confirmed human traffic after one week of optimization
Post-bid in-ad and on-site measurement exposed gaps between bought delivery, traffic quality and actual user behavior. After optimization, confirmed human traffic increased by 50% within one week while bot traffic fell by 50%.
Challenge
A German retailer with approximately 44 million visits per month and around 12 million real users was running programmatic advertising. There were indications of bot traffic and inefficient media spend, while the relationship between bought channels and behavior on the destination site was unclear.
Approach
- Use post-bid in-ad measurement at campaign level together with parallel on-site measurement
- differentiate human and non-human activity by source, device and campaign parameters
- identify and exclude inefficient sources and devices
- focus budget on sources with confirmed human traffic, higher engagement and converting users
Outcome
Within one week, confirmed human traffic increased by 50% while bot traffic decreased by 50%. Media spend became more efficient and the data basis for future budget and campaign decisions improved.
A concrete task is the best starting point.
We define mandate, scope and responsibilities before the project begins – and clarify whether H.O.T. AG is needed as media consultant or independent audit function.