How to Prevent Lead Generation Fraud

Using fake leads can cost companies thousands of dollars. If lead generation fraud is not detected, it can result in damage to your company’s brand. The good news is that there are steps that you can take to prevent fraud.

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One way to combat fraud is through a fraud score. A fraud score can help identify leads that are more likely to be fraudulent and help you prevent payouts to high-risk sources. A fraud score is especially useful when running a lead generation partnership at scale.

Another way to detect fraud is by examining the IP reputation of incoming leads. For example, a web hosting provider’s IP history can be used to determine whether a lead is likely to be fraudulent.

Using a fraud detection system can also help you find and eliminate bad bots. These bots are automated, nonhuman traffic that mimics the browsing behavior of real humans. These bots often attempt to fill out form fields.

For example, a malicious publisher registers with an advertiser’s CPC or CPL affiliate program. The publisher’s site captures real people’s PII and then sells it to multiple advertisers. The advertiser credits the publisher with the lead, while paying the publisher a commission on the lead. The publisher then reuses the PII to submit forms for other CPL or CPC advertisers.

Using a spoofing program can also help to fight against lead generation fraud. A spoofing program can run through thousands of unique devices, push through fake notifications and fake lead forms.

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