Audit traffic quality and acquisition risk

Business result

Verified retained customer contribution, not install volume alone.

Next step

Understand the cause

Working output

Project brief

Unit of analysis

Network × placement × install cohort × quality event

Decision owner

Marketing Analytics and Risk Lead

Hypotheses and diagnostic checks

• Reconcile identities and inspect suspicious sources before testing exclusions.
• Define a check that can answer: Are low costs accompanied by verified customer outcomes?
• Define a check that can answer: Do source or identity anomalies explain the apparent quality gap?
• Define a check that can answer: Which bounded exclusion can be tested without losing valid customers?
• Record the observation that would disprove each explanation.

Acceptance checks

• Suspicious observations are distinguished from confirmed invalid traffic.
• Quality differences use comparable cohort ages and visible coverage.

Deliverables

• A diagnosis with competing explanations and the next check
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.