34-64% Invalid Traffic to Listings
After combing through advertising data, I have found concerningly high invalid impressions (10s of 1000s) and clicks.
I have also noticed a correlation of a drastic drop in sales in previously well-performing products (several $0 days). It is hard to believe that these things are not connected. Additionally, if invalid advertising traffic is this high, I imagine my invalid organic traffic is high as well--which definitely impacts the algorithm.
How are you guys navigating climates with high percentages of fraudulent activity? Numbers as high as 64%??--there has to be intention and motivation behind that
feeling heartbroken because I truly play by the rules and there are actors with not only fraudulent activity but perceivably malicious activity. Malicious activity that is likely impacting the success of my products that I worked really hard to design and create
34-64% Invalid Traffic to Listings
After combing through advertising data, I have found concerningly high invalid impressions (10s of 1000s) and clicks.
I have also noticed a correlation of a drastic drop in sales in previously well-performing products (several $0 days). It is hard to believe that these things are not connected. Additionally, if invalid advertising traffic is this high, I imagine my invalid organic traffic is high as well--which definitely impacts the algorithm.
How are you guys navigating climates with high percentages of fraudulent activity? Numbers as high as 64%??--there has to be intention and motivation behind that
feeling heartbroken because I truly play by the rules and there are actors with not only fraudulent activity but perceivably malicious activity. Malicious activity that is likely impacting the success of my products that I worked really hard to design and create
9 respuestas
Danika_Amazon
Hi @Seller_SUBrUFXJ9pHvQand thanks for reaching out. I'm Danika from the Community Manager team.
Can you please specify for how long you've noted this issue? I'm going to follow up internally and knowing the time frame would be useful.
Also, have you cut a ticket to Ads Support for this issue and if so, can you please share the case number?
Thanks--looking forward to hearing back from you.
Best,
Danika
Seller_SUBrUFXJ9pHvQ
Hello Danika,
So far, I have reviewed up from now to January. However, it seems like it has been happening for even longer. I have.
Ticket inquiring about invalid advertising impressions:
12341509341
Ticket inquiring investigating organic traffic for potential invalid impressions:
12342163891
Thanks for your reply.
Danika_Amazon
Hi @Seller_SUBrUFXJ9pHvQand apologies for my response delay. I've reached out internally to the Ads team and have a follow-up question for you: are you being charged for invalid traffic? Or are you simply seeing the invalid traffic? We can't block the traffic itself, but the Ads team is already proactively scraping for invalid traffic.
If you think you're getting charged for invalid traffic, then please submit a new Ad Support ticket where you specifically outline the amount of dollars you've been charged for which clicks--please provide specific campaigns so the support team is prepared to investigate on your behalf.
Additionally, Amazon Ads has a mechanism of doing manual analysis proactively by monitoring metrics, or as a response to customer escalation. If they discover after the billing cycle that you've been charged for an invalid activity, they'll adjust your next invoice. So as I wrote above--if you think you're being charged in error, definitely submit a new case and include specifics.
I can see some links that were shared in your case numbers, but I'm going to add them here again, as they're full of clarifying information:
- Gross and invalid traffic metrics help page
- Adjustments to invalid spend help page
- Interpreting invalid traffic help page
I hope this is helpful. Thanks again for reaching out, and have a great weekend!
- Danika
Seller_SUBrUFXJ9pHvQ
Thank you for your response @Danika_Amazon
Yes, they have expressed that I am not being charged.
I am mostly concerned about how this invalid traffic and behavior may be impacting my products in the algorithm. High traffic that isn't converting to sales is harmful to the algorithm's assessment of the sellability of my products.
if 34-64% is invalid via advertising, I am concerned about organic traffic as well. Whoever the fraudulent actor(s) are, they appear to be highly motivated. The only benefit I see they could be getting out of it is manipulating the algorithm in their favor.
My inquiry is what is Amazon doing to ensure invalid traffic does not negatively impact sellers in the algorithm? Though charges can be reimbursed, there is a very real opportunity cost in the algorithm of an artificially low conversion score brought about by invalid traffic.
Seller_SUBrUFXJ9pHvQ
Hi @Danika_Amazon
Following up.
Danika_Amazon
Hi @Seller_SUBrUFXJ9pHvQand apologies for the response delay. I'm reaching out to someone on the Ads team to address your questions, but while I await a response, can you help me understand what the opportunity cost you mention is? Are you concerned that a lower conversion score will result in fewer ad opportunities?
Thanks in advance,
- Danika
Seller_SUBrUFXJ9pHvQ
The opportunity cost is decreased favor from the algorithm on the platform overall. Beyond just advertising.
CTR = (clicks/impressions) * 100. This is data that is used by the algorithm overall, not just with advertising, to determine the sellability of a product. Impressions matter immensely in this equation.
Since you are saying there is nothing Amazon can do to prevent invalid impressions, what is Amazon doing to combat how artificially low CTRs impact products in the algorithm overall? Not just with advertising.
To have hit 64% invalid impressions (impression # in the thousands), it is clear that a bad actor has a motive. Manipulating the algorithm against a product is the only benefit for high-volume invalid impressions
