As an affiliate marketer, know that you are going to experience fraud within your program.
Affiliate fraud still exists today, just as much as it did in the early days of the industry. However, thanks to better technology solutions, more robust terms and conditions, better screening of partners, and improved program management, fraud is much easier to spot and take action to prevent in your program.
When it comes to affiliate marketing, fraud is a very broad term that encompasses anything that violates your program’s terms and conditions, including any unethical behavior by your affiliates. Unfortunately, there will always be a few individuals in this industry trying to skirt the system, which is why affiliate managers, both in-house and outsourced, need to be ever vigilant.
The promise of easy-money incentivizes unethical partners to find loopholes in your terms and conditions and undermine existing fraud-prevention tools that you or your affiliate network have in place.
Lack of fraud check processes by program managers allows fraudulent partners to operate and potentially ruin an advertiser’s ROI and success in the affiliate channel.
There are countless ways a partner can participate in fraudulent activity within your affiliate program, including but not limited to:
Fraudulent activity takes place with the goal of making money off your program. Knowing why and how fraud occurs is a good first step to taking action and fighting it.
Spotting fraud can be done in a few ways:
Data is key. Fraud can always be found by paying attention to the data in your program. Your agency partner should always be keeping an eye on the data and monitoring anything abnormal that does not make sense based on current events and initiatives within your program. Anything abnormal can almost always be attributed to fraudulent activity.
Here are a few key places to check your data for potential fraud:
Know that fraud will happen in your program, but hope is not lost as there are ways to take immediate action and prevent it going forward.
With affiliate marketing, an account manager can go back and reverse compensation to a partner if/when it’s been determined that their commissions were unwarranted.
When an affiliate program is properly managed, establishing a process for consistently checking for fraudulent activity is straightforward and it only requires due diligence.
Depending on the activity you are noticing, a general best practice would be to update your program’s terms and conditions, reach out to violating partners to take action accordingly, and reverse commissions or even terminate the partnership with the affiliate if necessary.
Two easy steps to safeguard against fraud include:
Although manually approving affiliates is time-consuming, especially for large programs, it is your first line of defense against fraudulent affiliates. Before you approve an affiliate, we recommend evaluating:
You should also review any notes or history provided by the affiliate network (if available) to see if the affiliate has a history of fraudulent activity in other programs.
When you update your affiliate terms and conditions, it’s always a good policy to send a newsletter out to your affiliates announcing the changes to your terms. Be sure to include a due date for affiliates to bring their promotional efforts in compliance to your updated terms. This will ensure that honest affiliates comply with your new terms and allow them time to update their campaigns.
Once the due date has passed, start enforcing your new terms rigorously. There are helpful fraud detection tools available, such as BrandVerity, that can:
Once you have your affiliate terms and conditions updated and you’re familiar with how to check for fraud in your program, it’s important to create a routine to keep your affiliate program in check. We recommend you set aside time at least once per week to go through your data and your fraud checking tools to ensure affiliate compliance.
Start by checking your fraud detection tools, then look at your referring URLs from your sales and leads (pay special attention to referring URLs from sub-affiliate networks). From there, look at IP addresses to ensure no mass duplicate IPs. Finish up by looking for abnormal spikes in sales and leads from otherwise low-performing affiliates. The last two tasks we recommend adding to your routine are to create a blacklist of affiliates you don’t want in your program and staying current on industry trends and issues.
Creating a routine and sticking to it is going to give you the best shot at detecting and preventing fraud in your affiliate program. Keeping this routine will mean higher ROI, better on-brand promotion from your affiliates, and more success overall in your affiliate program.
Preventing fraud in your affiliate program requires consistent oversight, expertise and resources – services that an experienced affiliate program management agency can provide.
Author: Kelsie Mosebar