Using Google Analytics to find abnormal traffic and fraud; this is a how-to, to get hourly charts instead of daily rolled-up or averaged data, which hides the fraud.

1. December 2020 / Page 0marketing.scienceconsulting group, inc.
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Finding Fraud with GA
Abnormal Referrers
December 2020
Augustine Fou, PhD.
acfou [at] mktsci.com

2. December 2020 / Page 1marketing.scienceconsulting group, inc.
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Rolled-up Data is Limited
What can you tell from this?
Not much. Other than how much.

3. December 2020 / Page 2marketing.scienceconsulting group, inc.
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Averaged Data is Limited
What can you tell from this?
Not much. Other than how much.

4. December 2020 / Page 3marketing.scienceconsulting group, inc.
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Hourly data yields insights
Top 4 referrers, same pattern -- abnormal
Operating System
Android

5. December 2020 / Page 4marketing.scienceconsulting group, inc.
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Hourly not avail in Acquisition

6. December 2020 / Page 5marketing.scienceconsulting group, inc.
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How to get Hourly in GA
1. Add Segment
2. Make Segment
for each referring
source
3. Name it, Save it

7. December 2020 / Page 6marketing.scienceconsulting group, inc.
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How to get Hourly in GA
1. Go to Audience
Overview in GA
2. Select Hourly
3. Add Segment
4. Select and Apply
Named Segments

8. December 2020 / Page 7marketing.scienceconsulting group, inc.
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Hourly data yields insights
Check for abnormal consistency (faked traffic)
Operating System
Android

9. December 2020 / Page 8marketing.scienceconsulting group, inc.
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About the Author
Augustine Fou, PhD.
acfou [@] mktsci.com

10. December 2020 / Page 9marketing.scienceconsulting group, inc.
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Dr. Augustine Fou – Researcher
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017
20192018