Step-by-Step Implementation Process for Tapper

1. Onboarding & Account Setup

Involved Parties: Marketing Manager, Account Administrator
Process: During onboarding, Tapper's team will work with the client to ensure Tapper is properly integrated into their ad accounts. This includes creating an account, workspace, protection script, and defining the accounts and campaigns to be monitored and protected.

2. Ad Account Integration

Involved Parties: Google Ads/Facebook Ads Account Administrators
Process: Tapper connects to the Google Ads and Facebook Ads accounts using their respective APIs. This allows us to monitor and block invalid traffic directly within the ad accounts. The account admins will need to provide access tokens or permissions for Tapper to function properly.
For Meta, the owner of the Meta page is necessary. Agencies/third parties do not have full permissions—particularly access to "sensitive actions," which is required to connect Meta Ads accounts.

3. Website Integration

Involved Parties: Web development team, Google Tag Manager (GTM) Administrator
Process: Our monitoring script (JS snippet) is installed on the website via Google Tag Manager (or directly in the website’s HTML). This step is crucial as it enables Tapper to monitor ad interactions and filter invalid traffic in real-time.

4. Conversion Script Installation

Involved Parties: Web Development Team, Google Tag Manager (GTM) Administrator
Process: Tapper’s conversion script must be installed on key conversion pages (such as checkout, thank you pages, lead forms, etc.). The primary goal is to establish ground truth data to train Tapper’s machine learning models. This allows Tapper to cluster human behavior versus bot behavior effectively, providing more accurate protection against invalid traffic.

5. Value Rule Exclusion Setup for Google’s Performance Max Campaigns

Involved Parties: Google Ads Administrator, Marketing Manager
Process: If the client is running Performance Max campaigns, Tapper will set up a Value Rule Exclusion to help improve the efficiency of ad spend. This process uses Tapper’s invalid traffic list to identify potentially fraudulent users. In Google Ads, the value rule allows the client to decrease the relevance of showing ads to these flagged users, improving ad quality by focusing on legitimate, higher-quality audience segments.

6. Meta Ads Protection URL Parameters

Involved Parties: Meta Ads Administrator, Marketing Manager
Process: Tapper can protect Meta Ads by adding custom URL parameters to each ad for precise tracking of advertisement clicks. Specifically, the {{ ad.id }} parameter from Meta’s dynamic values will be added to the URL. This value uniquely identifies each ad, allowing for granular tracking and ensuring that fraudulent activity is detected and blocked in real time.

7. Meta Ads Protection Audience Exclusion

Involved Parties: Meta Ads Administrator, Marketing Manager
Process: Tapper can protect Meta Ads by attaching an exclusion audience to an Ad Set in your Tapper platform. To attach the Exclusion Audience:
Toggle On Protection for an Ad Set by locating the Ad Set to which you wish to attach the audience exclusion, and toggle on the protection.
To verify the attachment, navigate to the Ad Set within Meta Ads Manager, click Edit on the desired Ad Set, and then under Audience Controls, ensure that "Tapper - Invalid Traffic Audience" is listed as an exclusion.

8. Configuration Review

Involved Parties: Ad Operations, Data Analytics, Marketing Teams|
Process: Once everything is set up, we’ll ensure Tapper is working as intended and that invalid traffic is being detected. Any discrepancies or adjustments can be addressed during this phase.

Updated on: 25/11/2024