What is FouAnalytics? How does FouAnalytics work?

We're 12 years in. I've been working this since 2012. For the first 8 years, I screenshot from the dashboard and delivered recommendations to clients via Powerpoint. In 2020, I decided to open the platform to others. I gave the platform a name -- "FouAnalytics" -- and created user accounts so other folks can log in and be part of the movement to make digital advertising better.

What is FouAnalytics?

FouAnalytics is advanced analytics for your digital ads. Google Analytics (GA) is analytics for websites. But you can't use GA to measure ad impressions. FouAnalytics in-ad tags are used to measure digital ad impressions -- e.g. where the ads went, and if bots or other forms of fraud caused the ads to load. FouAnalytics on-site tags are used on websites to measure bots and human activity so site owners can make business decisions better informed by analytics. I continue to tune the algorithms underlying the FouAnalytics platform, by reviewing active campaigns with clients and partners every day (sometimes weekends too) over the last 12 years.

How does FouAnalytics work?

FouAnalytics collects hundreds of javascript parameters from the browser and triangulates multiple parameters together to look for tell-tale signs of automation -- e.g. 1) headless browsers remotely controlled to load webpages (traffic for websites), or 2) mobile emulators that continuously run mobile apps to cause ads to load. The FouAnalytics platform handles billions of ad impressions, far larger quantities than pageviews on websites. The following is the performance/latency of FouAnalytics tags during the Superbowl 2024. No increase in latency compared to everyday measurement.

FouAnalytics is deterministic and uses a series of red flags and blue flags. When we see 3 or more red flags for a single ad impression, that is marked dark red. When we see 3 or more blue flags for a single impression or pageview, that is marked dark blue. In addition to bots and invalid traffic, many other forms of fraud are detected -- e.g. ad stacking, pixel stuffing, MFA ("more f**kin' ads"), popunders, ad slot refreshing, forced redirects, etc. And beyond fraud, the analytical details allow users to improve campaign hygiene, for example, turn off overnight hours, set pacing and frequency caps, etc.

For more details see: Why FouAnalytics works, even without complete measurement

Is FouAnalytics privacy compliant?

Yes. TL;DR

- no PII ever

- no cookies ever

- in EU we discard IP addresses, no data transfer out of EU

- data not used for any other purpose outside of FouAnalytics

- clients may ask to delete data at any time

As Google Analytics sunsets in usefulness, FouAnalytics is used by analytics professionals to fill in the gaps. For example, GA removed query strings, ISP names, full HTTP_USER_AGENT string, etc. FouAnalytics provides all those details to back-fill what GA took away. GA is increasingly "modelling" the traffic, instead of measuring it. This is especially problematic for low-volume sites where there's insufficient data for accurate modeling. See Himanshu Sharma 's thread here https://twitter.com/analyticsnerd/status/1776582484378996833

For more details see: FouAnalytics is a GDPR-Compliant Alternative to Google Analytics

Who uses FouAnalytics?

I don't disclose clients even if procurement asks for such a list in new vendor paperwork. The FouAnalytics platform stands on its own merits and the detailed data it provides to each client looking at the own FouAnalytics data. I do not rely on name-dropping other large brands to create mental comfort for procurement folks, CMOs, or CEOs. I prioritize working with brands, agencies, and individuals who have done their own background checks on the platform and my credibility in digital marketing over the last 30 years. And when they reach out and ask to use the FouAnalytics platform. These days, leads are 100% inbound. I do not attend or speak at conferences (except d3con for partner fraud0.com ). I do not need any more PR. And usually there's more prospective customers than we can onboard.

I don't name clients, but if they choose to write something about how they use FouAnalytics and their experience using FouAnalytics, I welcome it and share it.

Are you ready to upgrade from legacy fraud verification to FouAnalytics, advanced analytics for your digital marketing campaigns?

Join us, and "see Fou yourself"

Reach out to me if you want to use FouAnalytics to "see Fou yourself."

Further reading: 639 other articles https://www.dhirubhai.net/in/augustinefou/recent-activity/newsletter/