Maybe you're suspecting a marketing partner is misleading you somehow: you can see in your analytics that it's driving traffic to your e-commerce site and delivering sales in a way far better than its competitors. You've got the feeling that something is not quite right, but this partner (apparently) provides some of your best-performing campaigns and you're afraid to quit it and lose an important share of revenue.
What is happening?
Organic purchases in your e-commerce website or conversions generated by another media supplier are being incorrectly attributed: fraudulent vendors swoop in through several methods, in order to prevail in the last-click attribution model.
Whatever the methodology, the result is that marketers pay for sales they would have achieved anyway.Not clear enough?