CPA-Model of marketing has become popular due to the simplicity of measuring its effectiveness. Advertisers and marketers in most cases can easily track the leads. This model of advertising is one of the most cost-effective: the advertiser pays only for certain actions and this gives an opportunity to clearly plan his advertising budget. However, there can be significant bad moments in cooperating with CPA-networks: as sometimes Internet marketers try to deceive their advertisers. I wanted to share with my bitter experience in order you will be able to detect tricks and avoid deception of CPA networks. SIGNS OF FRAUD There are several ways to determine that the CPA network is deceiving you: 1)That’s pretty suspicious when users do not link to any other pages, except target pages. 2) Another "alarm call" is that users implement only certain actions. It is also worth to check the quality of traffic in cases there’s low percentages of user returns (if the purpose is the App installation) and a small percentage of opening and responding to the newsletter (if the target audience is a subscription to the newsletter). COOKIE STUFFING This is the most popular method of cheating in CPA. MECHANISM: the user go to the site via a certain channel (it can be organic or CPC). However, before linking to this site – the unscrupulous marketer (one of the sites that a users visited before) assigns his cookies to the user. And due to this your analytics shows that the user has visited the site with the help of this” webmaster. Cookies can be attached in different situations: for example, when the banners is changing, it’s hooked via the transition to advertising, or when the site is loaded. HOW TO DETECT: try to monitor user behavior on the site. Carefully analyze their entry and exit, which site they visit and what certain actions they committed on the site. If you find something suspicious, then this is the reason to think about whether the CPA network is not deceiving you. HERE ARE SOME EVIDENCES OF COOKIE STUFFING: · Very low conversion rate (0.0001-0.01%). · Long time between the penultimate session and the session when the conversion was accomplished (much longer than the average value for the resource). · A very small percentage of new users among those who make a conversion. · The big difference in the number of orders, if you compare them by models of last-click attribution and last non-direct click. HOW TO FIGHT: track specific marketers using this method, use analytics and remove them from your offer. Cut off all traffic sources with high failure rates and low conversion. Most likely, this traffic is fraudulent and useless. As Conclusion to all - The most important lesson I have learnt working with CPA-networks: you need carefully and constantly control traffic, agreements and KPI. Poor quality traffic is sometimes difficult to determine, it can be done according to the behavior characteristics of users. To monitor traffic and identify fraud, you can manually evaluate the data of analysts, and use ready-made solutions.