Introduction: Overview of the Setup
For each advertising platform, create a new audience tag for Spider AF (pixel tag / event tag). Spider AF will trigger the corresponding audience tag (pixel tag / event tag) when an invalid (fraudulent) click occurs.
By doing this, an audience list containing only the users who triggered invalid clicks can be created based on the firing information of the audience tag (pixel tag / event tag).
By setting this audience list as negative targeting in each advertising campaign, you can prevent ads from being delivered to audiences who previously generated invalid clicks.
⚠️ Important:
※ We recommend applying this exclusion setting to all campaigns.
※ If you create a new campaign, please make sure to set the Spider AF audience list as negative targeting for the relevant campaign.
Setup Steps
Invalid click exclusion settings in Microsoft Ads consist of two steps:
Issue a new audience tag in the Microsoft Ads dashboard and register the issued tag ID in the Spider AF dashboard.
Create the audience list and configure ad delivery exclusion (negative targeting).
1. How to create an audience tag
Log in to your Microsoft Ads account and, from the left-bar menu, go to Conversions. Then select UET Tag from the drop-down menu
On the UET Tag page, click the + Create button located at the bottom of the screen.
You will be redirected to the UET tag creation screen.
UET tag name: Enter safivt.
UET tag description: You may enter any description (optional).
Select Industry: Choose the appropriate industry from the list.
Check the box confirming: "You must not use UET for the processing of data..."
Click Save and Next.
For the tag setting method, select Install your own tags, then click Next at the bottom of the screen.
Copy the ID corresponding to the Pixel ID in this tag (see the example below).
It should be in the format of var o={ti: "pixel ID #"};
To add your Microsoft Ads Pixel ID in Spider AF, go to your Spider AF dashboard, click on Configurations and select Ad Networks from the left-tab menu under Ad Fraud Protection section.
Once inside the Ad Network integrations screen, select Microsoft Ads, then click Add a Microsoft Tag in the Ad Platforms menu.
On the next screen, enter the Pixel ID you copied in Step 4 into the Microsoft Tag ID field.
Please note: If multiple Spider AF analysis tags have been set up, select the tracker you wish to add this Pixel ID to.
Click Add Microsoft Tag ID to complete the audience tag publishing.
2. How to set up an audience exclusion
Log in to your Microsoft Ads account and navigate to the Audiences section, located under Tools in the left-bar menu.
Select + Create at the bottom of the screen.
Create a new audience to exclude invalid users in Spider AF:
Name: For identification purposes, we recommend SAFIVT.
Type: Select Remarketing List.
Click Next.
Enter the detailed information for the audience:
Tag name: Select safivt as the tag name (this is the tag you created earlier for the audience tag).
Who to include: Choose Page visitors.
Visited pages criteria: Select a visited page must match every rule in this group.
For the rule, enter URL, contains, and the target website domain, respectively.
Membership period: Enter 390.
Select Save at the bottom of the screen to create the audience.
From the left-bar menu, go to Tools > Campaigns > Dynamic ad targets, and then select Audiences.
Click the + Create association button of the page to associate the audiences.
Associating Audiences.
Select the relevant advertising campaign, then choose Remarketing list under Campaign Exclusion in the drop-down menu.
Select the audience you have created, and click the + symbol to add them to the Selected column on the right side.
*Note: The defined audience size may differ from the number of invalid accesses detected by Spider AF. As a result, the total counts may not match exactly.
Once you have selected your audiences, click Save at the bottom of the screen to apply the audience exclusion.
If you have any questions, please don't hesitate to contact us for further assistance