Data Quality Report
TrafficGuard Support avatar
Written by TrafficGuard Support
Updated over a week ago

This report shows your traffic quality and its associated issues that should be addressed.


Data Quality is the extent to which all of the required tracking parameters are present and correct. Misconfigured tracking and inaccurate, omitted, obscured or falsified parameters, impede attribution and fraud detection. While most measurement and verification solutions will drop this traffic completely, TrafficGuard gives your and your traffic sources full visibility into data quality so that any issues can be rectified.

Transactions with misconfigured or incorrect tracking will generate Bad Requests. Bad Request transactions will not appear in your reporting for invalid, filtered or successful traffic. You will see all Bad Requests in your Data Quality Report.

πŸ’‘ Tip

Use TrafficGuard's Data Quality Report to get full and transparent visibility into data quality issues in order to correct them.

To access Data quality report go to Analytics > Data quality

Navigating the Data Quality Report

1. Filters

Filters give the ability to drill down and reveal additional levels of detail of your data. It is a great way to gain a deep understanding of what contributed to fraudulent traffic. You can filter on multiple values for all filtering options which are:

  • Property

  • Campaign

  • Partner

  • Sub-partner

  • Site ID

  • Country

  • Agency

  • Data quality issue

Applied filters persist across all reports and help you navigate easily through your activity.

2. Time Zones and Date Time Ranges

By default, the timezone is set to UTC and the range is set to the last 7 days. You can choose your preferred time zone and date-time range.

3. Data Field for Plotting

The Data quality report shows you different dimensions for impressions, clicks, events, installs and conversions. You can compare them by choosing two data fields in the drop-down which includes:

  • Count: the total number of data quality issues.

  • % of total

  • Bad impressions

  • Bad clicks

  • Bad installs

  • Bad events

  • Bad conversions

The selection of two data fields will automatically plot a corresponding chart for you.

4. Plotting Area

When the filters, timezone and other required fields are selected, the plotting area is updated to reflect the chosen data. If no data is present, then the plotting area will show a flat chart.

5. Group By

Grouping similar data together is another useful way to know where the data quality issues come from and who contribute to the issues the most. You can group by:

  • Data quality issues

  • Partner

  • Partner / Site ID

The result of the group-by method will appear in the data table below. For example, group by Partner will return the list of all partners and their relevant data.

6. Data Table

Data Table shows the volumes of bad impressions, clicks, installs, events and conversions. You can scroll to the right to see every available column.

In addition to the default columns, you can choose to include or exclude any column by clicking on the three vertical dot icon located on the top right-hand side of the data table (8).

Common data quality issues

  • badrequest_invalid_aaid: an aaid or Andriod device id value is in invalid format (i.e. {gaid} or 023133294392). The correct format should be d3f12f10-xxxx-xxxx-xxxx-9ad7a786722d or leave it BLANK.

  • badrequest_invalid_idfa: an idfa or iOS device id value is in invalid format (i.e. {IDFA} or %7Bidfa%7}). The correct format should be 92FBEEAD-XXXX-XXXX-XXXX-3973DD52D257 or leave it BLANK.

  • badrequest_empty_userip: When an IP address is absent in an impression link.

  • badrequest_invalid_userip: When an IP address is malformed. The IP address should be in either IPv4 or IPv6 format.

  • badrequest_empty_user_agent: When a user agent is absent in an impression link.

  • badrequest_duplicate_parameters: When a tracking link has duplicated parameters. For example, &campaign_id= is passed twice in the link.

  • badrequest_empty_partnerid: When a partner identification is absent in a tracking link.

  • badrequest_invalid_agencyid: When an agency identification doesn't exist or match the record in our database.

πŸ’‘ Tip
Clicking a line item in the data table will add the value in the report's filter. You can then navigate to a different report, to analyse the data for the selected filter. This filter persists across reports.

7. Plot Rows

When using group by method, you may want to see more granular data on a chart (e.g. by Data quality issue). This can be achieved by selecting one or multiple data rows (up to five rows) and then clicking on 'Plot Rows' button. The plotting area will be updated accordingly.

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