Du Telecom: improving performance efficiency through traffic quality control

Du operates in a highly competitive performance marketing environment with large-scale, always-on campaigns across Google and Meta, where even small inefficiencies can significantly affect results. During monitoring, Du and WPP Media identified signs of low-quality and misaligned traffic, including activity outside intended targeting, click behaviors unlikely to convert, and invalid interactions that distorted optimization signals. These issues were difficult to diagnose using standard platform reporting alone, and despite applying all available platform-level controls, traffic quality blind spots continued to impact campaign efficiency.

To address these hidden inefficiencies, Du and WPP Media introduced Tapper as an independent traffic quality control solution. Tapper was designed to operate alongside existing campaign setups, continuously analyzing real-time behavioral signals to distinguish high-intent users from low-quality or invalid traffic. By automatically excluding problematic traffic and providing visibility beyond native platform dashboards, Tapper aimed to improve the reliability of optimization signals without requiring changes to creatives, bidding strategies, or internal workflows.

After activating traffic quality controls through Tapper, Du saw clear improvements in performance efficiency. Campaigns achieved a 13% reduction in cost per acquisition (CPA) and an 8.6% increase in order rate, driven solely by cleaner, higher-quality traffic inputs. These results demonstrated that addressing traffic quality at the source allowed platform algorithms to optimize more effectively, delivering measurable gains in conversion efficiency without adding operational complexity.