AdjustEnhance fraud prevention with Adjust Conversion Rules | Adjust
Summary
Adjust's Conversion Rules address a critical gap in fraud prevention: fixed filters cannot account for business-specific requirements. The solution offers a configurable decision layer that validates traffic before attribution, using three rule types. Device-level rules control eligibility based on store validation (Google Play, Apple App Store), country, app/OS/SDK version, and device trust state.
Skip source rules prevent misconfigured campaigns from attributing traffic that doesn't match criteria (e.g., wrong region, version mismatch), automatically looking for the next eligible source. Post-install activity rules validate in-app events by source (SDK or S2S), timing, order, required parameters, revenue validation, region, version, and ad revenue signals. Key data points: store validation for major app stores, device trust states (trusted, unverified, untrusted), and event flow checks.
Actionable takeaways: ad ops teams can exclude deprecated app versions, block traffic from wrong regions, and catch automated or unrealistic event patterns in real time, without engineering involvement. This reduces wasted spend and ensures datasets are consistent across markets and app versions, moving fraud prevention from reactive audits to proactive ingestion control.
Analyst Note
What’s notable here is how Adjust is positioning Conversion Rules as a differentiator in the increasingly crowded MMP landscape. As privacy changes erode deterministic attribution, the industry has shifted focus toward fraud prevention and data quality. Yet most fraud solutions remain binary—flagging traffic as fraudulent or not.
Adjust’s move to offer configurable business logic reflects a growing recognition that “valid” traffic is subjective: a technically clean install from the wrong OS version or region can still distort campaign performance. The key implication for UA teams is operational leverage. Instead of retroactively filtering bad traffic in BI tools or chasing refunds, teams can enforce rules at ingestion—reducing wasted spend and improving signal-to-noise in attribution models.
This also puts pressure on competitors like AppsFlyer and Branch to offer similar granularity or risk being seen as rigid. For monetization strategists, skip source rules are particularly relevant: they prevent misconfigured campaigns from cannibalizing organic or higher-value traffic. In a market where every impression and install matters, Conversion Rules represent a move toward attribution as a customizable framework, not a one-size-fits-all black box.
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