New in Conversion Rules: More control over post-install validation

The article details significant enhancements to Conversion Rules, a fraud prevention tool that goes beyond attribution to validate post-install activity. Key updates include Flow Checks, which allow advertisers to define expected timing, sequence, and required parameters (e.g., user_id, transaction_id) for events, preventing repeated triggers within defined windows. Source Checks now support server-to-server event validation with optional IP allowlisting to restrict data to trusted sources.

Ad revenue filtering has been integrated, enabling granular controls based on country and source, with test mode for setup validation. Parameter Rules introduce device-level validation requiring specific SDK parameters in payloads; missing parameters flag activity as unverified or untrusted, with options to scope rules by channel. These features collectively reduce noise from invalid repeated activity, spoofed events, and suspicious ad revenue.

For decision-makers, the actionable takeaways are: 1) Implement Flow Checks to enforce event sequencing and deduplication, improving data quality. 2) Use Source Checks with IP allowlisting for S2S events to block unauthorized data. 3) Configure Parameter Rules to catch missing SDK parameters early, reducing fraud.

4) Leverage suspicious ad revenue filters to protect monetization reports. These controls enable more confident optimization and spend allocation by ensuring only high-quality post-install activity influences decisions.