Tapper Block
What Tapper Block does, what to set up before you start, and Block's parts on Google Ads, Meta Ads, TikTok Ads, mobile apps and tracking links.
Tapper Block finds invalid traffic in the visits your ads bring to your website and in the installs and events of your mobile apps. What it does about it depends on the platform:
- On Google Ads and Meta Ads, Block excludes invalid visitors from the Google Ads campaigns and Meta ad sets you protect.
- On TikTok Ads, Block sends an event for each invalid visitor through your TikTok Pixel, and you build an audience of those visitors in TikTok Ads Manager.
- On mobile apps, Block reads the installs and in-app events your MMP sends and flags the invalid ones. On Adjust, it can also reject invalid installs.
A monitor-only workspace records invalid traffic and excludes nothing. Its Exclusions page is called Flagged traffic.
Where Tapper Block is in the app
On a workspace with Block, the Block section of the sidebar holds Traffic, Exclusions, Experiments and Refunds. Block's settings are under Setup: Ad accounts for your ad platforms, Website for your site and Mobile app for your apps. For the rest of the app, Tapper Vantage and Tapper Lift included, see The Tapper app at a glance.
Before you start
Connect your ad accounts
You connect each ad account once, and every Tapper product on your workspace uses that connection. See Connect your ad accounts. On a workspace with Block, connecting also sets up what Block needs in the account, such as the account-level tracking template on Google Ads.
Install the monitoring script
Add the Tapper monitoring script to your website: see Install the monitoring script. The Website row under Setup, where you copy it, appears once a Google Ads, Meta Ads, TikTok Ads or Microsoft Ads account is connected. To tell genuine conversions from invalid ones, also add the conversion script.
Google Ads
| Feature | Campaign types | How it works |
|---|---|---|
| Tracking template | All. | Set at account level when you connect the account. It carries the click data Tapper analyzes. |
| Audience exclusion | Search, Display, Shopping, Demand Gen and Performance Max. | Automatic. Once protection is on for a campaign in Tapper, Tapper excludes its invalid traffic lists from the campaign, or from each ad group on Demand Gen. |
| Audience segment exclusion | Search, Display, Shopping and Video. | Manual. You exclude Tapper's invalid traffic segment from campaigns or ad groups in Google Ads. |
| Value rule exclusion | Search, Display, Shopping and Performance Max. | Automatic on Search, Display and Shopping. On Performance Max, an optional rule you add once by hand. It multiplies the conversion value of flagged users by 0.5. |
| Shadow campaign | Search and Shopping. | A separate Manual CPC campaign for high-risk traffic. Tapper creates it in Google Ads as paused, and you turn it on there. |
Meta Ads
| Feature | How it works |
|---|---|
| URL parameters | Add the ad_id parameter once, so Tapper ties every captured click to the ad that produced it. |
| Audience exclusion | Automatic. Turn protection on for an ad set and Tapper attaches its invalid traffic audience to it as an exclusion. |
TikTok Ads
| Feature | How it works |
|---|---|
| Invalid traffic audience | Tapper sends an event for each invalid visitor through your TikTok Pixel. You create the audience of those visitors in TikTok Ads Manager. Each ad account needs a TikTok Pixel. |
| URL parameters | Add utm_campaign=__CAMPAIGN_ID__ to your ads, so Tapper ties every captured click to its campaign. |
Mobile apps
| Feature | How it works |
|---|---|
| Mobile app protection | Connect your MMP: AppsFlyer, Adjust, Branch or Kochava. Tapper reads the installs and in-app events it sends and flags the invalid ones. Tapper does not process Singular postbacks. |
| Adjust integration | Detects invalid installs, sessions and in-app events. On Adjust, Tapper can also reject invalid installs. |
| Branch integration | Detects invalid installs and in-app events sent by Branch. |
Tracking links
| Feature | Where | How it works |
|---|---|---|
| Web click tracking links | Setup > Website > Click tracking. | Tracking links that carry the ad click onto your website. |
| Mobile app click tracking | Setup > Mobile app > Click tracking. | Tracking links that carry the ad click into your app through your MMP. |