Tipalti Reduced Invalid Traffic by Up to 78% & Restored Confidence in Its Marketing Data
on Bing
on LinkedIn
on Google
The Challenge
As Tipalti scaled its acquisition efforts, lead volume continued to grow, but lead-to-opportunity conversion rates were declining. Sales teams were spending time on leads that never converted, while marketing teams were optimizing campaigns based on data that increasingly couldn’t be trusted.
Invalid traffic and fake form submissions were distorting attribution, inflating performance metrics, and creating noise throughout the funnel. The issue extended beyond paid media, impacting website analytics, experimentation programs, and lead qualification processes.
Without visibility into the source of the problem, it was difficult to separate genuine demand from fraudulent activity.
The Solution
Tipalti deployed CHEQ Form Guard and CHEQ’s traffic intelligence platform to identify, block, and analyze invalid traffic across acquisition channels and website forms.
CHEQ revealed the true scale of the challenge, uncovering invalid click rates as high as 49% on LinkedIn campaigns and more than 27% on Bing competitor campaigns. Form Guard also identified that 15.1% of leads were malicious and another 8.8% were suspicious across more than 200,000 leads.
Armed with actionable traffic intelligence, Tipalti was able to proactively prevent invalid traffic from entering its funnel and make optimization decisions based on cleaner, more reliable data.
Results:
- 61% reduction in invalid click rates on Google
- 78% reduction in invalid click rates on Bing
- 77% reduction in invalid click rates on LinkedIn
Product used:
“Before CHEQ, we had signals: declining lead-to-opportunity rates, sales flagging lead quality. But we didn't have specificity...The most valuable thing CHEQ gives me is specificity - not just a number, but a breakdown that's actually actionable.”
About Tipalti
Tipalti is a leading AI-powered finance operations platform serving more than 5,000 global companies. As Senior Director of Growth, Stacy Pinkerton oversees acquisition, website strategy, SEO, CRO, and pipeline performance -making the quality of traffic critical to business success.
