Anura Docs

Anura Definitions

Here you will find common terminology used within Anura Script and Anura Direct in the analysis of traffic quality.

Anura Definitions - Script Results

Anura Script uses JavaScript and is our most comprehensive method for collecting visitor data. It excels at identifying the most sophisticated fraud in real-time. Ideally, Anura Script is used for conversions and post-click analysis.


The visitor passed all of our tests and is considered GOOD. We feel this is a real person, with real conversion value.


The visitor tripped a rule or two in our system. They are not definitely GOOD or BAD, so we mark them as a WARNING. The vast majority of the time this traffic represents real people with real conversion value. We have found that this accounts for our competitors false positives. In instances where it's been necessary, blocking WARNING has aligned our results with other system's confidence scores.


We are 100% confident that this is not a real visitor. Our successful clients block or otherwise divert BAD visitors to create the cleanest and most valuable traffic for themselves and their clients.

Anura Definitions - Direct Results

Anura Direct is designed to be used with clients who do not have the ability to place our JavaScript code on their web assets. It is best for server-to-server communication or when there is limited visitor information. Anura Direct delivers real-time analysis in time-sensitive situations, typically used for click analysis, pre-bid and programmatic campaigns.


Based on the visitor data received, Anura did not find abnormalities consistent with invalid traffic. The visitor should be considered NON-SUSPECT.


Anura detected issues with the received visitor data and considers the visitor to be SUSPECT. These issues will likely represent a risk to clients required key performance indicators.

Anura Definitions - Rule Sets

To make accurate judgments on visitor quality, Anura has built a continually growing list of rules and heuristics. To provide transparency as to why traffic is scored as BAD or WARNING, we have categorized each of these rules/heuristics into one of seven different Rules Sets. Each of these Rule Sets have multiple rules/heuristics to ensure the accuracy of the Rule Set.

Data Integrity

Anura analyzes data that we have collected about the visitor to provide responses regarding their quality. During the process, data is collected, and data integrity is ensured. The purpose is to provide accurate and consistent data over the life cycle of the session. This information must remain fully in-tact without any alteration of data. If Anura detects any data inconsistencies, it will trigger one or more of the rules within this rule set.

User Environment

Anura identifies and analyzes the visitor's digital environment, which includes the hardware and software they used to connect to your web asset. With that information, Anura checks for abnormalities within the environment that are consistent with bots, malware, or human fraud.

Data Center

A data center is a facility that houses remote storage of data, web servers, and servers, all which aid in powering the Internet. While data centers are paramount to most networks' critical systems, and are vital to daily operations, they do not typically generate real visitors. When data is received, Anura determines if the visitor originated from established data centers.

Traffic Origin

The flow of visitors across the Internet generates data which tells us where the visitor has been prior to visiting your web asset. With the information gathered, Anura reviews prior origin data to determine if it has come from a known fraudulent site, or if it gives indications of questionable origination.

IP Integrity

An IP address is like a physical address - multiple people may use the same address. IP addresses can be compromised and used to generate fraudulent visitors. Anura validates each visitor's IP address for integrity using a combination of proprietary factors, as well as, referencing historical data of known nefarious origins.


Internet spoofing is the practice where the nefarious visitor changes aspects of their identity or system settings to represent themselves as a legitimate visitor to your content. Anura has a series of rules/heuristics designed to validate the visitor and assure that no manipulation of origin or identity has occurred.

Web Crawler

Web crawlers are Internet bots that scour the web with the purpose of indexing the contents of websites. Legitimate websites, such as search engines, use web crawlers to provide the most up-to-date information available on the web. Anura checks to make sure the visitor is not a known web crawler such as Googlebot.

Anura Definitions - General Definitions


Any time you query Anura to scan and analyze traffic. This can represent an impression, a click, a form fill, a credit card transaction, and many other forms of interactions with your web assets.


A Drop occurs when Anura Script does not correctly receive the required data to properly analyze the visitor. This may occur for a number of reasons such as a slow internet connection or device, an integration issue, or intentional blocking or altering of our data package to avoid screening.

Ad Blocker

Anura Script will detect and report if the visitor is using an ad blocker.


Anura will detect and report if the visitor is using a mobile device.


Variables containing dynamic data that are passed to Anura to be used within the analytics dashboard.


If a client does not pass a Source or Campaign to Anura, it's value will be returned as (undefined).


If Anura is unable to successfully identify a metric, it's value will be returned as (non-identifiable).

Fraud Rates

Fraud Rates represent the percentage of fraud across your instances, sources, and campaigns.

Fraud Trends

Keep track of the changes in Fraud Rate over time. This metric can be used to judge the effectiveness of your fraud mitigation strategy.

Potential Savings

Estimated amount of money saved by implementing a trusted, real-time ad fraud solution.

Traffic Acquisition Cost (TAC)

The monthly budget spent to drive relevant traffic to your web assets.

Additional Data

Data provided by an Anura client that is to be associated with an individual request.

Additional Data Definition

A self-mapped label that can be inserted into a Raw Data Report column header in place of a default value.

Raw Data

Data associated with an individual request.