VPN and proxy traffic is a persistent headache for advertisers. Users masking their real location throw off geo-targeting, skew analytics, and often indicate fraud or low-intent visitors. This case study shows how one buyer tackled the problem head-on.

The Problem

A media buyer running geo-targeted campaigns noticed troubling patterns:

Geo targeting seemed broken - They targeted US-only but saw suspicious behavior patterns
Conversion rates were inconsistent - Some traffic segments converted well, others were dead
Affiliate network complaints - Their network flagged leads as potentially fraudulent
Analytics didnt make sense - User behavior metrics seemed off for the target demographic

After investigation, they discovered a significant portion of their US traffic was actually users from other countries using VPNs to appear American. These users:

Couldnt complete US-only offers (wrong payment methods, addresses)
Had no real intent to convert on US-targeted products
Were sometimes bots using VPNs to evade detection
Wasted budget that could reach genuine US users

What They Did

The buyer implemented a comprehensive VPN/proxy filtering strategy using PopTrades antifraud tools:

Step 1: Enabled VPN/Proxy Detection

In their Antifraud Settings, they activated the proxy detection signals:

VPN detection - Identifies users connecting through VPN services
Proxy detection - Catches users routing through proxy servers
Datacenter IP detection - Flags traffic from known hosting providers
TOR exit node detection - Identifies TOR network users

Step 2: Connected External Provider

For enhanced detection accuracy, they enabled IPQualityScore integration which provides:

Real-time IP reputation scoring
Comprehensive VPN provider database
Residential proxy detection (harder to catch)
Historical IP behavior data

Step 3: Configured Strictness Levels

They fine-tuned their detection thresholds:

Set proxy confidence threshold to medium (catch most without over-blocking)
Enabled automatic rejection for high-confidence VPN detections
Configured alerts for unusual proxy traffic spikes

Step 4: Monitored and Adjusted

After enabling filtering, they closely watched:

How much traffic was being blocked (and why)
Whether legitimate users were being caught (false positives)
Changes in conversion rates for remaining traffic

The Result

The VPN/proxy filtering had immediate positive effects:

Cleaner geo-targeting - Traffic actually came from targeted countries
Improved conversion rates - Real users from intended geos converted better
Happier affiliate network - Lead quality complaints dropped significantly
More accurate analytics - Data finally reflected real user behavior
Better budget efficiency - Money spent on users who could actually convert

The buyer estimated they had been wasting a substantial portion of their geo-targeted budget on masked traffic that could never convert.

Key Takeaways

VPN Traffic Isnt Always Fraud, But Its Rarely Valuable

Not every VPN user is a bot, but users hiding their location rarely convert on geo-specific offers. For most campaigns, filtering them improves ROI.

Layer Your Detection

Built-in detection catches obvious cases. External providers like IPQualityScore catch sophisticated residential proxies and newer VPN services.

Start Medium, Adjust Based on Data

Overly aggressive filtering might block legitimate privacy-conscious users. Start with medium strictness and tighten if needed.

Consider Your Offer Type

Some offers (crypto, privacy tools) actually want VPN users. Know your audience before blocking.

When to Enable VPN/Proxy Filtering

This approach is essential if:

You run geo-specific offers that dont work for international users
Your affiliate network has flagged traffic quality issues
You see high click volumes but low relevant conversions
Analytics show user behavior inconsistent with target demographics
You suspect bot traffic is using VPNs to evade detection

Technical Details

How Detection Works

VPN/proxy detection uses multiple signals:

IP database matching - Known VPN and proxy IP ranges
Datacenter identification - IPs belonging to hosting providers vs ISPs
Behavioral analysis - Connection patterns typical of proxied traffic
DNS leak detection - Mismatches between declared and actual location

Handling Edge Cases

Some legitimate users use VPNs for privacy. If your offer can accept international users, consider:

Logging VPN traffic separately instead of blocking
Creating separate campaigns for VPN vs clean traffic
Adjusting bids lower for detected proxy traffic

VPN and proxy traffic is a reality of modern internet. With proper filtering, you ensure your advertising budget reaches users who can actually become customers.

Case Study: How a Buyer Eliminated VPN and Proxy Traffic from Campaigns