Motivated traffic

Motivated (incentivized) traffic in arbitrage (also just "motive") is traffic where a user performs a target action (registration, installation, deposit) for the sake of a reward: a bonus, payment, or gift. Examples of motivated traffic look like this: "register and get $50" or "download the app and get a skin in the game." This type of traffic helps to gain leads quickly, but is not highly valued by advertisers. Users are often interested not in the product itself, but in the gift; after receiving it, they usually show no activity, or even delete the account or app altogether.

Why is motivated traffic dangerous in arbitrage?

The main problem is low quality. A motivated user registers but does not become a client. Such individuals do not make deposits, do not make purchases, and do not remain in the system. It tanks metrics (CR, LTV, Retention) and damages the advertiser. Therefore, most affiliate programs, especially those working with CPA, CPL, CPI, prohibit it.

In response to incentivized traffic, an advertiser may reduce rates, introduce holds, or completely stop cooperating with the affiliate. Some CPA networks ban the account, cancel payments for all traffic, and even maintain internal "blacklists."

How to detect motivated traffic?

Anti-fraud systems are used to detect incentivized traffic by analyzing user behavior. They are triggered if they detect mass registrations from a single IP/device, abnormal CR or EPC, repeated traffic from identical sources, a lack of activity after registration, or rapid churn of users.

Quite often, complaints from advertisers come directly if traffic quality drops sharply. Therefore, even with whitehat campaigns, it is essential to track indicators and avoid a "motivated" decline.

Is it possible to use motivated traffic legally?

Yes, but only with the affiliate program's consent. With some offers, it is directly stated that motivated traffic is allowed. In such cases, the affiliate program will have a note "incentive allowed" or "motive-friendly." But even there, rules exist: you cannot promise a reward directly, mislead the user, or mix motivated traffic into regular traffic. If there is no explicit permission from the advertiser, then motivated traffic is considered fraud, and it is better not to use it.