Ultimately, it’s the customers who decide whether a business is on the right track. By that metric, 24metrics has knocked it out of the park. With the new machine learning capabilities, ClickShield delivers early insights into the quality of traffic, and customers are already flocking to the new features.

“60% of our existing user base, especially in the mobile space, is already using the new ML-based services to improve the quality of their traffic,” says Hezel. “We’re always in touch with our customers, and they tell us it’s fantastic. And that really makes us happy as a team. With support from DoiT, we’ve built something that customers love, that really helps them in their everyday work.”

Stronger campaigns with less fraud

It’s not always easy to discern real from fraudulent traffic, but 24metrics’ intuitive task reports help customers to quickly see the improvements in their campaigns. “With our solution, clients can set executive dashboards to observe campaign metrics and the quality of their users,” says Charitakis. “Soon after launch, we received very positive feedback, and our customers are excited about their gains. They have seen 4.2 times higher accuracy than the previous traditional methods, and seven times faster results at the same time.”

For this to work flawlessly, ML models must be deployed in a holistic cloud environment. Because AutoML is part of the larger suite of Google Cloud AI products, performance has been top-notch. “Because we use AutoML for online predictions, latency is very important for us,” says Charitakis. “By deploying our machine learning models in our Google Cloud infrastructure, we’ve been able to achieve amazing results.”

Exciting customers with new features

As word gets around about 24metrics’ new solution, there’s growing interest from new customers. Some have chosen ClickShield over competing solutions because of this unique set of features, says Hezel: “Our ML feature is the only one of its kind out there currently, and we’ve been getting new customers just because of it. It’s added value to our already strong solution and directly improved our revenue and client retention.”

Looking back, the ease with which 24metrics bolstered its platform with ML expertise excites the team: “We thought this whole project would be a lot more difficult, and without the right support, it certainly would have been very time-consuming,” says Charitakis. “DoiT helped us navigate this new environment to the point where it’s something we don’t actually need to spend a lot of time on.”

Instead, 24metrics spends its energy on the fight against fraud. Next, the team wants to use the newly built ML capabilities to add more filters to its anti-fraud solution and adapt it to more industries and verticals, especially in the e-commerce space. With the ability to predict purchase values, 24metrics could help online stores improve conversion rates. From fraud detection to behavior predictions: 24 metrics is on its way to becoming a one-stop shop for companies who want to maximize the effectiveness of their campaigns.