What is a ghost complete? – Cint™

What is a ‘ghost complete’?

In the world of market research and insights, we use the term ‘ghost complete’ to refer to when there is a survey response recorded, but the survey was never completed by an actual person with no data being captured.

Ghost completes are the result of fraudsters manipulating the survey links, and are one of the biggest problems facing the research and insights industry for a variety of reasons.

Why are ghost completes a problem?

Ghost completes have negative impacts on both buyers and suppliers. Suppliers often reward a ‘participant’ for surveys that will later be reversed, whilst buyers find their survey quotas filling up quickly with no data in sight.

Ghost completes have negative impacts on both buyers and suppliers.

How do ghost completes happen?

Ghost completes are possible because of insecure redirects in the sample collection process. Insecure redirects are so prolific in the insights industry that fraudsters have set up their own businesses to exploit these vulnerabilities by selling tools and guides to other aspiring fraudsters. 

As an industry, we can solve this by strengthening these vulnerable links through server-to-server (S2S) integrations. By doing so, we can eradicate the possibility of link manipulation, significantly reduce exposure to such fraudulent activity, and enhance the integrity of the survey process. Cint is addressing this by working with leading survey platforms to increase adoption of Cint Secure Survey, our homegrown S2S ghost-busting solution. 

Insecure redirects are the primary driver of ghost completes, however, fraudsters are also exploiting weaknesses in survey checks before they reach an entry link.

Insecure redirects are the primary driver of ghost completes, however, fraudsters are also exploiting weaknesses in survey checks before they reach an entry link. These could be lone actors or click farms, a term which refers to the practice of employing (often) poorly-paid workers to click through surveys to harness the rewards offered. Read more about how they function and how Cint prevents them here.

Both insecure redirects and survey checks should be implemented when solving for ghost completes. Securing redirects removes the opportunity for a fraudster to trigger a ghost complete. Whilst enhancing security before a respondent reaches a survey link builds friction in the process for a fraudster. It also makes it harder for fraudsters to commit other types of fraud. Learn more about Cint’s approach to fraud prevention here.

How are ghost completes combated?

Ghost completes are one of the simplest and most preventable ways in which fraudsters are targeting insights providers. 

To combat the problem of ghost completes, Cint offers a dedicated server-to-server API connection that securely connects sample buyers directly to the Cint Exchange, helping to eliminate ghost completes and link manipulation.

Cint is addressing this by working with leading survey platforms to increase adoption of Cint Secure Survey, our homegrown S2S ghost-busting solution.

As an industry, we can solve this by strengthening these vulnerable links through server-to-server (S2S) integrations. By doing so, we can eradicate the possibility of link manipulation, significantly reduce exposure to such fraudulent activity, and enhance the integrity of the survey process. 

Cint is addressing this by working with leading survey platforms to increase adoption of Cint Secure Survey, our homegrown S2S ghost-busting solution.

What is the Cint stance on ghost completes?

“The impact of ghost completes hurts both buyers and suppliers. This ease and little risk crime also fuels the desire for fraudsters to target our industry. The importance for Buyers to either utilize link protective measures or a Server to Server integration is stronger than ever.  Leaving yourself vulnerable with zero protection hurts the entire supply chain.” – Marcus Carter, Product Manager, Cint