Traffic scoring isn’t a universal system and understanding it can be confusing. Especially when you’re working with more than one company, because each score is different.

When you search for “traffic scoring,” not much comes up. Companies keep their scoring methods to themselves to protect their work from competitors. Sharing this information would also tell fraudsters exactly how to get around the rules.

Most companies that score traffic are ad tech companies aiming to prevent ad fraud. But what this prevention actually entails differs from one company to another. Each company has its own rules, but there are three things they all consider.

Here’s an inside look into what your scoring or analytics company looks for.