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Never pay down a deposit in a bank account until you have met the seller, seen signed a purchase agreement. No serious private advertisers ask for a down payment before you meet. Receiving an email with an in-scanned ID does not mean that you have identified the sender. You do this on the spot, when you sign a purchase agreement.
There are several completely different metrics you could monitor depending in your advertising and agreements sneako marketing objectives. Clarifying how you want brand monitoring to serve your business will in the end help you resolve what to look at.
