Prevention of invalid clicks and impressions

In order to protect your interests, our specialists carefully monitor clicks and impressions on Google ads in order to protect your interests as well as those of advertisers. To do this, we use both automated systems and human reviews, analyzing all ad clicks and impressions for any invalid click activity that may artificially drive up an advertiser's costs or a publisher's earnings.

Google's proprietary technology analyzes clicks and impressions to determine whether they fit a pattern of use that may artificially drive up an advertiser's costs or a publisher's earnings. Our system uses sophisticated filters to distinguish between activity generated through normal use by users and activity that may pose a risk to advertisers.

Some examples of this activity include clicks or impressions generated by unethical users, automated robots and traffic sources, and publishers encouraging clicks on their ads. Our system enables us to filter out most invalid clicks and impressions, and advertisers are not charged for this activity.

In addition to our automated system, we have a team dedicated to the detection of invalid activity. The team uses several specialized tools and a wide variety of techniques based on extensive experience tracking and monitoring user behavior and analyzing scenarios. We continually upgrade our detection mechanisms to proactively combat invalid activity.

To prevent invalid clicks in your account, ensure that your ad implementation complies with our contract, and that you haven’t paid for traffic from an unreliable source. Learn more about filtration methodologies.

Additional safeguards

To help further minimize your risk, we have integrated with HUMAN which serves as an extra safety check for our invalid traffic defenses. This additional safeguard requires no configuration or changes from you.

Publisher Controls

In order to further limit potential fraud and abuse, Google Ad Manager does not offer publishers the ability to disable the use of the browser’s Trust Tokens API during the Chrome Origin Trial.

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