Policies

How Google prevents invalid activity

Our specialists carefully monitor clicks and impressions on Google ads in order to protect your interests as well as those of our advertisers. To do this, we use both automated systems and human reviews, analysing 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 analyses 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 our 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 our advertisers are not charged for this activity.

In addition to our automated system, we have a team dedicated to detecting invalid activity using several specialised tools and a wide variety of techniques based on extensive experience tracking and monitoring user behaviour and analysing scenarios. We continually upgrade our detection mechanisms to proactively combat invalid activity.

To find out more about our systems and processes for preventing invalid activity, please visit the Ad Traffic Quality Resource Centre.

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