Clicks and impressions

What can I do to help prevent invalid activity?

As you may know, AdSense publishers are ultimately responsible for the traffic on their ads. For this reason, it’s critical that you monitor your ad traffic diligently to ensure that your account is compliant with our policies and not accruing invalid activity. If you see something suspicious after following the tips below, you’re welcome to notify us.

We encourage you to review the information in our Beginner’s Guide to AdSense Policies, as well as our full Programme Policies and Terms and Conditions. In addition to that, here are some tips to help you prevent invalid activity on your ads:

  • Segment your ad traffic, using channels.
    Break down your traffic reports into meaningful segments, using URL channels, customised channels or even DFP ad units. This will help you gauge how changes to traffic sources or implementation can affect your ad traffic. (For example, how does moving this ad unit affect my RPM on this channel? How does buying traffic from AdWords affect my CTR on these channels?)
  • Be aware of who’s visiting your site and how.
    Use Google Analytics to get detailed information about your site visitors and be on the lookout for any suspicious user behaviour. (Where do my users come from, either geographically or on the Web? Which pages do they view on my site?) You can also search Google.co.uk for terms like “webmaster resources”, “website tracking and logging”, or “site traffic analysis” to find additional resources.
  • Avoid partnering with untrusted/low-quality parties.
    Some publishers have had issues with invalid activity when partnering with low-quality ad networks, search engines or directory sites in efforts to increase traffic to their site. Learn more about traffic.
  • Don’t click your own ads, even if you think it’s OK to do so.
    Even if you’re interested in an ad or looking for its destination URL, clicking your own ads is still prohibited. Instead, please use the AdSense preview tool. Please keep in mind that even when we filter clicks on your own ads, we don't ignore those clicks completely; if it appears to us that a publisher has been clicking his own ads to inflate his earnings or an advertiser's costs, we may disable the account to protect our advertisers.
  • Double- and triple-check your implementation.
    Some publishers use customised implementations that may have unintended consequences on their ad requests. Make sure that your ad implementation has no programming errors, make sure that it conforms to AdSense policies and test interaction with the ads in different browsers and platforms to ensure that all users will interact with them as you expect.
  • Use the authorised sites feature to prevent unauthorised use of your ad code.
    Our authorised sites feature ensures that your account will only accrue stats for your ads that appear on sites that you’ve specified. That said, make sure that you’ve added your sites correctly, otherwise our system may filter traffic that you’d prefer to retain.
  • Consult the AdSense Help Forum.
    If you have a question, it’s likely that another publisher has encountered the same issue, so join in a discussion to learn more or start your own. Let others know if you’ve encountered a third party or situation that tends to generate invalid activity.