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Monetisation and ads

How Google prevents invalid traffic

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 traffic 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 traffic generated through normal use by users and traffic that may pose a risk to our advertisers. Some examples of this 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 traffic, and our advertisers aren't charged for this traffic. Learn more at our Ad Traffic Quality Resource Centre.

In addition to our automated system, we have a team dedicated to detecting invalid traffic 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 traffic.

To prevent invalid traffic in your account, ensure that your ad implementation complies with our Programme policies, and that you haven’t paid for traffic from an unreliable source. Learn more in AdSense policies: a beginner's guide.

If you’re concerned that a third party may be generating invalid traffic on your ads, see our tips for preventing invalid traffic.

In order to further limit potential fraud and abuse, Google AdSense 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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