Invalid traffic (IVT) includes any clicks or impressions that may artificially inflate an advertiser's costs or a publisher's earnings. Invalid traffic covers intentionally fraudulent traffic as well as accidental clicks.

Invalid traffic includes, but is not limited to:

  • Clicks or impressions generated by publishers clicking their own live ads
  • Repeated ad clicks or impressions generated by one or more users
  • Publishers encouraging clicks on their ads (examples may include: any language encouraging users to click on ads, ad implementations that may cause a high volume of accidental clicks, etc.)
  • Automated clicking tools or traffic sources, robots, or other deceptive software.

We understand that a third party may generate invalid traffic on your ads without your knowledge or permission. However, ultimately it is your responsibility as the publisher to ensure that the traffic on your ads is valid.

 

Google resources for preventing IVT: