Google considers Invalid clicks are clicks that are unintentional or clicks that are coming from malicious software.
Here are examples of what Google considers to be an Invalid click:
- Google ad bot clicks. ClickGuard records them. They don't appear in Google Ads, and you aren't charged for them, but the clicks did happen.
- Clicks from previously blocked IP addresses. This typically happens when a bot saves the ad URL and keeps clicking it, even after its IP has been blocked and the ad is no longer being served to it.
- Duplicate GCLIDs. This is the most common Invalid click you'll see. It happens when someone saves the ad URL and clicks it repeatedly, or clicks a search ad, uses the browser's "back" button, and clicks it again, repeating the process indefinitely.
Impressions intended to artificially lower an advertiser's clickthrough rate (CTR) Clicks tagged as Invalid in ClickGuard are not the same as Google Ads' Invalid clicks!
There are several reasons why clicks could be categorized as Invalid in ClickGuard, and here are a few:
- Accidental clicks that provide no value, such as the second click of a double-click
- Manual clicks intended to increase an advertiser's costs
- Manual clicks intended to increase profit for the website owners hosting your ads
- Clicks and impressions from automated tools, robots, or other deceptive software
- Clicks outside of your advertising region
- Impressions intended to artificially lower an advertiser's click-through rate (CTR)
Are Invalid clicks hurting your business?
Not in all cases. But remember - we're talking about clicks tagged as Invalid in ClickGuard, not Invalid clicks reported by Google Ads. Those other might (and likely will) hurt you.
Fortunately, as you keep using ClickGuard the number of Invalid clicks in Google Ads will likely significantly decrease.
Why doesn't Google Ads prevent clicks with duplicate GCLID?
In reality, they will also tag those clicks as Invalid and either not charge you for them or refund you. But they can't really prevent them because of the way URL tracking works.
If someone or something saves the Ad URL (that starts with ClickGuard's tracking template) there's nothing to prevent them from making repetitive clicks.