Google Says Click Fraud Makes Up Less Than 2% of Invalid Clicks

Google's click fraud guru Shuman Ghosemajumder says click fraud makes up less than 2% of all “invalid clicks”, which means the actual click fraud rate is more likely just a fraction of one percent. Andy Beal has the scoop over at Marketing Pilgrim.

postscript: The conversation around Google's assertion that its click fraud rate is below 2 percent, is continuing on the blogs of Google employees Shuman Ghosemajumder and Matt Cutts.

Shuman is backing away from the 2-percent figure, saying only that "the total number of invalid clicks we detect – whether for suspected malicious or non-malicious intent – is in the single digit percentages. So third-party estimates which say that click fraud is 15% or higher appear to clearly be substantial exaggerations."

In another comment, he says there's no way to determine an exact click fraud rate:
"I did not provide a specific click fraud rate. We don't have such a metric to disclose, because there's no exact way to determine 'intent' and we certainly do cast the net wide in terms of throwing out many clicks which we know have nothing to do with fraud. The total percentage of all of those clicks that we don't charge advertisers for in this fashion is in the single digits."

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.