How do I know if my ad traffic is fake?
Look for numbers that do not behave like people: very high click-through rates with near-zero conversions, sessions lasting a second or two, traffic spikes at odd hours, clusters of identical devices or browsers, and visits from data centers or unexpected countries. The reliable answer comes from an independent IVT measurement or verification tool rather than from the seller's own reports.
Start with your analytics. Real humans scroll, pause, return and occasionally buy; bot traffic tends to bounce instantly, fill forms with junk (lead generation fraud) or click far more than it converts. Compare placements side by side: a site or app with a CTR several times your average but no sales is a classic red flag. Check the geography, device mix, user agent strings and IP address ranges; data center traffic and outdated browser versions are common tells.
For paid media at scale, add third-party measurement. Ad verification vendors and specialist fraud detection tools score each impression or click for GIVT and SIVT, report an IVT rate per source, and can block suspicious supply before you bid. Then act: exclude the worst domains and apps, buy through shorter supply paths, and request credits for proven invalid activity.