Measurement
Invalid click
An invalid click is an ad click that is not the result of genuine user interest, such as bot clicks, accidental double-clicks, clicks by publishers on their own ads, or manipulated clicks.
Pay-per-click platforms define invalid clicks as those they do not believe come from real, interested people. Google's definition includes manual clicks meant to increase advertiser costs or publisher revenue, clicks by automated tools, robots or other deceptive software, and extraneous clicks such as double-clicks that provide no value.
Platforms filter invalid clicks automatically, often in real time, and generally do not charge advertisers for them; some are identified later and credited retroactively. Invalid clicks can be innocent (a user double-tapping) or malicious (click fraud by bots, competitors or click farms).
Advertisers watching their reports should expect a certain level of filtered clicks, and should investigate spikes. Signals include clicks from data-center IPs, repeated clicks from the same device, zero time on site, and click-through rates far above normal for a placement. An invalid click is a click-level version of invalid traffic and is handled through the same GIVT and SIVT ideas.
Think of it like this
An invalid click is like a doorbell rung by the wind, a prankster or a neighbour trying to annoy you: it rang, but no visitor was at the door.
An example
A dental clinic in Toronto sees 1,200 clicks in a month, of which Google Ads reports 140 as invalid and does not charge for them.
Related terms
Click fraud
Click fraud is generating fake or worthless clicks on pay-per-click ads, by bots, paid people or malware, to drain an advertiser's budget or inflate a publisher's earnings.
Invalid traffic (IVT)
Invalid traffic (IVT) is any impression, click or visit not coming from a real person with a genuine chance to see the ad, whether caused by bots, fraud or error.
CPC (cost per click)
CPC (cost per click) is a pricing model where the advertiser pays only when someone clicks the ad, and also the average amount paid per click.
Refunds and clawbacks
Refunds and clawbacks are the processes by which advertisers get money back, and publishers lose earnings, for impressions or clicks later identified as invalid traffic or fraud.
CTR (click-through rate)
CTR (click-through rate) is the percentage of ad impressions that result in a click, calculated as clicks divided by impressions, multiplied by 100.
Sources: Google Ads Help: Invalid clicks, definition, MRC Invalid Traffic Detection and Filtration Guidelines Addendum (2020 update)