What is an acceptable threshold for invalid traffic in AdSense?

Our recent blog posts have delved into the intriguing subject of invalid traffic, exploring topics such as AdSense invalid traffic deductions, how to conduct a thorough invalid traffic analysis, as well as examining AdSense reports on invalid traffic, and much more! Take a moment to read those informative posts and broaden your knowledge on the subject.

The inquiry of what constitutes acceptable invalid traffic for AdSense is the focus of this piece. It’s vital to note that Google utilizes internal spam scores for publishers, reflecting the percentage of spam or invalid clicks in comparison to valid clicks on advertisements.

Inadequate spam score can lead to the termination of your AdSense account. Google maintains a veil of secrecy around the spam score, withholding it from displaying on your AdSense dashboard.

Determining an acceptable level of invalid traffic is difficult, but it’s best to keep it minimal. While some AdSense publishers may not lose their accounts despite receiving invalid traffic, this could lead to revenue clawbacks. It’s not a desirable outcome. Moreover, if their spam scores exceed the limit, they may face AdSense bans eventually.

While some invalid traffic may seem harmless, AdSense’s filtering system could mean revenue deductions at month-end. The real question, however, is not about the acceptable threshold of invalid traffic. Rather, it is about safeguarding your business from the impact of invalid traffic. Imagine receiving an influx of fake clicks, despite not placing ads too close to content or using dubious traffic sources. What protective measures can you take to avoid such a scenario?

In the future, the opportunity could be lost forever.



When it comes to invalid traffic, a proactive defensive strategy is essential. Waiting until it spirals out of control is not an option.

What are the reasons behind the occurrence of invalid clicks on Adsense?

Invalid clicks occur due to malicious intentions behind clicking on an ad or when a publisher themselves clicks on their ads. However, there could also be cases where competitors engage in invalid clicks to sabotage your website’s Adsense ads. Be mindful of these possibilities.

Google’s technology, exclusive to their platform, scrutinizes every ad click to detect any fraudulent activity aimed at inflating an advertiser’s clicks or a publisher’s revenue. If Google detects any invalid clicks, it automatically filters them from your reports and payments to ensure that you’re not charged for these clicks.

There’s no need for alarm as long as AdSense reports a minimal percentage of clicks as “invalid traffic”. Generally, a 5% or lesser figure is deemed acceptable if you receive hundreds of clicks daily. However, Google’s internal spam scores for publishers provide an insight into the percentage of clicks identified as invalid or spam in contrast to normal clicks on ads.

To avoid receiving invalid AdSense clicks, take these measures:

  • Keep a close eye on your website traffic and detect any fraudulent sources.
  • Ensure that your advertisement locations are consistent with the guidelines provided by AdSense.
  • To prevent and deter invalid clicks and traffic, one can install an AdSense protection plugin on WordPress.

Among the many useful plugins out there, Adsense Invalid Click Protector stands out. Its settings page allows you to customize the specific behavior or traffic you want to prevent, such as restricting a user to only two clicks on an ad before it disappears.

While alerting the Google Adsense team of any invalid clicks is possible, it does not absolve your account of potential consequences. It’s optimal to prevent invalid traffic from accessing your site, thereby dodging any account penalties.

Below are additional AdSense safeguard plugins that may be implemented:

  • WP Advanced Ads Pro is a high-end plugin that features integrated click fraud protection. The protection can be easily activated from the plugin settings.
  • The Adsense Protector plugin offers multiple features to prevent any invalid clicks and traffic on your website. It allows you to control the maximum number of times a user can click on your ads, and block entire countries and even specific IP addresses, among other features.
  • The Ad Invalid Click Protector (AICP) plugin comes in handy to control ad clicks on your website. By setting a maximum limit for ad clicks, the plugin blocks visitors who surpass the specified limit.

I trust that this proves beneficial!



Leave a Comment