Invalid traffic (IVT) is any ad interaction (impressions, clicks, or conversions) that doesn't come from a real user with genuine intent. This type of traffic violates Google policies and directly impacts the quality and monetization of ad inventory.

Google Ad Manager uses automated systems and advanced analytics to identify, filter, and prevent this traffic from impacting advertisers and publishers.

Types of Invalid Traffic

Google classifies IVT into two main categories:

1. General Invalid Traffic (GIVT)

It is automatically detected using technical rules. It is usually automated traffic.

Examples:

• Known bots and crawlers.
• Traffic from data centers.
• Pre-fetching pages or ads.

2. Sophisticated Invalid Traffic (SIVT)

It requires advanced detection techniques. This traffic attempts to simulate human behavior.

Examples:

• Advanced bots that mimic real users.
• Click or impression fraud.
• Domain spoofing.
• False engagement generation (incentivized users).

How does Google Ad Manager manage IVT?

1) Preventive Filtering

Google automatically detects and blocks most IVT before counting impressions or clicks.

2) Post-Delivery Identification

If invalid traffic is detected after delivery, Google may issue credits for invalid traffic and adjust reporting.

3) Invalid Traffic Reports

In Ad Manager reports it is possible to view IVT metrics:

1. • Invalid impressions.
   • Invalid clicks.
   • Percentage of IVT by line item or ad placement.

4) Policy Implementation

In serious or repeat cases:

• Withholding of payments.
• Account suspension or closure.
• Disabling ad serving.

Good Practices to Prevent IVT

• set up correctly ads.txt y app-ads.txt.
• Do not purchase traffic from networks of low quality or dubious origin.
• Periodically review traffic reports in Google Ad Manager.
• Improve user experience to avoid accidental clicks.
• Filter bots and automated traffic in Google Analytics.
• Work only with trusted and certified partners.

Conclusion

Invalid traffic is a constant risk in the digital advertising ecosystem. Managing it properly not only protects your revenue but also improves the reputation and quality of your inventory.

Google Ad Manager offers advanced IVT detection and reporting tools, but the ultimate responsibility for maintaining a safe and clean environment also rests with publishers.

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