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Click fraud glossary

Essential terminology for understanding click fraud, ad fraud, and digital advertising security.

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Fraud and traffic types

Click fraud

Fraudulent clicking on pay-per-click ads by bots, competitors, or click farms to drain advertising budgets without genuine purchase intent.

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Ad fraud

Any deliberate practice that manipulates digital advertising for financial gain, including fake impressions, click fraud, and attribution fraud.

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Invalid traffic (IVT)

Any clicks or impressions that don't originate from genuine user interest, including bot traffic, accidental clicks, and fraudulent activity.

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Detection and protection

Bot detection

Technology that identifies automated scripts and bots that interact with websites and ads, so fraudulent activity can be filtered out.

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Behavioral click fraud detection

Detection method that analyzes post-click behavior, bot tells, device signals, and engagement quality to identify stronger bots and invalid ad traffic.

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Device fingerprinting

Technique that creates unique identifiers from browser and device characteristics to track and identify users across sessions.

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Meta Conversions API (CAPI)

Server-side interface for sending conversion events to Meta. Enables fraud-filtered conversions so Meta Ads optimization learns only from real customers.

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