Google report on click fraud

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Findings on invalid clicks

The Lane's Gifts v. Google Report by Alexander Tuzhilin

Executive Summary

I have been asked to evaluate Google's invalid click detection efforts and to conclude whether these efforts are reasonable or not. As a part of this evaluation, I have visited Google's campus three times, examined various internal documents, interviewed several Google's employees, have seen different demos of their invalid click inspection system, and examined internal reports and charts showing various aspects of performance of Google's invalid click detection system. Based on all these studied materials and the information narrated to me by Google's employees, I conclude that Google's efforts to combat click fraud are reasonable. In the rest of this report, I elaborate on this point.