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Google's Invalid Click Detection Efforts Paper
Independent report by Dr. Tuzhilin for Lane's Gifts v. Google

 8:34 pm on Jul 21, 2006 (gmt 0)


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.

The 47 pages of elaboration are quite interesting. :)



 10:37 pm on Jul 21, 2006 (gmt 0)

Very interesting, if a bit redundant at times. It reminds me of first drafts by writers who get paid by the word. :-)


 11:35 pm on Jul 21, 2006 (gmt 0)

The "As a scientist" language was distracting as well. Overall I found the tone conversational, but a lot of the information in there I've not seen before.

The "history of google's invalid click detection efforts" bit, specifically the approximate dates of new filter rollouts was very enlightening.

I also had not heard of "Conversions-Per-Dollar" as a metric that Google uses to determine effectiveness of different web properties. A lot of the information in there might be of value to Adsense Publishers, too.


 12:37 am on Jul 22, 2006 (gmt 0)

A lot of the information in there might be of value to Adsense Publishers, too.

Yes, and that's why I posted a reference to the paper (including links to this thread and your profile) at:


The AdSense forum needed its own thread, since AdSense publishers are likely to focus on a different section of the paper than AdWords advertisers are: namely, the section that discusses publisher terminations for invalid clicks.


 12:50 am on Jul 22, 2006 (gmt 0)

I'll have lots more to say on the subject later, but I seriously disagreed with the claim that click fraud in 2002 was not well understood. Maybe not by Google, but certainly by other professionals in the Internet technical community.


 2:53 am on Jul 22, 2006 (gmt 0)

Fundamental problem, reasonable effort.

Bailing water on the titanic, I'm sure the bailers made a reasonable effort but the ship was fundamentally flawed.

There is no hard data that can actually prove this statement.

The guy had no real data, just happened to believe what he was told by google, not so sure that this document will help or hurt google, although lengthy, its all anecdotal.


 10:42 pm on Jul 25, 2006 (gmt 0)

The AdSense forum thread has become much longer than this one, oddly enough:



 4:26 pm on Jul 28, 2006 (gmt 0)

Interesting but a lot of people will complain whether if their efforts are "reasonable"

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