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Chapter 21. Watch Out for Click Fraud > Identifying Click Fraud Patterns

Identifying Click Fraud Patterns

In Part V, “Tracking Your Return on Investment,” I discussed how to track the various components of your paid listing campaigns: search engine, keyword, ad listing, and landing page. Assigning a unique tracking code to every listing helps you determine the ROI of each ad component. Furthermore, this enables you to spot unusual fluctuations in your campaigns that could indicate click fraud activity. Although you can identify suspicious click fraud behavior by relying on raw log activity shown in your web analytics reports, you cannot effectively attribute such activity to “questionable” clicks without having tracking URLs in place.

Look for anomalies per search engine and per keyword by studying the following data:


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