Impressions, clicks, or conversions that do not come from a real human with real interest. General invalid traffic (GIVT) is identifiable by routine filters: known bots, crawlers, data-center traffic. Sophisticated invalid traffic (SIVT) requires analysis: hijacked devices, spoofed domains, click farms, made-for-advertising sites. Verification vendors screen for both; platforms filter GIVT and typically refund it.
Cite this entry:
Agency Echelon. "Invalid Traffic." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/invalid-traffic/