On rare occasions, your device breakout for a particular device may show more clicks than impressions (see below). How can that be??? This is due to a practice Google uses on their ad exchange of “auditing clicks.” It’s where Google will send traffic from it’s own bots through their traffic hubs (Sunnyvale, CA and Ashburn, VA) to test ads and where they link to. It’s their way of auditing that ads are going to the websites where they are supposed to go. These “Google bot clicks” get credited back to the campaign before it is over meaning Google will delete them out of the server report and credit back the impressions so the client isn’t charged however on rare occasions they show on a monthly report before Google has done so. Typically, they do this within the first month something runs. However, occasionally these clicks do not get credited back before an end of month report is pulled, and that is where you will see an example like below.
The graph above shows more impressions then clicks because of auditing clicks.
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