What are click errors?
by Aaron DelloIacono Thies
Click errors typically occur for 1 of 2 reasons:
1) A creative has been set up and the ClickURL field is either left blank or the http:// has not been included in the field.
2) Most click errors are registered for non-human click activity. When a non-human visitor comes to your site (a crawler or robot), it often tries to navigate the hyperlinks on your page, including the ad links. The ad server can (usually) recognize a non-human ad click and it gets registered as a Click Error. Since crawlers are common Internet entities, this can account for a lot of click errors.
The true indication that crawler clicks are getting correctly marked as click errors is to look at your real click through rate. If it is in line with "normal" internet click rates or your historical click rates, then we can say that the crawler clicks are correctly getting filtered out from the real clicks and marked as click errors. Normal click rates are typically 0.05% - 0.50%.
If you think that your click-through rate is unusually high, contact ADS support so that we can analyze the click logs and evaluate your reporting.