AdSense deductions aren't new. However, this topic becomes more relevant, as AdSense deductions have been noticed recently to have a significant impact on disrupting publishers’ earnings.
What are AdSense deductions and what causes them?
Back in May 2015, Google introduced a new payment history report where the difference between estimated AdSense earnings and the final amount paid to a publisher was displayed. The difference in these two numbers is nothing else than a so-called AdSense deduction. It also can be defined as a revenue adjustment, made by Google at the end of each month, which you can see in your AdSense account in the section Payments > Transactions.
The main reasons that cause earnings deduction are invalid traffic and ad implementation that violates Google AdSense Program policies. Less frequently Google may also adjust publishers’ earnings if the problems in collecting payments from advertisers occur.
Invalid traffic is any interaction (clicks and impressions) that does not originally come from a genuine interest of a user. The definition of invalid traffic covers intentionally fraudulent traffic as well as accidental clicks. Click here to find out more about invalid traffic.
AdSense deductions are also very closely related to the Click Confirmation process, which aims to ensure the real intention of web users to click on ads.
How does Google apply deductions?
To guarantee a healthy digital ecosystem, Google does not share any specific details on where or how much invalid activity may have been detected on sites. However, Google does reveal how and when it removes invalid clicks from publishers’ earnings. Real-time filtering is the first step that is usually applied by Google. When monitoring your reports regularly, you may find unexpected variations in your clicks and earnings. That is because Google automatically excludes earnings earned on activities such as double clicks, crawlers, sabotage, etc. Further adjustments for any invalid clicks are made during the finalization process and revealed in the final reports at the end of each month. Less frequently deductions may occur within 60 days after payment. In these cases, the amount owed will be deducted from future finalized earnings.
What can I do about AdSense deductions?
Unfortunately, publishers cannot appeal deductions so there is no action that you can take to reverse subtractions that have already been made. The thing that you can do is to ensure your actions are directed to prevent AdSense deductions. Additionally, if you notice unusual levels of invalid activity on your site, you can notify Google Team using Invalid Clicks Contact Form.
How to prevent AdSense deductions?
The best way to prevent any form of subtractions from your account is to ensure total compliance with Google AdSense policies and no invalid traffic on your site.
Below you will find the resources that help you fight invalid traffic and ensure correct ad placement. Compliance with these rules will significantly reduce your chances to face AdSense deductions.
- Ad placement policies - AdSense Help
- How you can help to prevent invalid traffic - AdSense Help
- Google Ad Traffic Quality
If your site has been affected by significant Adsense deductions, contact your Clickio account manager or get in touch via email email@example.com to receive help and assistance in solving this issue.