Click Confirmation

What is Click Confirmation?

Click Confirmation, or also known as a Double Click Penalty is a procedure implemented by Google to ensure a genuine interest in ads placed on a website. This issue usually manifests on sites that have been flagged as the sites with a high level of invalid traffic. To ensure a real intention of web users before redirecting to the advertiser’s destination URL, the ad should be clicked twice. In practice, when a confirmation click penalty is in place, the interstitial “visit site” button overlays the ad – as it is shown in the image below – to confirm the user’s intention to click.


If the user clicks on both the ad and the verification button, the click will be registered. Otherwise, the publisher will not earn revenue from a single unverified click. Confirmed Click procedure can only be applied to ads served by Google Ad Manager or AdSense.   Nevertheless, this can have a devastating effect on the publishers’ revenue. 

How do I know if my ad inventory is impacted by Confirmation Click penalty?

Publishers are not permitted to click on their own ads for any reason.

In case your site has been affected by Double Click Penalty, the first thing that you will notice is a significant drop in earnings without being a corresponding drop in traffic. The main metrics that shed the light on are eCPM, CTR and Impressions. Impressions will be at normal levels, while eCPM and CTR rates will be dropped considerably.

What causes the Confirmation Click procedure?

The reasons can be different, but the main one is the high level of invalid traffic, which includes click spam, ad reflow, and accidental clicks. In recent years, in order to create a better digital advertising ecosystem, Google together with other demand partners has been more and more active in fighting invalid traffic. Click here to find out more about invalid traffic. 

How to prevent Confirmation Click penalty?

In two words – ensure your total compliance with Google AdSense policies.

Below you will find the list of recommendations that have been noticed by our publishers to have a significant effect on confronting Confirmed Clicks issues.

Ensure correct ad placement

Ads should not be placed too close to clickable elements of the site such as a menu, navigation, or download links. Increase the distance between the ad unit and site’s content, if needed.

Make your ads distinguishable from the main content

Make sure all your ads are clearly labeled as ad units by using “Advertisements” or “Sponsored links” above the ad unit.

Control ad placement on different devices

Ensure that the recommendations listed above have been respected on different types of devices. 

Avoid any tricks that can mislead users

It is forbidden to offer compensation, use misleading headers or attract attention to ads in an unnatural way. 

Monitor your traffic

Avoid traffic from paid sources and run traffic quality analysis. 

To find out more about ad placement policies, visit Google AdSense Policy Centre.

How Clickio Prism can help in solving Click Confirmation issue?

We understand that it might be challenging to comply with all the policies. Here at Clickio we constantly monitor new regulations to develop our products in accordance with the rules. One way to fight Confirmation Click penalty can be Clickio Prism – a new technology, developed by Clickio, that transforms any content site into a progressive web app, in compliance with all policies and regulations.

Clickio Prism respects all the main rules for ad placement: 

  • there is a distance between ads and site content,
  • all ads are marked with “Advertisement” label,
  • ads with the grey background are distinguishable from the main content.


If you believe your site has been affected by Confirmation Click penalty, contact your Clickio account manager or get in touch via email to receive help and assistance in solving this issue. 


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