Do multiple clicks from the same IP address suggest invalid activity?
Multiple clicks from the same IP address don’t necessarily suggest invalid activity. There are several legitimate reasons for why this happens: • Return visits: Individual users may legitimately click on your ad more than one time when comparison shopping or returning to your site for more information. • Shared IP addresses: Multiple clicks from a single source may be due to an Internet Service Provider (ISP) assigning identical IP addresses to multiple users. Certain ISPs, such as AOL, distribute a relatively small number of shared, rotating IP addresses to a large number of users. As a result, multiple visitors may access your site from identical IP addresses, giving the impression of repeated clicks from a single visitor. • Web server logs: Your site’s web server logs include data for all visitors to your site, not just those who arrived after clicking on an AdWords ad. You may see ‘Google.com’ referrers from users who reached your site via the Google search results and not via your
