Google Ads invalid clicks report template. The clicks Google set aside and did not charge you for, campaign by campaign.

The invalid clicks report shows, for each campaign, how many clicks Google judged invalid and set aside, and you were not charged for them. It opens on the last 30 days against the 30 before, with the account's traffic on top and a table of every campaign's invalid clicks below.

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Last 30 days vs the 30 before
2 cards
Any account

Invalid clicks

Last 30 days · 14 Sept – 13 Octvs 15 Aug – 13 SeptAcme Store

Key figures

Clicks15,6989.4%vs 14,344

Impressions654,41119%vs 551,504

CTR2.4%0.2 ptsvs 2.6%

Spend€9,2909.9%vs €8,455

Invalid clicks

Campaign	Clicks	Invalid clicks	Invalid click rate
Rain Shells	4,807	291	5.7%
Trail Stories	1,731	236	12.0%
Hiking Boots	3,922	104	2.6%
Outerwear 2026	3,047	77	2.5%
Brand	2,191	21	0.9%

What is in the invalid clicks report template?

Key figures: clicks, impressions, CTR and spend for the account, against the 30 days before. These are the clicks you paid for.

Invalid clicks: one row per campaign with its clicks, its invalid clicks and its invalid click rate, sorted by invalid clicks, 25 rows. Every campaign with impressions in the period is read, with no limit. A Campaign containing filter narrows the table.

Invalid clicks

Campaign	Clicks	Invalid clicks	Invalid click rate
Rain Shells	4,807	291	5.7%
Trail Stories	1,731	236	12.0%
Hiking Boots	3,922	104	2.6%
Outerwear 2026	3,047	77	2.5%
Brand	2,191	21	0.9%

Last 30 days · 14 Sept – 13 Oct · vs 15 Aug – 13 SeptAcme Store

What does Google count as an invalid click?

An invalid click is one Google's systems judge not to come from real interest: a bot, a burst of repeated clicks, an accidental double click. Google filters most of them before you are billed. The Clicks column in Google Ads, and in this report, already leaves them out.

The invalid click rate is invalid clicks divided by all clicks, the invalid ones included. Clicks Google only catches later are credited back to the account, and show as invalid activity on the billing summary in Google Ads.

A high rate does not mean you lost money: those clicks were not charged. The money at risk is in the clicks Google did not catch, and the rate is a sign of where to look for them.

How do you read an invalid clicks report? And what to do next.

Compare each campaign with campaigns of the same type and with its own past. Campaigns that reach partner sites and apps usually see more filtered clicks than Search ads on Google itself. Use the comparison with the 30 days before: a rate that jumps on one campaign tells you more than a rate that is high every month.

When a rate jumps, check the clicks that remain. If the campaign's conversion rate fell at the same time, or Google Analytics shows far fewer sessions than Google Ads shows clicks, some bad traffic got through. Then act where it comes from:

on Display or Video, open the placements template and exclude the sites and apps with clicks and no results;
on Search, check whether the clicks come from search partners, and turn them off if they never convert (the search partners calculator shows what they cost);
if the clicks come from a few known addresses, add IP exclusions in the campaign's settings.

If you believe you paid for invalid clicks, Google's support can open an investigation on the account.

What does an invalid clicks report show on a made-up account?

Coastline Kayak Tours

A made-up account, for illustration

Coastline Kayak Tours, a made-up tour operator, runs a Search campaign and a Display remarketing campaign. Over 30 days, Search had 2,900 clicks and 85 invalid ones, a rate of 2.8%. Display had 1,340 clicks and 410 invalid ones, a rate of 23.4%, up from 9% the 30 days before.
Display's conversion rate halved over the same days. In the placements template, three mobile game apps account for most of its clicks and none of its bookings. The company excludes them and checks the rate again a month later.

Which accounts is the invalid clicks report template for?

Any account. It is most useful on accounts with Display, Video, Performance Max or search partners, where traffic comes from outside Google's own pages. Click Customize to add a Placements card under the table, so the rate and the places behind it sit in one report. The table can be downloaded as CSV or Excel.

Placements

Placement	Impressions	Clicks	CTR	Spend	Conversions	Cost per conversion
Alpine Trails WeeklyYouTube channelyoutube.com/@alpinetrailsweekly · Trail Stories	38,400	512	1.3%	€96	1	€96.20
Sites Google does not nameRain Shells	31,900	—	—	—	—	—
Puzzle Blocks: Match 3Appcom.example.puzzleblocks · Trail Stories	22,700	402	1.8%	€48	0	—
Best rain jackets of 2026, testedYouTube videoyoutube.com/watch?v=4kQ2rLw9xTe · Rain Shells	18,300	—	—	—	—	—
weather-outlook.exampleWebsiteTrail Stories	14,900	116	0.8%	€21	1	€21.40
trailrunner-magazine.exampleWebsiteRain Shells	9,800	—	—	—	—	—

Last 30 days · 14 Sept – 13 Oct · vs 15 Aug – 13 SeptAcme Store

Questions about the invalid clicks report template.

Anything else? Ask Oppy in the product, or write to the team.

Am I charged for invalid clicks?

No. Google filters most invalid clicks before billing. The ones it finds later are credited back to the account as invalid activity.

What is a normal invalid click rate?

There is no single normal rate. It differs by network and by campaign type. Compare each campaign with its own past and with your campaigns of the same type.