About The Report
Amazon’s Gross and Invalid Traffic (IVT) Report provides advertisers with key data about the traffic on their Sponsored Products, Sponsored Brands, and Sponsored Display campaigns.
Essentially, this report lets advertisers see how much of their ad traffic is from valid sources—and how much came from bots. Amazon does this by comparing your gross traffic to your invalid traffic.
Gross traffic is an overview of the overall interactions and engagement a product listing receives on Amazon. This includes:
- Page Views: The total number of times the product detail page was viewed by customers.
- Impressions: The number of times the product was displayed as an ad on Amazon.
- Clicks: The total number of times customers clicked on the product's ad or listing.
- Sessions: The number of individual visits to the product detail page, which may include multiple page views within a single visit.
By contrast, invalid traffic is potentially fraudulent, non-human, duplicate, or illegitimate traffic, such as:
- Bot-generated clicks: Clicks generated by automated programs (bots) rather than genuine customers.
- Click fraud: Deliberate and deceptive clicking to artificially inflate click-through rates.
- Incentivized clicks: Clicks driven by incentives or rewards, such as pay-per-click schemes that encourage fraudulent engagements.
- Abnormal activity: Unusual or abnormal patterns of clicks that deviate from typical customer behavior.
Invalid traffic can distort advertising metrics, misrepresenting the true interest and engagement of genuine customers.