I wouldn’t say this is 100% click fraud. What’s your click/conversion ratio?. and what is your “normal” click/conversion ratio? A spike in click/conversion can bring into question the possibility of click fraud, but not likely. Click/conversion spikes are usually related to technical issues like poor website rendering or phone system problems. It just depends what your expected “normal” is for PAID traffic. I never compare behavior on paid vs organic traffic, because it truly is apples & oranges. Some of our highest performing sites have super high bounce rates with low time on site, because we show a landing page & tap-to-call button that usually gets tapped within 10-20 seconds. another variable—- low time on site IF the brand has any kind of reputation. No reputation usually means longer site times as people need to see more trust factors on the sites. I only settle on click fraud after exhausting every other possibility. All else fails, you could try ClickCease out. That software is hit & miss as far as improvement for our accounts. Sometimes better. sometimes worse. gotta test though. Certain cities around the country are more prone to click fraud. location also matters. Bottom line. You need to look at every possibility beginning with identifying a consistent conversion rate. If that rate suddenly changes, 90% of the time it’s technical problem. 10% click fraud. 10 second time on site could also be poor ad relevancy. Example if someone searches “power washing”, and you send them to a “pressure washing” landing page. That user identifies the service as “power washing” and needs maximum relevancy to help convert even though the terms are very similar. Lot of variables here. no clear answer without investigating.
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