E-commerce Insights: All You Should Know About Click Fraud

Michael Stebbins, vice president of marketing at ClickTracks, describes how ClickTracks creates baseline statistics for each advertiser. Consider these metrics:
+ time on site,
+ conversion percentage,
+ campaign cost, and
+ IP country of origin.

Clicks that deviate from the norm in too many dimensions, he says, are brought to the attention of the advertiser for human intervention.