The Non-Incremental users report is a deep dive into the non-incremental threat category and demonstrates non-incremental user behaviour, how much ad spend this behaviour can waste and how TrafficGuard works to save this spend.

View individual click journeys for each non-incremental user and see firsthand how TrafficGuard identifies and excludes these users based predominately on your uniquely set click threshold rules.

Applied filters will display all non-incremental users who had any non-incremental clicks matching the filtered rule or threat during the selected date range. The data displayed will show each user's end-to-end journey of clicks for each non-incremental threat, encompassing activity within the selected date range, as well as related journey clicks outside of this range. All cost figures reflect the total cost of these journeys, not just costs incurred in the selected date range.
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​For example, filtering December 1 to December 31, 2024 will include a user who met a non-incremental rule on November 25 but with a journey extending to December 5 due to repeated non-incremental clicks. Their full journey will appear in the journey table, they will appear as a non-incremental user each day they clicked, and their total journey cost incurred from November 25 to December 5 will be included in the summary total.
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Non-incremental behaviour is most valuable to view as an end to end journey for each specific non-incremental rule that is met. For example, to understand User A’s behaviour and why they are non-incremental, it’s best to view their clicks leading up to meeting a click threshold rule, followed by all related clicks after they meet this rule. By filtering to a specific campaign for example, we no longer see the journey in context.
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User A might have triggered an account level click threshold rule with 9 out of 10 clicks on Campaign A, and 1 click on Campaign B. If we filtered to Campaign B only, only a single click would be visible and we would not understand why User A is a non-incremental user.
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As such all filtering is limited to ensure that journeys remain complete so that the non-incremental behaviour can be clearly viewed.

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Each individual journey is made up of a single non-incremental rule that is met by a user. The journey will show the clicks that contributed to the rule, and any subsequent clicks that take place after this depending on the mode of your account:

Not necessarily. The user journey table only displays clicks within a defined non-incremental journey. A non-incremental user may have clicks outside this journey that are not categorised as non-incremental and so will not appear on the report. For example, a user might have triggered an individual campaign click threshold rule on Campaign A. Any related Campaign A clicks will appear in the journey, however any clicks on Campaign B or C would not appear as the user has not been categorised as non-incremental on those campaigns unless they have triggered a rule specific to those Campaigns.

Similarly in Prevention, after a rule is met and an exclusion applied the journey follows only the IP that is excluded, it will not include clicks from other IPs from the user.
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TrafficGuard’s invalid traffic exclusion process relies on datapoints gathered from the end to end journeys of each user to identify those that are invalid. It then manages the priority of IP exclusions in real-time based on datapoints such as:

There is no defined period of exclusion for an IP and instead the duration is constantly evaluated based on the threat level and recurrence. For example, while an IP may be excluded for User A, other users sharing that IP could be performing additional invalid clicks, extending the duration of the IP exclusion.
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TrafficGuard’s exclusion process intelligently manages the priority of IP exclusions in real-time based on a variety of signals. When an IP with a greater threat level is identified it is prioritised over those with a lesser threat level, ensuring the highest impacting IPs are prioritised for exclusion. This process can result in the continuous rotation of IPs.
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Users often share the same IP address and all users can contribute to an IPs threat level. Even when the non-incremental user displayed in the report no longer exhibits non–incremental behaviour the IP may remain excluded due to the click activity of other users.
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There are several reasons why clicks might appear after an IP has been excluded in a journey:

There can be a small delay (measured in seconds) between when an IP has been invalidated by TrafficGuard and when they are added to our exclusion list. Any clicks that happen during this several second duration will appear prior to the exclusion.
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The Repeat clicks rule is processed in batches and is not in real-time. As such a user can trigger this rule and appear as excluded in a journey, but be able to continue clicking before they are actually excluded.
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The key difference between the non-incremental report and other reports is that the non-incremental report is at a user level and all other reports are at the click level. This difference affects whether individual clicks appear in the non-incremental report in order to show complete click journeys for a user.
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As an example, a click can often be invalidated with more than one threat reason. In the threats report we display only the primary threat reason for a click, but in the non-incremental report we will include any click that has a non-incremental threat reason. Therefore the costs and clicks seen in the non-incremental report can be more than those seen elsewhere.
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There are also several other instances where for the purposes of complete journeys clicks will appear in this report and not elsewhere, such as duplicate clicks appearing in specific instances of Repeat click journeys as these are vital to how the rule functions.