TrafficGuard's Meta solution helps protect your advertising investment by detecting and preventing Invalid Traffic (IVT) across Meta Ads including Facebook and Instagram. Invalid traffic refers to clicks that are not generated by genuine users who add value, including bots, accidental or excessive clicks, and malicious activity. Left unchecked, IVT can distort campaign performance data, reduce return on ad spend (ROAS), and waste budget.
How detection works
Our solution uses advanced fraud detection signals and monitoring logic to identify invalid traffic in real time. Our Site tag must be placed across your website so we can monitor clicks that originate from Meta ads to assess user quality.
Key aspects of detection include:
Traffic monitoring: We continuously analyse ad click data that originates from Meta ads.
Behavioural patterns: Click activity is assessed against patterns typical of non-human or low-quality traffic.
Customisable rules – Detection criteria can be tailored to your business needs, allowing you to define rules for identifying invalid users beyond the default system signals.
Custom tagging: Invalid users are automatically flagged with the Meta custom event TG Invalid User, which feeds into audience exclusions.
How prevention works
Detection is only the first step. Once invalid users are identified, our solution actively prevents them from impacting your campaigns:
Exclusion audiences: Tagged invalid users are automatically added to exclusion audiences directly from the browser, ensuring optimal event match quality and stronger prevention.
Ongoing protection: These exclusion audiences are synced directly with your Meta Ads account to ensure IVT is blocked from future campaigns.
Benefits of IVT detection and prevention
Better data accuracy – Campaign reporting reflects real user engagement.
Improved ROAS – Budgets are safeguarded from invalid clicks.
Peace of mind – Continuous monitoring ensures protection is always active.