Click threshold rules are the primary method of identifying users in the non-incremental threat category. Non-incremental users are genuine users who display repeated ad click activity offering no incremental value for your ad spend. They are very likely existing customers who know your brand and use your ads as a ‘lazy’ access point to your site.
Click threshold rules define limits on how many times a user can click on your ads in a defined time period before we categorise them as non-incremental and attempt to exclude them from being served further ads. These rules ensure users are not completely excluded from seeing your ads, but limiting them to a number of clicks that your unique data shows as no longer offers value.
Click frequency rule setup
To set up your click frequency rules, you will first need to understand your user's click frequency behaviour. Navigate to the Click frequency report and identify the optimal threshold you would like to set based on your account norm. You can view this report at both an individual campaign level and for your entire account; you can also set Click threshold rules at these levels.
Once you have decided on your click and time thresholds:
Go to Threat Settings in the main menu and click Validation rules
Click Create rule
Choose rule type Click threshold
IF - define the threshold settings; the number of clicks a user is allowed to perform in a given hour or day limit before we invalidate the user’s future clicks and attempt to exclude them. Note: thresholds cannot be set for a time period greater than 24 hours / 100 days.
ON - select the campaigns the rule should apply to. Selecting “All campaigns” means once a threshold is met the rule and attempted exclusion will be made on all campaigns. If you just want a specific rule to apply to specific campaigns select “Select campaigns”.
If you have chosen “Select campaigns” a campaign selector tool will open to allow you to select campaigns the rule will apply to.
AND - define whether the threshold and exclusion should happen collectively on all campaigns or individually. For example you have defined a click threshold rule as 3 clicks in 24 hours. If you select “Collectively across all campaigns”, when a user clicks 3 times across ANY campaign in your account in a 24 hour period, they will then be invalidated for attempted exclusion on ALL campaigns. If you select “On each individual campaign”, a user must click 3 times on an individual campaign in a 24 hour period for that single campaign to be invalidated and attempted exclusion on.
Once you have made all rule selections the rule’s settings will be summarised to ensure the rule is functioning as you have intended.
Name the rule
To save the rule without publishing it uncheck the “Publish on save” toggle, otherwise click Save.
You will be able to view the users that have triggered click threshold rules in the Non-incremental users report. A summary of how many times a specific rule has been triggered is available in the Validation rules page.