Google has introduced a new guide for lead generation advertisers aimed at preventing invalid leads. This help page details how Google’s invalid traffic filters are insufficient for stopping fake or low-quality leads and emphasizes that maintaining high lead quality is a shared responsibility.
Among the preventive measures listed, advertisers are encouraged to integrate reCAPTCHA on web forms, set up double opt-in procedures, and employ server-side validation for emails and phone numbers. Additionally, advertisers should focus on lead-specific goals and utilize first-party data to maintain lead quality.
Supporting changes to the ‘About invalid traffic’ page clarify that any invalid traffic detected before the month-end billing is excluded from charges, preventing the need for refunds. If detected post-billing, credits are issued as adjustments in future invoices.
Read the official help page here: Prevent invalid leads.
This update was spotted by Hana Kobzová.