Posts: 9,669
Name: Steven Bradley
Location: Boulder, Colorado
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I think part of the problem is in the way stats programs record things. Google has said several times that the way most programs record clicks automatically inflates click count.
For example any time Google determines the click is fraudulent they won't be reporting it to you as a click where most other programs will report it as a click. Google might discount a click in the situation where a user clicks an ad, clicks back right away and then clicks the ad again. I think most ad tracking programs will count something like that as 2 clicks where Google might decide neither is valid or at most only count it as one click.
I'm not saying Google is right in the way they count the clicks or that the ad loggers are right. Just that they record things differently and so you see different results
Here's a post from Matt Cutts describing the above better than I can. There are links to more info on his post. I read the white paper he links to and thought it pretty good. Not the most exciting thing you'll ever read and it's not going to tell you all the details you want to know, but it does help describe the problem of determining which clicks are real and which are fraud.
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