The Global Invalid Traffic Report 2026 analyzes 2.7 billion ad clicks across six ad platforms, eight industries and ten countries to reveal the true scale of invalid traffic in paid media. The average IVT rate across all channels was 8.51%, meaning an estimated $63 billion was lost to invalid traffic in 2025.
The report compares IVT rates by platform (from Google at 7.57% to TikTok at 24.20%), Google campaign type, industry and country, and finds lead-gen businesses face 32% higher IVT than transactional models. It also covers affiliate fraud, and how agentic AI will blur the line between genuine intent and automated activity.
Lunio is an ad traffic verification platform that helps advertisers and agencies detect and block invalid traffic across Google, Microsoft, Meta and LinkedIn. By filtering out bots, fake clicks and spam leads in real time, Lunio makes sure budgets reach genuine users and keeps the data feeding automated campaigns clean.
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