Ad Fraud Evidence Report Submission: Format, Structure, and Process

To successfully submit an ad fraud evidence report to Google or Meta, you must provide a forensic session log with video proof, organized by campaign and date, exported as a report, and submitted via the platform's billing dispute channel. This is the format that platforms accept for refund claims. Without this structure, your claim will likely be rejected.

The Requirements for Ad Fraud Evidence

Ad platforms like Google and Meta have strict billing dispute programs. They will not issue refunds based on general suspicions. To secure a refund, you must provide forensic, client-side evidence. This means data captured directly from the user's interaction with your website, proving that the traffic was non-human.

Your evidence report should include specific technical markers that distinguish bots from humans. Platforms look for evidence of:

• Click behavior: Ghost clicks that lack the natural sequence of human intent.
• Motion behavior: The absence of human-like mouse tremors or jitter.
• Speed behavior: Superhuman input speeds (under 1ms) that are physically impossible for a person.
• Path behavior: Robotic, linear, or grid-aligned mouse movements.
• Session behavior: Unnatural visit lengths that are too short, too long, or perfectly uniform.

Why Standard Analytics Are Not Enough

Most standard web analytics tools track page views and basic clicks, but they lack the forensic depth required by ad platforms. If you submit a report based only on high bounce rates or low conversion rates, your claim will likely be rejected. Ad platforms require proof of invalid traffic, not just poor performance. You must demonstrate that the specific clicks you are disputing were generated by automated scripts, emulators, or web crawlers.

The Anatomy of a Successful Refund Claim

A successful submission typically follows a structured process. First, you must identify the invalid traffic using a detection tool that captures video proof or granular session logs. Second, you export this data into a format that clearly maps the fraudulent activity to specific ad campaigns or timeframes. Finally, you present this evidence to your ad platform representative or through their official billing dispute channel.

Structure of an Ad Fraud Evidence Report

An effective evidence report is organized and complete. It should be structured by campaign and date, making it easy for the platform's support team to verify the specific charges you are disputing. The report should include a summary of findings, a detailed log of suspicious sessions, and supporting video or screenshot evidence.

Here is a typical structure:

1. Executive Summary: A brief overview of the total invalid traffic detected, the affected campaigns, and the estimated financial impact.
2. Campaign Breakdown: A table listing each campaign, the number of invalid clicks, the date range, and the amount disputed.
3. Session Logs: Detailed records of each suspicious session, including timestamps, session IDs, IP addresses, user agents, and behavioral metrics.
4. Video Evidence: Screen recordings of bot interactions, if available, linked or embedded in the report.
5. Supporting Data: Additional files such as CSV exports or JSON logs that provide raw data for verification.

Required Data Fields

Each session log entry must contain specific data fields to be considered valid evidence. These fields allow platforms to cross-reference the activity with their own records. The essential fields include:

Field	Description
Timestamp	Exact date and time of the click or session, in UTC or with timezone offset.
Session ID	A unique identifier for the user session, matching the platform's click ID if possible.
IP Address	The IP address of the user, including port if available.
User Agent	The full user agent string of the browser or device.
Behavioral Metrics	Mouse movement data, click coordinates, scroll events, and input speed.
Page URL	The landing page URL where the interaction occurred.
Referrer	The referring URL, if any.
Device Type	Whether the session came from a desktop, mobile, or tablet.

Including these fields ensures that the evidence is actionable and verifiable.

File Formats and Export Options

Ad platforms accept evidence in several formats. The most common are CSV, JSON, and video files. Each has its strengths and trade-offs.

• CSV: Easy to read and sort. Good for large datasets. However, it lacks the depth of behavioral data.
• JSON: Preserves nested structures and can include complex behavioral metrics. More flexible but harder to read manually.
• Video: Provides visual proof of bot behavior. Highly persuasive but can be large and time-consuming to review.

For best results, combine structured data (CSV or JSON) with video evidence. This gives the platform both quantitative and qualitative proof.

Step-by-Step Submission Process for Google and Meta

The submission process varies slightly between Google and Meta, but the core steps are similar.

Google Ads

1. Log in to your Google Ads account.
2. Navigate to the Billing section and select “Billing disputes.”
3. Click “Create a dispute” and select the campaign and date range.
4. Upload your evidence report as a PDF or include a link to a shared folder.
5. Provide a clear explanation of the invalid traffic, referencing the session logs and video proof.
6. Submit the dispute and wait for Google’s review.

Meta Ads

1. Go to the Meta Ads Manager and access the Billing tab.
2. Click “Billing Support” and then “Dispute a charge.”
3. Select the ad account and the specific charges you want to dispute.
4. Upload your evidence files, including the session logs and any video recordings.
5. Write a detailed description of the fraudulent activity.
6. Submit and monitor the case status.

Always keep a copy of your submission for your records.

Practical Example: A Well-Formatted Report

Here is a sample checklist for a well-formatted evidence report:

• Executive summary with total invalid clicks and disputed amount.
• Campaign breakdown table with dates and click counts.
• Session logs in CSV or JSON format, with all required fields.
• Video recordings of at least three representative bot sessions.
• Clear naming convention: e.g., “CampaignName_Date_Range.csv”.
• All files compressed into a single ZIP folder for easy upload.

Example of a session log entry in CSV:

timestamp,session_id,ip,user_agent,behavioral_metrics,page_url
2025-03-01T10:23:45Z,abc123,192.168.1.1,Mozilla/5.0 (Windows NT 10.0; Win64; x64),"mouse_move: linear; click_speed: 0.5ms",https://example.com/landing

Trade-offs Between Video and Log Data

Video evidence is compelling because it shows the bot’s behavior in real time. However, it is resource-intensive to produce and review. Log data is easier to analyze programmatically and can cover many sessions, but it lacks the visual impact. The best approach is to use both: log data for comprehensive coverage and video for key examples.

Why the Format Matters

Ad platforms receive thousands of disputes. They use automated systems to filter out weak claims. A well-structured report with the required fields passes these filters and reaches a human reviewer. A poorly formatted report is likely to be rejected without a detailed review. The format is not just a formality; it is a signal of credibility.

How Platforms Evaluate Evidence

Platforms evaluate evidence by cross-referencing your session logs with their own click data. They look for consistency in timestamps, IP addresses, and user agents. They also assess the behavioral metrics to determine if the activity matches known bot patterns. If your evidence aligns with their internal flags, the dispute is more likely to be approved.

Common Mistakes in Evidence Submission

The most common mistake is failing to provide actionable proof. If your report is just a list of IP addresses, it may be ignored. Platforms need to see the behavioral evidence—the “why” behind the classification of a click as fraudulent. Additionally, ensure your data is organized by campaign and date, making it easy for the platform's support team to verify the specific charges you are disputing.

Other mistakes include:

• Submitting screenshots instead of session logs.
• Using vague language like “suspicious traffic” without specifics.
• Omitting timestamps or session IDs.
• Uploading files in proprietary formats that cannot be opened.

Follow-up Questions and Next Steps

After submitting your evidence, you may need to answer follow-up questions from the platform. Be prepared to provide additional session logs or clarify specific entries. If your claim is approved, you will receive a credit or refund. If it is rejected, you can appeal with more evidence.

For ongoing protection, consider using a detection tool that automatically captures evidence. This ensures you have the data ready when you need to file a dispute.

Frequently Asked Questions

What format does Google or Meta prefer for evidence?

They prefer clear, exported reports that link specific ad clicks to forensic session data. Video proof of the bot interaction is highly effective.

How far back can I claim a refund?

Depending on the platform and your specific account history, some refund claims for bot-click spend can date back to 2017.

Does bot detection affect my site speed?

Modern detection tools are designed to be lightweight. For example, BotRefund can be added to your website in about one minute without impacting performance.

What is the average success rate for these claims?

Success depends on the quality of your evidence. Using forensic tools that capture specific bot behaviors significantly increases your chances of approval.

Can I submit evidence for multiple campaigns at once?

Yes, but you must organize the evidence by campaign and date. A single report can cover multiple campaigns if the data is clearly separated.

What if I don't have video proof?

Video proof is not mandatory, but it strengthens your case. If you only have log data, ensure it is detailed and includes behavioral metrics.

Further reading and comparison sources

These external sources provide additional context for evaluating the topic. Their inclusion is not an endorsement.

• Ad Fraud: The Complete 2026 Guide to Detection & Prevention
• Ad Fraud 2026: Detection & Prevention Guide
• Reporting fraud and abuse within the IRS e-file program | Internal ...

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