Yelp employs a variety of industry-standard measures to detect and prevent invalid traffic and click fraud across both advertising (impressions and clicks) and business owner metrics
(clicks to website, bookmarks, check-ins, and more). For example, we monitor clicks and impressions for fraudulent activity, and we frequently update our filters to exclude activity from known offenders. Additionally, we do not bill for clicks that come in rapid succession from the same user, which limits opportunities for invalid or fraudulent ad clicks. We also investigate reports of click fraud from users or advertisers, though this is very rare as a result of our proactive filtering.