The Click Forensics software-as-a-service (SaaS) solutions are deployed for advertisers, publishers, ad networks, or agencies through a simple browser-based user interface, or directly through an integrated API. Attributes of ad clicks are examined via log files (or page tags) and analyzed using proven heuristics for determining quality.

The brain of every Click Forensics product is the Traffic Quality Engine. The engine analyzes PPC traffic data with sophisticated patent pending heuristics to score the relative merits of online traffic. Data mining techniques are applied to click behavior to identify markers and determine relative merit of every click, every visitor, and every site. The large number of heuristics employed examine three main categories of data:

• Attributes: technical and economic attributes of every click include IP address, proxy server traffic, bot characteristics, originating location, HTTP header characteristics, visitor profile characteristics and cost-per-click.
• Behavioral: click-through behavior such as visit depth, time on site, viewing patterns, and time between clicks.
• Community: comparative data is available across a community of advertisers, networks, and publishers for correlation, validation, and continuous improvement to the algorithms.