Though it isn't possible to have more clicks than impressions, at times,
your account reports may reflect more clicks than impressions, or a
clickthrough rate (CTR) of more than 100%. Let me explain why this
happens.
First, the reports that you see in your account are not in real time. Clicks are updated about every hour while impressions are updated every few hours. Therefore, it is possible that the number of clicks displayed in your reports exceeds the number of impressions, until your reports are completely updated. This usually happens by the end of the day (11:59 pm in the time zone you've selected for your account).
To see the greatest accuracy in your reports, I suggest you review a given day's reports on the following day/s, when the servers have finished reporting the clicks and impressions.
Second, because browsers cache the search results and ads on search results pages, Google registers only one ad impression per search. However, your reports will show multiple clicks if a Google user clicks on your ad more than once in a cached browser session.
You may see a certain amount of multiple clicks in your weblogs. These clicks represent legitimate users accessing your advertisement in expected ways. It's possible that a user legitimately clicks on your ad more than once. For example, the user may be comparison shopping or returning to your site for more information. Additionally, some Internet Service Providers assign a single IP address to more than one user. In this case, multiple clicks from the same IP address don't mean that someone is clicking multiple times on your ad.
First, the reports that you see in your account are not in real time. Clicks are updated about every hour while impressions are updated every few hours. Therefore, it is possible that the number of clicks displayed in your reports exceeds the number of impressions, until your reports are completely updated. This usually happens by the end of the day (11:59 pm in the time zone you've selected for your account).
To see the greatest accuracy in your reports, I suggest you review a given day's reports on the following day/s, when the servers have finished reporting the clicks and impressions.
Second, because browsers cache the search results and ads on search results pages, Google registers only one ad impression per search. However, your reports will show multiple clicks if a Google user clicks on your ad more than once in a cached browser session.
You may see a certain amount of multiple clicks in your weblogs. These clicks represent legitimate users accessing your advertisement in expected ways. It's possible that a user legitimately clicks on your ad more than once. For example, the user may be comparison shopping or returning to your site for more information. Additionally, some Internet Service Providers assign a single IP address to more than one user. In this case, multiple clicks from the same IP address don't mean that someone is clicking multiple times on your ad.
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