For standard content ads, we count a click when a user clicks an ad.
Click count can fluctuate due to invalid traffic. Learn more about invalid traffic and how to prevent it.
Note: For the rewarded format, the clicks metric captures both physical clicks and engaged views. This means that you should take care with any derived metrics (e.g. click-through rate (CTR), cost per click (CPC), etc.) for this format as they might be misleading.
Also, use caution when analysing clicks and/or click-derived metrics for your entire account if you use the rewarded format. We recommend that you use the 'Ad format' breakdown in your reports.