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Risk settings

Control how you want to react to risks, such as when and how to block visitors. To manage a site's risk settings, go to Manage site > Settings > Risk.

Key concepts​

During a session, risks are identified (such as suspect device, or high IP frequency). Depending on the risks, a 'risk level' is then set (either normal, unwanted, suspicious, or invalid). The risk level can then cause block actions to happen.

You can control which risk levels cause blocks in these settings, as well as what block actions you want to happen.

  • Normal risk level remains where there are no risks, or where the visitor's IP address or network is on the allowlist.
  • Unwanted level is set for poor referrer reputation or for an excluded country.
  • Suspicious level is set for anonymous visits, visits with a poor IP reputation, or from a suspect device.
  • Invalid level is set for all other risks (i.e. bot, high IP frequency, etc.).

When to block​

Use these settings to choose the risk levels that should be blocked. Invalid sessions are always blocked. But you can choose whether you want to block unwanted sessions (on by default), and suspicious sessions (off by default).

If you choose not to block, risks and the risk level will still be set, but no blocking actions will happen.

How to block​

Select the actions you want to use when a session is blocked. Not all actions are available every time. See the individual blocking actions below for more information.

Add to exclusion audiences​

Visitors will be added to exclusion audiences for connected ad networks with audience exclusion configured. Also fires the onBlock tag callback and the hitprobe_blocked data layer event.

Block IP addresses​

For paid clicks from Google only. Adds the visitor's IP address to Google's IP exclusion list at account level. You can manage these blocks in the Hitprobe console.

Block networks (ISPs)​

For paid clicks from Google only, and only where the high network frequency risk is set. Adds the visitor's IP address network to Google's IP exclusion list at account level. You can manage these blocks in the Hitprobe console.

Block referrer domain​

For paid clicks from Google only, and only where the poor referrer reputation risk is set. Adds the referrer domain name to Google's placement exclusion list at account level. You can manage these blocks in the Hitprobe console.

Countries​

Choose to either rule countries in (allow them), or rule them out (exclude them). If a visit comes from a country that is not allowed, the risk level is set to at least unwanted.

Click Manage countries to add or remove listed countries

IP address limits​

This setting allows you to decide how many times an IP address can be associated with a paid/tracked session before further sessions are considered invalid. You can set limits per hour, day, or month.

info

The count is actually calculated over the past period up to the current point in time. For example, the hourly limit calculates the frequency from the start of the previous hour up to the current time.

Daily limit calculates the frequency from the start of yesterday up to the current time today, etc.

Network limits​

This setting allows you to decide how many times an IP network (ISP) can be associated with a paid/tracked session before further sessions are considered invalid. You can set limits per hour, day, or month.

Fingerprint limits​

This setting allows you to decide how many times a unique device fingerprint (i.e. browser) can be associated with a paid/tracked session before further sessions are considered invalid. You can set limits per hour, day, or month.