eBay merchants want to know that the money they spend on driving traffic to their storefronts is legitimate and not a bunch of fraudulent clicks that eats up their ad dollars. There is really no way to get this from advertising platform – especially if their business model benefits from clicks. It is estimated that upto thirty percent (30%) of all clicks are fraudulent. So the merchants have pressured eBay to provide better visibility on the clicks so they know where the clicks are coming from. eBay has in turn partnered with Click Forensics to provide click fraud information.