Bot Traffic

Definition:
Bot traffic refers to non-human visitors to a website or ad, generated by scripts, crawlers, or automation tools, not real users.

Why it matters:
Bot traffic can skew performance data, inflate click counts, and waste ad budgets, especially in programmatic campaigns.

Types of bots:

• Good bots (e.g., search engine crawlers)

• Malicious bots (e.g., ad click bots, scraper bots)

Best practices:

• Filter known bots in analytics

• Monitor for unusual traffic spikes

• Use tools that identify and block sophisticated invalid traffic (SIVT)