#bottraffic

Bot traffic is taking up more than half of the internet traffic. Out of which, 37% of the traffic is driven by bad bots. (Source: Imperva)

And this bot traffic is beyond just inflated activity.  

Sophisticated ad fraud techniques penetrate the funnel, impacting not just analytics but end goals like sign-up, purchase, etc.  

They can bypass basic ad fraud detection methods easily, mimicking human-like behaviour. It skews the data, further impacting decision-making, conversion rates, and retention across mobile and web campaigns. 

One of the common pain points our clients have expressed is that their number of installs doesn’t match the number of conversions. They see a high volume of installs happening, but this doesn’t convert into outcomes.  

There is not just one reason behind an unusual spike in installs. It can be bots, or something more advanced which a human eye might miss easily. In one of a recent campaign data we evaluated, we observed that a new and unusual technique is used to hide invalid traffic driving fake app installs from Android mobile versions.  

In today’s digital marketing landscape, bots impacting your campaigns, website analytics, and overall performance is becoming an enormous issue with all the organizations running any kind of advertising campaign. To put a stop on the ad fraud that is caused by bots, having bot detection tools is vital.  After all, how can you put a stop to bots if you can’t detect.  

Unfortunately, many firms struggle to detect bot traffic, and the methods they employ are not all created equal. Choosing the right bot detection tool is essential for safeguarding your marketing efforts. Here’s a comprehensive guide to help you select the best tool for your needs.

Quick question for performance marketers.

How often do you check whether your conversions are actually coming from genuine users?

Fake clicks, bot traffic, install fraud, affiliate manipulation — these issues quietly drain ad budgets while dashboards keep looking healthy.

Clean reporting starts with clean traffic.

Curious how other teams are tackling this. I found this practical breakdown worth reading:

Are you proactively analyzing the ad traffic of your campaigns?  

Is it really coming from genuine users or just being generated by bots? 

Yes, a significant portion of traffic that makes your ad campaigns seem successful could be invalid traffic. According to mFilterIt’s analysis featured in FICCI Report 2025, invalid traffic contributes to as much as 30–50% of activity across digital channels, directly distorting performance metrics and draining ad budgets. 

Every brand’s marketing program runs on one principle – more visits amount to more leads. While Google and META highly influence users’ journey but not all that stands true. The journey is simple but equally prone to the complexities of digital advertising ecosystem. This shifts the real question from how many visits your campaigns generate to where those visits are coming from or if they are leading to any conversions?

We saw this firsthand while working with one of the USA’s leading aggregator players.

As a publisher, you need to make sure that your content is up-to-date, accurate, and easy to understand by your audience and advertisers (for running campaigns). After all, your audience and advertisers are the backbone of generating revenue. Invalid Traffic (IVT) can affect your relationship with the audience as well as advertisers.

One of the common pain points our clients have expressed is that their number of installs doesn’t match the number of conversions. They see a high volume of installs happening, but this doesn’t convert into outcomes.

There is not just one reason behind an unusual spike in installs. It can be bots, or something more advanced which a human eye might miss easily. In one of a recent campaign data we evaluated, we observed that a new and unusual technique is used to hide invalid traffic driving fake app installs from Android mobile versions.