If your Google Analytics data has started showing sudden spikes in traffic with little to no engagement, there’s a good chance you’re not looking at real users. We’ve been seeing a consistent pattern across multiple websites: traffic from unexpected regions, identical device data, and behaviour that simply doesn’t align with how people browse. Instead of genuine visitors, this points to automated bots and large-scale crawling activity — often linked to data scraping and AI processes. It’s a growing issue, and it means one thing: more traffic doesn’t always mean better performance. Without proper filtering and analysis, your data could be telling the wrong story.

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