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Invalid traffic

Statistics report on invalid traffic

As online activity grows more complex, this report analyzes how invalid traffic, including bots, AI crawlers, and dark sources, are quietly reshaping digital measurement and user experience. This report offers metrics and insights from both users and professionals, highlighting some of the biggest concerns in today’s digital advertising landscape and the evolving web environment.

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Table of contents

Overview

8
  • Premium Statistic Global sources of online traffic Q4 2024, by channel
  • Premium Statistic YoY global online traffic change Q4 2024, by segment
  • Premium Statistic Conversion rate of websites by device and visitor type 2024
  • Premium Statistic Programmatic advertising invalid traffic rate worldwide 2024, by country
  • Premium Statistic Programmatic advertising invalid traffic rate worldwide 2024, by platform
  • Premium Statistic Fake traffic share worldwide 2022-2023
  • Premium Statistic Global fake traffic threat share 2023, by type
  • Premium Statistic Global fake traffic 2023, by source

Dark traffic

6
  • Premium Statistic Number of undetected adblock users worldwide 2019-2025
  • Premium Statistic Reasons for using brutal adblockers worldwide 2025
  • Premium Statistic Users of brutal ad blockers worldwide 2025, by age
  • Premium Statistic Users of brutal ad blockers worldwide 2025, by gender
  • Premium Statistic Dark traffic 2025, by selected category
  • Premium Statistic Dark traffic worldwide 2025, by blocked functionality

Bot traffic

5
  • Premium Statistic Global share of bot traffic 2024, by country
  • Basic Statistic Global share of human and bot web traffic 2013-2024
  • Basic Statistic Global share of human and bot web traffic 2024, by industry
  • Basic Statistic Sophistication level of bad bots 2020-2024
  • Basic Statistic Sophistication level of bad bots 2024, by industry

AI traffic

7
  • Premium Statistic Use of AI agents over apps or websites by the general public worldwide 2025-2050
  • Premium Statistic AI agent traffic distribution worldwide Q4 2024
  • Premium Statistic AI interfaces vs. Google SERP traffic referral rates Q4 2024
  • Basic Statistic Global share of bot attacks by AI agents 2024
  • Basic Statistic Monthly referral traffic growth from top AI search engines 2024-2025
  • Basic Statistic Most referred domains from SearchGPT 2024-2025
  • Premium Statistic Most referred domain categories from SearchGPT 2024-2025

Impact on digital advertising

8
  • Premium Statistic Leading metrics used to measure SEO performance worldwide 2025
  • Premium Statistic Leading disruptors of SEO performance worldwide 2024
  • Premium Statistic Reasons for a shift in SEO worldwide 2024
  • Premium Statistic Ad spend losses due to ad fraud & invalid traffic (IVT) worldwide 2024
  • Premium Statistic In-app ad fraud in worldwide 2024, by country
  • Premium Statistic In-app ad fraud rates worldwide 2024, by OS
  • Premium Statistic Digital channels seen as most vulnerable to ad fraud in the U.S. 2024
  • Premium Statistic Entities responsible for ad fraud mitigation in the U.S. 2024
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