02/14/2026
Still using “Users” to measure marketing success?
Not every website visitor is a person...
Depending on the source, 20–25% (or more) of web traffic is non-human, such as bots, crawlers, agents, and scraping tools.
Not all of it is bad, search engines rely on bots to index your content, and while GA4 automatically filters known bots, it doesn't catch everything.
If you’re a business owner try to measure what actually matters.
• Measure traffic within your effective service area
• Watch growth by meaningful referral sources
• Filter ultra-low engagement visits (
