X reported a significant increase in traffic over Super Bowl weekend, but most of that traffic was allegedly fake.
The social media giant claimed that impressions, user posts and video views were up 31%, 41% and 75% year-over-year, respectively.
However, 75.85% of X’s traffic to its advertising clients’ websites was identified as fake in a new report by cybersecurity firm CHEQ.
Why we care If three out of four clicks on your X ads are generated by bots, you’re essentially paying for clicks that won’t contribute to any conversions. This type of fake traffic not only affects your budget but also complicates the optimization of your campaigns, as it makes it difficult to clearly understand your real audience.
Report details. CHEQ collected data for this report from 144,000 visits to its clients’ websites through X ads during Super Bowl weekend, from Friday, February 9 through the end of Super Bowl Sunday, the 11 of February Although the data is not scientifically displayed and represents a small portion of the overall relevant data for CHEQ’s 15,000 customers, a significant trend stands out.
What CHEQ says. CONSULT said founder and CEO Guy Tytunovich Mashable:
“I’ve never seen anything even remotely close to 50 percent, let alone 76 percent. I’m amazed… I’ve never, never, never, never seen anything even remotely close.” “We have always been the conservatives. We protect a lot of our clients on Google Ads, YouTube and even TikTok, which I’m not a fan of, and we’ve always said that 50 percent [being fake] it’s a bit opportunistic.” “I almost decided not to go out [and publish the X bot data] because we’ve never seen anything like it.”
What is CHEQ? CHEQ is a cyber security company, dedicated to preventing ad fraud. It provides solutions to block fake traffic, redirect spend to genuine human users and ensure bots and fake users are removed from your audience segments.
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deep dive Read X announcement in full to learn more about traffic spikes reported during the Super Bowl.
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