2026年全球无效流量报告

Table of Contents Introduction & Executive OverviewMethodologyInvalid Ad Traffic - Industry ImpactInvalid Ad Traffic - Ad Platform OverviewInvalid Ad Traffic - Google Channel BreakdownLead Generation, Spam Leads, & Invalid TrafficBreakdown of Invalid Traffic by CountryAffiliate Fraud - IVT as a Leading IndicatorPredictions for 2026 - The Agentic AI PerspectiveThe Path Forward - Clarity, Control and Real IntentBibliography3571114202225282931 Bots and automated systems can click ads,trigger campaigns, and even complete basicconversion actions (e.g. form fills) - but theseinteractions don’t translate into revenue. They canalso drain daily budgets early, slowing momentumduring peak performance windows and preventingreal customers from seeing your ads when theymatter most. Every marketer knows wasted spend ispart of the game. But few realize just howmuch of it comes from traffic that wasnever real in the first place. 2. Distorted reporting & campaign optimizationWhen analytics platforms register fake users asreal ones, every downstream metric becomespolluted. If 1,000 landing page visits include 85bots, then the subsequent conversion rates,engagement signals, and attribution models areall built on false assumptions. Campaigns areoptimised against muddied performance data,causing more budget to be funneled intocampaigns polluted with high levels of invalidactivity. Invalid traffic (IVT) refers to any click, conversion,or website data event that doesn't stem from agenuine user with real intent. It includes botactivity, fraudulent engagement, automatedscraping, and accidental clicks. And while notalways malicious, it's always wasteful. Itrepresents one of performance marketing's mostpersistent, yet least visible, drains on ROI. Introduction &Executive Overview 8.51% Average invalid trafficrate across all channels Across our analysis of billions of ad clicks, wefound the average invalid traffic rate across allchannels combined to be 8.51%, a figure thatshould make any performance marketer pause. 3. Missed revenue opportunities The return on ad spend for an invalid click isalways 0:1, which further stifles business growth.Even based on a conservative average ROAS of3:1, this means every dollar lost to invalid trafficresults in $3 of lost revenue opportunity. Addedup over the course of a quarter or year, this oftenbecomes incredibly costly. With total global digital ad spend expected toexceed $740 billion dollars in 2025¹, an overallaverage IVT rate of 8.51% means that $63 billiondollars were lost to invalid traffic. And we expectthat figure to increase significantly in 2026 withthe rise of AI agents and more sophisticated bottraffic. 4. Wasted time and operational cost For lead-gen businesses, the impact of invalidtraffic goes far beyond the click. Bots and low-quality sources often submit fake forms or triggerCRM workflows. Sales teams chase leads thatwere never real, SDR queues clog with junk, andpipeline velocity slows. This wasted timecompounds into lost productivity, inaccurateforecasting, and reduced sales efficiency. Invalid traffic creates four critical problems: Nick MorleyCEO, Lunio 1. Wasted ad spend Invalid traffic consumes budget without drivingbusiness outcomes. was lost to invalid ad traffic in 2025$63 billion Discussing the growing prevalence of obvious botactivity online, one user commented the followingin a Y Combinator forum thread: Tech Giants Aren'tIncentivized to Solvethe Bot Problem Bots are getting creepilygood at mimickingengagement. I wrote up myfindings, including some ofthe bizarre patterns I sawand the off-the-recordconversations I had with adtech insiders. It seems likea massive, open secret thatnobody wants to talk aboutbecause the whole systemis propped up by it. Ad platforms do filter invalid traffic. They tendto catch the easy stuff: duplicate clicks, basicbot patterns, and clear publisher malpractice.Some platforms issue limited refunds whenfraud is undeniable, but beyond that, theirdetection systems fall short. Sophisticatedinvalid traffic and coordinated schemes stillslip through at scale, with these interactionsreaching your site, completing forms,triggering marketing automation, and distortingyour understanding of campaign performance. Performance marketers need visibility andadditional safeguards to protect theirinvestments. Those who act proactively willunlock missed revenue, make decisions basedon cleaner data, and ensure they don’tcontinue to pay a stealth tax on their digital adspend. That’s why we’ve created this report. Our goalis to give marketers a clear view of the scaleand patterns of invalid traffic across channels,industries, and regions - using real, campaigndata. By showing what’s really happeningbeneath the surface, we hope to help youmake smarter investment decisions, challengeunreliable platform signals, and recoverperformance that’s currently being lost to botactivity and outright fraud. The challenge is intensifying. AI-powered botsc