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    New Report Finds That X May Be Inflating its Ad Performance Results

    New Report Finds That X May Be Inflating its Ad Performance Results

    New Report Finds That X May Be Inflating its Ad Performance Results

    A recent report suggests that X might be artificially inflating its advertising performance metrics. There’s been a perplexing anomaly in X’s web traffic data, particularly evident in a significant spike in web referrals reported by SEMRush in April last year. Despite attempts to rationalize this surge, such as attributing it to changes in API access or platform restrictions, the reasons remain unclear. Additionally, another notable traffic spike was observed on “www.x.com” recently.

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    Further investigation revealed that a substantial portion of referral traffic driven by X ads during the Super Bowl weekend might be from suspicious sources, according to data from ad measurement provider CHEQ. This suggests a potential issue with fake or spam traffic artificially boosting X’s reach metrics to attract more ad spending. However, the accuracy of these findings is somewhat anecdotal, limited to CHEQ’s client list.

    The situation raises questions about the integrity of X’s user base, especially given Elon Musk’s previous assertions regarding bot activity on the platform during his attempted acquisition of X. While Musk claimed a significant proportion of X’s user base could be bots, subsequent statements and actions by him seem contradictory.

    Third-party ad verification partners like Integral Ad Science and DoubleVerify primarily focus on brand safety and ad placement rather than audience authentication, potentially limiting their ability to detect and confirm bot traffic. Thus, conclusive evidence regarding X’s potential manipulation of metrics remains elusive.

    Ultimately, advertisers are advised to scrutinize their own performance data on X and remain vigilant for discrepancies that could indicate bot-driven engagement. While individual experiences with X may vary, monitoring performance metrics closely is prudent.

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