If you’re considering buying a website, spotting fake traffic on websites isn’t just due diligence — it’s self-protection. Inflated numbers can skew everything from site valuation to ad revenue potential, and if you’re not careful, you might end up paying a premium for visitors who just aren’t there.

Here’s how to tell when traffic stats are too good to be true, and what to look for before closing a deal.

Look for Common Red Flags of Fake Traffic on Websites

Start by scanning the overall traffic graph. Sudden spikes, dramatic dips, or traffic that comes out of nowhere should raise questions. While seasonality or viral content can explain temporary surges, consistent traffic should generally show a natural, steady rhythm.

You’ll want to examine traffic by source, too. If 80% of the traffic is direct or referral from low-quality sites, that’s worth a closer look. Real users tend to come from a mix of search, social, direct, and referral.

Keep these common red flags in site traffic patterns on your radar:

• Traffic surges without corresponding content updates or promotions.
• A high percentage of users from unfamiliar or low-quality referral domains.
• Traffic that drops sharply after a specific month or marketing event.
• An unusually high bounce rate paired with ultra-low session durations.

Of course, fake traffic isn’t always the culprit in these cases. But if you notice a trend, it may be worth a second glance.

Use Google Analytics to Spot Bot Traffic Signs

If you have access to the seller’s analytics, Google Analytics can help you dig deeper into how visitors behave on the site. One of the clearest ways to detect fake traffic on websites is by checking for bot-like activity.

Bot traffic signs in Google Analytics often show up in these ways:

• Extremely low average session duration—often under 10 seconds.
• 100% new visitors from a single location or referral source.
• Bounce rates that are either too high (close to 100%) or oddly low (under 10%).
• Unusual traffic from countries that don’t match the website’s content or market.
  

Use segments to filter by source or behavior, and look for patterns that suggest non-human activity.

Compare Rankings with Traffic Claims

If a seller claims their site attracts 100,000 monthly visitors, it should show up in search visibility. Use tools like Ahrefs, SEMrush, or Ubersuggest to get a sense of the site’s organic rankings. If there’s no keyword footprint or very low-ranking keywords with sky-high traffic, that’s a mismatch.

Buying websites with inflated traffic often means someone is pumping artificial visits through bots, cheap traffic networks, or even traffic exchange schemes. These won’t convert and are highly unlikely to hold long-term value.

Ask for Third-Party Verification Where Possible

While it’s not always available, third-party data can help you verify claims. Platforms like SimilarWeb or Serpstat can offer estimated traffic volumes and sources. They’re not perfect, but when used alongside Google Analytics, they can offer helpful context.

Also, don’t be afraid to ask for screen-shared walkthroughs. A live review of analytics with the seller can reveal a lot, especially if they hesitate or avoid direct questions about traffic quality.

Trust Matters — So Does the Marketplace

Even the savviest buyer can miss the subtle signs of fake traffic on websites. That’s why the marketplace you buy from makes a difference. Motion Invest, for example, thoroughly vets the websites we list.

 Every site goes through a due diligence process that includes reviewing traffic sources, analytics access, and earnings verification, so you’re not buying blind. You can always learn more about our buying process before checking out our website marketplace today.

After all, real value comes from real visitors. If you’re serious about buying a site that performs, make sure the numbers back it up.