How to Identify Bot Traffic in Google Analytics

7 minute read

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In today's digital world, the presence of bots on websites is a growing concern for webmasters. Bots can affect website traffic, skew metrics, and cause other damage. As a webmaster, it's essential to identify bot traffic and take proactive measures to minimize or block it. In this article, we'll show you how to use Google Analytics to identify bot traffic on your website and take appropriate measures to block it.

Understanding Bot Traffic

Before we dive into identifying bot traffic in Google Analytics, let's first establish what bot traffic is and why it is a concern.

Bot traffic refers to the traffic generated by automated programs or bots that visit websites. These bots are designed to crawl websites and gather data for a variety of purposes. Some of the most common reasons for bots to visit websites include:

  • Search engines' indexing: Search engines use bots to crawl websites and gather information about the content of those sites. This information is then used to index the site in the search engine's database.
  • Competitive intelligence gathering: Some bots are used by businesses to gather information about their competitors' websites, such as their pricing, product offerings, and marketing strategies.
  • Website monitoring: Bots can be used to monitor websites for changes or updates, such as when a new product is added to an ecommerce site.

While bot traffic can be useful for these purposes, it can also cause a variety of problems on websites. High bot traffic can increase server load, bandwidth usage, and skew analytics metrics. Additionally, some bots can engage in malicious activities such as spamming, scraping content, or even launching brute-force attacks on websites.

It's important for website owners to be able to identify and distinguish bot traffic from human traffic in order to properly manage their website's resources and ensure the safety and security of their site. In the next section, we'll discuss how to identify bot traffic in Google Analytics.

Setting Up Google Analytics for Bot Detection

Before we can identify bot traffic in Google Analytics, we need to set up our view to filter out bots explicitly, as Google Analytics will capture bot traffic alongside human traffic by default.

Bot traffic can significantly skew website traffic data, making it difficult to analyze and make informed decisions. Therefore, it's crucial to filter out bot traffic to get accurate insights into your website's performance.

Creating a New View for Bot Filtering

The best way to filter out bot traffic is to create a new view within Google Analytics. This will allow you to capture all traffic coming to your website without bots. To create a new view, navigate to the Admin section of Google Analytics and select the website you want to filter. Then, select the "View" column and click on "Create View" to set up a new view specifically for bot filtering.

It's essential to create a new view instead of filtering bots in the current view as it will help you retain the original data without any changes. This way, you can always refer to the unfiltered view if needed.

Enabling Bot Filtering in Google Analytics

Once you have created a new view, you can enable bot filtering in your Google Analytics account. To do this, navigate to the View Settings area of your new view and scroll down to the "Bot Filtering" section. There, you can enable the option to "Exclude all hits from known bots and spiders" to ensure that bot traffic is not captured in your new view.

Google Analytics uses a pre-defined list of bots and spiders to filter out bot traffic. However, keep in mind that this list may not include all bots and spiders that visit your website. Therefore, it's essential to monitor your website's traffic regularly to ensure that all bot traffic is filtered out correctly.

Once you have enabled bot filtering, you can analyze your website's traffic data without any interference from bot traffic. This will provide you with accurate insights into your website's performance, allowing you to make informed decisions to improve your website's user experience and drive more traffic.

Identifying Common Bot Traffic Patterns

Although bot traffic patterns can vary, there are some common characteristics of bot traffic that we can use to identify it.

Unusually High Bounce Rates

Bots typically act differently from human visitors, often leading to a higher bounce rate. For example, bots can visit a single page and leave immediately without interacting with other pages.

Short Average Session Duration

Bots often spend less time on websites than human visitors. Thus, a short average session duration can indicate bot traffic.

Suspicious User Agents and IP Addresses

Bots often use user agents and IP addresses that are unusual or unfamiliar. Therefore, monitoring user agents and IP addresses can help identify bot traffic on your website.

Using Google Analytics Reports to Detect Bots

Google Analytics provides several reports to help detect bot traffic on your website. Let's go over a few of them:

Audience Overview Report

The Audience Overview report displays the general statistics of all website visitors. High bounce rates and short session durations can indicate the presence of bot traffic on your website.

Acquisition Channels Report

The Acquisition Channels report displays the channels from which visitors arrived on your website, such as referral links or search engines. Bot traffic often appears under unusual channels, like "Direct" or "Social."

Referral Traffic Report

The Referral Traffic report shows traffic that arrives on your website via a third-party link. Bots often exploit this feature by creating fake referral links pointing to websites.

Advanced Techniques for Bot Detection

If you want to take your bot detection capabilities beyond the basic strategies, consider using advanced techniques.

Custom Segments for Bot Traffic

You can create custom segments within Google Analytics to filter out bot traffic. These segments can leverage metrics like bounce rate and session duration while also filtering out user agents and IP addresses that are commonly associated with bots.

Regular Expressions for Filtering Bots

Regular expressions are powerful patterns that help identify and filter out bot traffic. By using regular expressions, you can filter out bots that have user agents and IP addresses that match a specific pattern, allowing you to block a significant portion of bot traffic.

Identifying and Blocking Bad Bots

If you've exhausted all known techniques to detect bots and are still experiencing issues, consider using advanced techniques to identify and block bad bots. Services like Cloudflare and Akamai can help identify and block bots from accessing your website.


Bot traffic is a growing concern for webmasters, but with the right knowledge and tools, it's possible to detect and block bot traffic on your website. Google Analytics is an excellent tool that can assist you with identifying bot traffic patterns and implementing the appropriate filters to prevent bot traffic from skewing your analytics metrics and harming your website's performance.

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