How AI Agents and Bots Are Breaking Your Web Analytics—and What To Do About It
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About this event
Agentic browsers and AI bots are quietly reshaping how traffic flows across the web—and breaking your analytics in the process. According to HUMAN Security, agentic browsing traffic surged 6,900% between 2024 and 2025, fueled by tools like Perplexity Comet and ChatGPT Atlas. The result? A growing share of pageviews, clicks, and conversions that aren’t coming from people—and aren’t being flagged by traditional analytics tools.
In this session, we’ll unpack how AI agents distort metrics like bounce rate, CTR, and conversion funnels, and why legacy bot detection methods fall short. We’ll also show how Snowplow is tackling this challenge with a dual-layered approach: combining CDN-level server-side signals with client-side fingerprinting and behavioral pattern analysis.
You’ll walk away with a framework to distinguish human from synthetic sessions, normalize inconsistent AI attribution, and uncover where agentic traffic is helping—or hurting—your site’s performance. It's about regaining visibility, restoring trust in your data, and adapting your web strategy to an AI-browsing future.
What You'll Learn:
1️⃣ Understand agentic traffic distortion: Learn how AI browsers and bots impact core engagement metrics—and why you likely aren’t seeing it.
2️⃣ Detect invisible AI traffic: See how behavioral analysis and hybrid event collection expose agent takeovers without false positives.
3️⃣ Normalize attribution across sessions: Identify where AI platforms are routing users and distinguish between synthetic influence and genuine engagement.
4️⃣ Plan for an agent-first future: Learn how to adapt optimization and content strategies for hybrid audiences: humans, bots, and everything in between.
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