X Appears to Be Sending Fake Traffic: What’s Happening?

X appears to be sending fake traffic across the web after a new iOS link experiment. Websites like Substack and Bluesky reported sudden spikes in traffic that don’t reflect real human visits. The platform now preloads content in the background, making it look like users clicked links even before they interact with the page. This change is creating confusion for advertisers and publishers trying to measure genuine engagement.

How X’s Link Preloading Inflates Metrics

The fake traffic issue stems from X’s in-app browser behavior. Instead of opening links normally, X preloads pages, which increases click counts and page views artificially. Nick Eubanks of Semrush explains that this product experiment distorts analytics, making it harder to separate real traffic from automated or preloaded visits. Creators may see engagement appear higher than it truly is, while advertisers risk overpaying for inflated impressions.

Who Is Affected by X’s Fake Traffic?

Websites and content creators relying on accurate analytics are most impacted. Substack CEO Chris Best noted that early traffic boosts seemed impressive but were mostly fake. Bluesky also noticed unusual traffic patterns. Advertisers, publishers, and SEO teams may need to adjust their strategies to account for these artificial metrics and avoid misinterpreting campaign performance.

Can X Fix the Fake Traffic Problem?

For now, there’s no official solution from X. Monitoring analytics closely and using third-party verification tools can help creators and advertisers distinguish real human engagement from preloaded traffic. The issue highlights the risks of platform experiments that prioritize engagement features over accurate reporting. Awareness and caution remain key while X continues testing new link behaviors.