<b>SOP 22: The Traffic Quality Triage</b>

<b>SOP 22: The Traffic Quality Triage</b>

Volume lies. Run these five filters on the seller's GA4 before you value a single visit.

— Channel mix: organic + direct should carry the site. PASS = paid/social under 25%. FAIL = traffic dies when ad spend stops.
— Geo concentration: PASS = no single low-monetizing country over 60% of sessions. FAIL = probably bought traffic.
— Engagement rate by landing page: PASS = top pages above 50%. FAIL = bot or incentivized clicks.
— New vs returning: PASS = some returning base exists. FAIL = zero loyalty, zero moat.
— Referral spam: PASS = top referrers are real sites you can open. FAIL = spammy domains inflating numbers.

Value the site on the clean traffic that survives all five filters, not the headline number.

Save this — run it every deal.