SOP #54 — The Traffic Quality Audit

SOP #54 — The Traffic Quality Audit

Volume lies; quality doesn't. Run this before you value traffic at all.

1. Segment by source in analytics. Fail if direct traffic exceeds 40% without a brand explanation — possible bots.
2. Check geography against the offer's monetization. Fail if revenue regions are a small slice of sessions.
3. Review bounce rate and average engagement time. Fail on sub-10-second sessions at scale.
4. Pull top 20 landing pages. Fail if one page is 60%+ of traffic — fragility risk.
5. Check for sudden referral spikes from unknown domains. Fail on purchased-traffic signatures.
6. Compare device split to the niche norm. Flag anomalies that suggest fake traffic.

Save this — run it every deal.