52.6% of 854,981 visits: flagged as suspicious.

After 18 months of operation, our own performance-marketing group had a tracking archive of 854,981 visits across iGaming and performance marketing. The question most advertisers never ask: how much of that traffic is real?

Paid traffic attracts what paid traffic always attracts — proxies, bots, and telco monitors that click but never convert. Without a systematic audit, you pay for all of them, month after month, and you optimize on top of noise.

We ran the entire archive through a forensic pass in our tracking platform (Voluum): every visit classified on proxy, bot, and monitor signals, then checked against whether it ever converted.

The result was uncomfortably clear. 52.6% of the 854,981 visits were flagged as suspicious. Proxy and bot traffic alone accounted for roughly 547,000 visits, converting at close to zero.

Then we cleaned up through the API, not by hand. 338 campaigns with not a single conversion were archived programmatically, with 0 failures and a full rollback list for every change. The account came down to around 38 live campaigns. The rest was noise we stopped paying for.