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20%-50% of Car Dealer Website Traffic May Not Be Human

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20%-50% of Car Dealer Website Traffic May Not Be Human

by automotiveinternetmedia | March 24, 2025 | Website Traffic, Automotive Industry

Non-Human Traffic

In the digital age, car dealerships face unique challenges. One of these is the issue of non-human web traffic. Studies suggest that 20%-50% of car dealer website traffic may not be human. This includes bots, crawlers, and fraudulent clicks, which can distort analytics data. Digital ad fraud is a significant concern. It can lead to wasted advertising budgets and ineffective campaigns.

Automotive Internet Media has analyzed non-human traffic across hundreds of automotive websites. Through our findings we help dealers optimize their online advertising strategies and target potential customers more effectively.

What is Non-Human Web Traffic?

Non-human web traffic is visitors to a website that are not human; these are frequently “bots” that load web pages, crawl pages, scrape pages, and falsely load ads. Not all of this non-human traffic is malicious – crawlers and search engine bots are good bots.

Non-human traffic can mimic human behavior, inflating website traffic numbers. This skews the analytics data that dealers rely on.

Recognizing the Signs of Non-Human Traffic

What are the indicators that website traffic is non-human? The following can point to traffic being non-human:

  • High Bounce Rate
  • Low Average Session Duration
  • Abnormally High Click Through Rates
  • Unusual Traffic Spikes
  • Unusual Geo Locations

Monitoring and Optimization: Ensuring Traffic Quality

Better quality media will have less non-human traffic and thus provide better outcomes. Monitoring campaigns and optimizing them to minimize non-human traffic is an integral part of what your agency and any paid media vendors should be doing. Eliminating poor traffic sources and placements will maximize the amount you are spending on driving real consumers to your website. Less non-human traffic means less advertising waste!

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About Automotive Internet Media

Automotive Internet Media, AIM, is a leader in digital marketing and technology, headquartered in Hinsdale, Illinois. Our team specializes in media buying and campaign optimization for automotive dealerships across the United States.

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How Millennials and Social Media Platforms are Taking Over the Auto Industry

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It is no secret that in the digital world we live in today social media is taking over many industries. Pretty much everything you can think of buying can be bought online-even cars. Millennials are shifting the auto industry and taking over by social media platforms and for you, that means it might be time to shift.

Integrating online shopping experiences is a critical piece to your traditional marketing, especially in this digital world today. Most purchasing decisions are being made online; but what research has found is that having a website is not enough. Social media is a necessity to help grow sales in the auto industry especially.

About Social Clicks

For those needing an extra boost in the social media area, Social Clicks is right for you. This product delivers scalable inventory based social media campaigns to your direct target audience. Social Clicks will get your business ahead in the social media field and drive traffic to your door.

Benefits of Social Clicks

Increasing your traffic and visibility: Everyone needs more eyes on their inventory and traffic to your website or dealership. With this product, you will get relevant and new auto shoppers to your inventory which will ultimately increase your sales volume.

Advanced targeting: Because of the specific targeting that can be done, you can attract consumers who have an interest in what you are showing them. This is a huge benefit to dealerships on social media.

Increase Engagement and Conversion: Every inventory marketing opportunity on a social media platform is an opportunity for customers to convert. Our style of inventory marketing grabs the customers attention right away and helps guide them through the entirety of the shopping experience.

Stretch your marketing budget: Advertising on social media is not as expensive as other forms of advertising out there. It allows us to track results, laser-target auto shoppers, and use the data to help guide your decisions.

All while conquering the digital world, you will be saving money and stretching your marketing budget. Social media advertising is less expensive than most other digital advertising tactics. It will only get harder and harder for the automotive industry without integrating the buying power of millennials. It’s no question that millennials spend a majority of their time browsing social media and different social channels and because of this they need to be engaged more and more as they go through the buying experience.

CarClicks Integrates Autobytel Direct, Powered by AutoWeb, to Traffic Network

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Considered as one of the most efficient digital advertising and linking programs in the auto industry, CarClicks has partnered with Autobytel Inc., to integrate its Autobytel Direct product powered by AutoWeb’s high-quality traffic to CarClicks’ existing automotive network.
CarClicks, a product of Automotive Internet Media, Inc. (AIM), provides valuable auto shopper traffic to hundreds of dealerships across the country. CarClicks promotes dealership inventory online to in-market auto shoppers and links them directly to the vehicle display pages of the dealership website to help dealers sell more cars, trucks, and SUVs.
“Online automotive has evolved and the need for digital agencies to provide innovative, results-driven solutions has never been more critical,” said Jeff Coats, president and CEO of Autobytel Inc. “Autobytel is in pole position to deliver these products with proven results for engaging millions of consumers and driving quality car buying traffic to dealer and manufacturer websites. We are pleased to be partnering with a progressive company like AIM to drive premium, filtered, and qualified traffic to its clients.”
CarClicks conducted an initial test with a select number of dealerships to validate the quality of the traffic provided by the Autobytel product.
“We tested Autobytel Direct with a few of our dealerships and were delighted with the quality of traffic it provided,” said Tony French, President of AIM. “Our CarClicks program is dedicated to driving only the highest quality traffic to our dealer clients and Autobytel is an excellent addition to our network.”
The majority of traffic provided by Autobytel is new vehicle focused. With ongoing cost-per-click increases from other digital tactics, dealers are continuously looking for quality advertising sources. With the addition of this traffic, CarClicks is poised to showcase dealership inventory and brands in front of an even larger audience of car buyers.
“Adding another quality new vehicle traffic source only strengthens the overall value of the CarClicks program,” continued French. “Any time we can provide a better mix of potential new and pre-owned buyers to our dealer websites is a win for our clients.”
CarClicks will add high-quality Autobytel Direct traffic to all of its dealership clients’ initiatives to boost the frequency of visitors to its website properties. The company is confident that by giving more exposure and merchandising to all of its dealership clients’ inventory — both new and used — its clients will likely be a part of a shopper’s consideration set.
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About Autobytel Inc.
Autobytel Inc. provides high quality consumer leads and associated marketing services to automotive dealers and manufacturers throughout the United States. The company also provides consumers with robust and original online automotive content to help them make informed car-buying decisions. The company pioneered the automotive Internet in 1995 with its flagship website www.autobytel.com and has since helped tens of millions of automotive consumers research vehicles; connected thousands of dealers nationwide with motivated car buyers; and helped every major automaker market its brand online.
Investors and other interested parties can receive Autobytel news releases and invitations to special events by accessing the online registration form at investor.autobytel.com/alerts.cfm.
About CarClicks
CarClicks is a pay for performance inventory marketing program. CarClicks promotes dealerships’ inventory with priority on a network of 3rd party automotive shopping sites and search engines. Dealers pay a small fee when an auto shopper is linked from the 3rd party site to the dealership website.
About Automotive Internet Media, Inc.
Automotive Internet Media is a growing provider of digital marketing products and services for the automotive industry. They provide best-in-class products and services such as CarClicks, dealership websites, search engine marketing, pay per click advertising, search engine optimization (SEO), social media management, retargeting and display advertising, video services, lead generation, email marketing and consulting. Automotive Internet Media is headquartered in downtown La Grange, Illinois. For additional information please visit www.automotiveinternetmedia.com.

Why It Is Important to Drive Traffic to Your Own Website

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There are many tools on the Internet to provide visibility for your dealership, but the key outlet is your website. Therefore, driving traffic to it is very important. No visitors mean no sales from that channel. And with so many people using the Internet every day you could be missing out on countless potential buyers.

Visitors directed to your own site, rather than another website you are listed on, are more valuable. These people have the opportunity to look through multiple pages, submit their information, or click-to-chat with a salesperson. Once you get their information, you can market to them long term either through retargeting ads or directly via email or phone call, raising the probability of closing a sale.

One great way to direct a large quantity of targeted traffic is through the CarClicks program. CarClicks drives traffic from various portal sites directly to your inventory. Generally, 75% or more sessions through the system are new shoppers, or customers who have never been to your site before. This gives you the opportunity to market to many new potential customers using the tools on your own site.

So, if you’ve spent a lot of time and money on your website and are thinking “what’s next?” – driving valuable traffic is the answer. One great way to do that for dealers is with CarClicks. To learn more about the CarClicks program and Automotive Internet Media, contact us today.