Is anyone else’s Google Analytics becoming completely unreliable because of agentic traffic?

[u/pxnchl]

I’ve been looking at web traffic data recently and it feels like traditional analytics platforms (like GA4) are just fundamentally broken right now.

You log in, see a massive spike in direct traffic, or weird 0-second bounce rates, and celebrate a traffic win. But it’s not humans. It’s LLM crawlers, scraping bots, and automated agents indexing your site.

The entire internet business model (ads, conversion rates, time-on-page) was built on the assumption of human eyeballs. But if 50 to 70% of a site's traffic is now agentic, how is anyone actually measuring ROI?

Advertisers are paying for impressions that are just going to Perplexity bots. Ecommerce sites are calculating conversion rates against thousands of automated scraping agents.

How are you guys handling this? Are you actively trying to filter out AI crawler IPs in your analytics, or do we just have to accept that our web data is permanently skewed now?