Traffic You Can’t Trust Is Breaking Your Stack
Jamie Vinkle
|Announcements | August 12, 2025
Traffic you can’t trust is breaking your stack
TL;DR
- Up to 30% of your traffic is now invalid — bots, scrapers, automation, and risky sessions.
- That noise distorts analytics, corrupts A/B tests, and creates compliance risk.
- As traffic evolves, CHEQ Manage is evolving with it — now filtering based on real-time quality.
- Enterprise teams regain control over what runs — and who it runs for — on every session
Something’s off…
Your reports look solid.
Your retargeting lists are growing.
Your test just hit statistical significance.
And yet…something still feels off.
You’re not imagining it. Traffic behavior has changed — quietly but dramatically. Bots are smarter. Sessions are more anonymized. And invalid traffic isn’t just hitting paid media anymore — it’s infiltrating the entire stack. That strange feeling? It’s not a glitch. It’s the new reality of today’s web. And it’s why we’re evolving CHEQ Manage to meet it — head on.
A new type of threat – and a new layer of control
For years, CHEQ helped enterprise teams observe and report on invalid traffic. That foundation isn’t going anywhere. But the threat has changed.
It’s moved beyond ad fraud and into the core of your stack — impacting how tags fire, how consent is tracked, how analytics are interpreted, and how vendors bill.
That’s why we’ve expanded CHEQ Manage with a new capability:
Traffic Intelligence.
This enhancement gives you the power to act — not just observe — based on the quality of each session. Because when bots and risky traffic slip through undetected, they don’t just waste media spend…
They distort your entire operation.
Where invalid traffic cause real damage
Broken Data = Broken Decisions
Bots inflate conversion rates. Scrapers pad session counts. Suspicious users throw off bounce rates and A/B test outcomes. Your analytics are trying to tell a story — but the signal is polluted.
Tags Triggering on the Wrong Traffic
Tags are the heartbeat of your stack — powering analytics, personalization, privacy enforcement, and beyond. But most setups treat every visitor the same, whether it’s a real user or a masked automation tool.
That means:
- You’re firing pixels on traffic that isn’t real
- Dirty data flows to CDPs and BI tools
- Consent signals get triggered by fake traffic
Compliance without clarity
Geo-masked bots and spoofed sessions can trigger consent flows and tag firing — even when no real user is present. That means your systems log compliance actions that never happened, making audits messy and data governance unreliable.
Introducing CHEQ Manage with traffic intelligence
Traffic Intelligence in CHEQ Manage marks the first time enterprise teams can make tag execution decisions based on real-time traffic quality. It’s the next evolution of CHEQ Manage — one designed for the modern traffic landscape.
We asked: Why are we still letting unverified sessions trigger our most critical scripts?
With Traffic Intelligence, CHEQ Manage puts that decision in your hands. You decide what runs. When. And for whom.
How it works
It all comes down to three steps:
Detect
CHEQ’s Traffic Intelligence delivers rich, real-time insights to classify every session — surfacing bots, fraud, anomalies, and risky behaviors. It’s how leading enterprises protect and maximize the value of their martech investments.
Deliver
With native tag manager integrations, you can set traffic quality conditions — just like you’d use browser or URL rules — to control what runs based on verified traffic conditions.
Decipher
Push enriched traffic context into your downstream tools (GA4, Adobe Analytics, CDPs, consent managers, session recorders) — so your stack only processes clean, high-integrity data.
Where it matters most
Let’s break down how CHEQ Manage helps different industries regain control:
Healthcare
Healthcare organizations operate under constant regulatory pressure — especially around PHI, consent, and third-party tracking.
With CHEQ Manage, teams can:
- Maintain HIPAA-aligned observability and protect patient data integrity
- Prevent unauthorized data collection that could trigger compliance violations
- Strengthen trust by eliminating hidden trackers across digital properties
Financial Services
Banks, fintechs, and insurance providers deal with fraud daily — but their marketing and privacy stacks aren’t always equipped to handle traffic-level decisions.
CHEQ Manage enables:
- Suppress tag activity for anomalous or high-risk traffic
- Reduce exposure of sensitive data to third parties
- Provide verified traffic logs for audit-readiness
eCommerce
Retailers and online sellers face growing pressure to drive performance — but bots and fake traffic distort every stage of the funnel.
With CHEQ Manage, eCommerce teams can:
- Improve return on ad spend by removing bots and invalid sessions before activation
- Stop wasting budget on retargeting traffic that never should’ve been in your audience
- Unlock cleaner analytics and more effective personalization with verified traffic
Why CHEQ Manage is different
Not all traffic solutions are created equal. CHEQ Manage stands apart with four key differentiators:
It’s Actionable, Not Just Observable
Others show you traffic quality. CHEQ lets you act on it in real time.
Native TMS Integration
Built to work natively with the Control platform — no additional deployment headaches.
Enterprise-Grade Detection
Built on data from CHEQ’s world-class Traffic Intelligence engine, which protects the world’s largest brands from fraud and abuse at every stage of the customer journey. .
One Shared Layer of Truth
Marketing, analytics, and privacy teams get aligned on what’s real and what’s risky.
The bottom line: your tags deserve better traffic
Broken pixels, inaccurate dashboards, misfiring tools — it’s not always the tech. Often, it’s the traffic.
With CHEQ Manage + Traffic Intelligence:
- You stop bad data at the source
- You align across teams using the same verified signals
- You save costs by cutting junk traffic out of session-based tools
- You stay compliant — with proof
Because clean data, reliable compliance, and better decisions all start with one thing: Traffic you can trust.
Ready to Supercharge your Martech stack??
Your stack runs better with clean traffic. Book a demo today.
