Netotraffic Research collects the latest verified statistics on website traffic, bots, advertising costs, conversion and search into ten free reports. Every number links to the original source, and every calculation of our own shows its formula. Start with the question you care about below, or jump straight to a report.
Key findings across all ten reports (2026)
How much web and ad traffic is fake?
Bots made up 53% of all web traffic in 2025, and bad bots 40%, so about 3 in 4 bots are malicious (Netotraffic analysis). In advertising, 5.58% of paid ad clicks were fraudulent in the first half of 2026, and ad fraud is projected to cost $172B by 2028, up from $84B in 2023.
How much does website traffic cost?
Google search ads cost an average of $5.42 per click, against $0.60 per click on Facebook traffic campaigns. Display ads average $3.43 per click (Netotraffic analysis), and the global native advertising market is estimated at $149.1B in 2026.
What is a good conversion rate?
The median landing page converts at 6.6% across industries, while the median ecommerce store converts at 1.4%. The median GA4 engagement rate is 51% across 546 websites.
Who visits websites, and on what device?
Mobile phones brought 59% of worldwide web traffic in September 2026, although the US is almost evenly split at 49.1% mobile and 48.47% desktop. About 6.04B people (73.2% of the world) use the internet, and 2.2B are still offline.
How is AI search changing clicks?
68% of Google searches ended without a click in January to April 2026, and the click-through rate of the #1 result falls 52% when an AI Overview appears. AI chatbots send only about 1% of website traffic.
Want to test these benchmarks on your own site?
Netotraffic runs paid native-ad campaigns that deliver real visitors you can filter in GA4 with your own UTM tags. We sell traffic, not a Google ranking service. See all traffic plans.
Methodology and how to cite us
Each report follows the same process. We collect statistics from the last two years, open every figure on its original source page, and drop anything that appears only second-hand, conflicts between sources or has no date. Where vendors disagree we show a range, not a single trend. Calculations marked “Netotraffic analysis” are our own and show the formula used. All ten reports were checked on October 7, 2026, and we update them every October.
Netotraffic sells paid native-ad traffic. That does not change the numbers: each statistic comes from a third-party source linked in its report.
If you use these statistics, please link to this page and mention Netotraffic.
Spotted an outdated or wrong figure? Tell us through the contact page and we will check it against the original source.