How Bot Clicks Distort Metrics

Adestra + Omnivery

The uncomfortable truth about your email metrics

If your click rates look strong, but conversions don’t follow, you’re not alone. What you’re seeing isn’t always engagement. It’s bot activity.

Automated security systems now scan and click links in your emails before a human ever sees them – inflating engagement metrics, distorting reporting, and triggering workflows on false signals.

The result?

• Campaigns that look better than they really are
• Decisions made on unreliable data
• Automation journeys triggered by activity that never happened

And in a world where every send matters, that’s a problem.

What you’ll learn 

• What bot clicks actually are – and why they’re increasing
• How bot activity distorts your metrics and decision-making  
• Why this matters more in 2026