With AI crawlers and agents hitting websites constantly, how much of what analytics calls “direct traffic” is even human anymore?

If bots are getting counted as visits, conversion rates automatically look worse. And then decisions about landing pages, content, ad spend etc. are being made from numbers with a messed up denominator.

Blocking bots doesn't really solve it either. Some are obviously junk, but others are search crawlers, monitoring tools or AI agents that might actually send users your way.

Feels like analytics needs to get much better at telling why something is accessing a site, not just whether it looks like a bot.

Anyone seeing this noticeably mess with their analytics yet?