Adobe Analytics Business Practitioner Practice Exam

When observing a spike in page views without a corresponding increase in unique visitors or visits, which hypotheses should be explored?

1. Organic traffic increased.

2. Bot traffic may have been present during this period.

3. The visitors started consuming less content.

4. All views resulted from unique page loads.

The correct answer is: Bot traffic may have been present during this period.

The hypothesis suggesting that bot traffic may have been present during the observed period provides a plausible explanation for the spike in page views without a corresponding increase in unique visitors or visits. Bots can generate numerous page views by crawling and indexing web pages without contributing to genuine user engagement metrics, such as unique visitors. This situation leads to an inflated page view count that does not align with the metrics for human traffic. In instances of unusual spikes in page views, especially without a rise in unique visitors, it's essential to investigate the potential for automated traffic. Analyzing server logs or implementing validation measures can help differentiate organic user activity from bot-induced traffic, allowing businesses to understand the true dynamics of their web traffic. Other hypotheses, while potentially relevant in different scenarios, do not adequately explain the specific situation at hand. For example, an increase in organic traffic typically correlates with both page views and unique visitors rising together, while a decrease in content consumption would likely result in fewer views overall rather than an increase. Lastly, the point about all views resulting from unique page loads does not make sense in the context of the stated observations, as it contradicts the fundamental relationships between these metrics.