The new connection system that X is testing on iOS is creating controversy with unreal traffic increases on platforms such as Substack and Bluesky.
X platform launches new iOS app connection preload It changes the user experience with its experiment. However, this change is the same as seen on many sites. fake traffic spikes has become a matter of debate because of this.
With this testing process, when you click on a link in X, the system starts loading the target site in the background before opening the page. This behavior creates spurious page views in measurement systems because it generates traffic before user action occurs. Especially substack And Bluesky Content platforms such as have detected sharp increases in link-derived data. These increases appear to be due to X’s new way of handling connections, not human interaction.
Semrush Nick Eubanks, a media manager at the company, defines the change as “a product experiment that caused deviation in measurement systems.” Eubanks warns that links only load without you clicking. analytics data He emphasizes that it also affects the revenue accounts of advertisers and content producers. According to him, this situation artificially increases click-through rates and creates the impression of an interaction that does not actually exist. On the other hand, side X argues that this method was developed to increase feedback on the content.
The difference with the new link experiment is that the post retains its appearance when the page is opened. When you click on a link, the post becomes smaller and smaller instead of disappearing completely. like, share, reply or save Interaction options such as remain active. X product manager Nikita Bierstates that this system was implemented to resolve complaints about linked posts receiving less access. Because in the previous structure, when the link was opened, the post would close completely, which would break the users’ connection with the content.
X’s link preload system directly impacts content creators
Substack CEO Chris Bestreported seeing a sharp increase in traffic after the X update, but most of that increase from fake views states that it originates from . Best notes that even when the data was corrected, actual visitors increased slightly. Similarly, Bluesky product manager Paul Frazee He also says that the system “corrupts” its own metrics. According to Frazee, X tries to increase speed by opening pages in advance, but this method causes incorrect traffic measurements on external platforms.
This table is useful not only for website administrators but also for marketing teams monitoring ad performance It also forces. Because it becomes almost impossible to determine to what extent the fake traffic created by the system is based on human interaction. Eubanks explains this situation in the digital ecosystem. reliable measurement considers it as a serious problem. In particular, technologies such as link prefetching, video autoplay, or AI summarization systems confuse machine-generated interactions with real user interest.
All these developments, platforms transparency It reveals the need to be more open about the issue. It is becoming increasingly important for advertisers, publishers and content producers to know which interactions are based on real users. Eubanks notes that separating page previews from actual visits will become mandatory in the future. In this way, advertising budgets can be managed correctly and measurement systems based on user behavior can give more reliable results.
On the other hand, this new application of X brings to the fore a fine balance between user experience and the interests of content producers. Of course, it is advantageous for the page to open faster when you click on a link. But this speed data accuracy And traffic reliability It raises new debates in terms of According to experts, such changes can reshape the understanding of interaction measurement of digital platforms.