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My comments were mostly about Cars and Autotrader VDPs, which only happen for the dealer when someone clicks on the ad. However, we see a strong correlation between website vdps and total store sales. If some bots are involved, oh well, the numbers still go up or down accordingly. As with TV, some folks skip the commercials, but reach, frequency, and rating points still help you make decisions about audience. Yet you raise a valid point about bots. As it turns out, Google Analytics automatically filters out a lot of the bot traffic, plus you can set up additional filters. http://www.yottaa.com/blog/bid/223629/Google-Analytics-How-to-Segment-and-Filter-Robot-Traffic.