Online, bots are becoming more sophisticated, in that they used to behave in noticeably robotic ways and now they’re increasingly human-like. They mimic human behavior when visiting websites — clicking on ads, filling out forms and surveys. Even as marketers are under increasing pressure to focus on the metrics, conversions and data-driven tactics that drive better business results, bots enter CRM systems and data management platforms, skewing results and retargeting. They steal marketers’ money and then go on to waste more ad spend.

This guide will help marketers ensure that only authentically human outcomes — and only healthy traffic, analytics and data — are the results of their digital marketing efforts.