The Traffic Quality screen, under Marketing → Traffic Quality, shows every submission blocked before it became a lead and every lead that came through but scored as suspicious, all from a rolling 30-day window. It's where you find out whether a campaign's cheap leads are cheap because they're genuinely good, or because a meaningful share of them were never a real person in the first place.
Plan requirement: Traffic Quality scoring is included on Growth and Scale plans. On Starter or the free trial, basic bot blocking may still be running behind the scenes depending on your plan, but this screen itself — and the scoring that feeds it — is a Growth+ feature. See pricing for what's included on each plan.
The three sections, and what each one tells you
Blocked submissions
Every attempted form submission rejected before it ever became a lead, broken down by reason:
- Filled in a hidden trap field — a honeypot input, invisible to a real visitor, that only an automated script filling every field on the page would ever touch.
- Submitted faster than a human can type — the form was completed and sent in a timeframe no real person filling in a name, phone and email could realistically achieve.
- Sent by an automation tool, not a browser — the request's own signature identified it as a scripting library or bot, not an actual browser rendering the page.
- Too many submissions from one address — a single IP address exceeded the submission rate limit set on that landing page.
A high count here is, in a strange way, good news: it means the system caught these before they ever reached your pipeline or your sales team's time. What it's really telling you is how much of your ad traffic is non-human — worth knowing regardless, because it's also spending your ad budget on the click itself even when the submission gets blocked.
Flagged leads
Unlike blocked submissions, these did become leads — they weren't rejected outright, but scored high enough on suspicion to be marked for review rather than silently trusted. Every lead gets a fraud score from 0–100 the moment it's created, banded into three levels: clean (default under 30), suspicious (30 and up), and high risk (60 and up, using this system's default thresholds). This section shows the ones that landed in the suspicious or high-risk bands, so your team can decide case by case whether to work them normally, verify by phone first, or discard them.
Worst offenders
IP addresses responsible for the most blocked or flagged activity, ranked. This list matters beyond visibility — it's the exact starting point for excluding those addresses from ever seeing (and clicking) your ads again in Google Ads, which is a separate, higher-commitment step covered in Google Ads IP exclusion for bot traffic. Reviewing the evidence here first, before anything gets pushed into your live ad account, is deliberate — you should be able to see exactly what an address did before deciding to act on it.
What to actually do with this
Look at it by landing page and by traffic source, not just in aggregate. A campaign with a high blocked or flagged rate concentrated on one landing page or one ad group is usually a sign of a specific problem — a scraped or leaked form URL being hit by bots, or one placement attracting low-quality clicks — rather than a general trend across your whole account. Fixing the specific source is almost always more effective than reacting to the aggregate number.