&gt; B) Our traffic isn&#x27;t decreasing (despite outside reports&#x2F;indications to the contrary)<p>It&#x27;s not. Even the &quot;leaks&quot; make clear that overall traffic is still increasing, both overall and per person.<p>&gt; This combined with the fact that a _lot_ of ad-spend isn&#x27;t directly attributable to conversions<p>I&#x27;ve seen direct reports from advertisers at my last job (doing social media analytics) that show how well they can quantify ROI for ad spend. Fake accounts would negatively impact this number, and it would be extremely obvious immediately.