Have you ever seen a map that looks like this in Google Analytics, with a far-away area reporting a ton of traffic? Do you have a Midwest destination with a ton of traffic from Boston? Basically: do you have a ton of unexpected traffic from areas that you’ve never advertised to?
While it’d be fantastic if Chicagoans or Bostonians suddenly decided, as a people, to start researching your destination… it’s likely not the case. Your website is probably being hit with bot traffic (hopefully the good kind) or your analytics is being skewed by new 5G towers.
The usual suspects with bot traffic: Ashburn VA, Coffeyville KS, Chicago IL, Boardman OR, Redmond WA, Quincy WA, Des Moines IA, and Cheyenne WY. The usual suspects with 5G distortion: Boston MA, Dallas TX, and Nashville TN. If your destination isn’t near to these areas, doesn’t promote to them, or traffic suddenly spiked after a specific date, take the data with a grain of salt.