X is facing criticism over its new link experiment on iOS, with reports suggesting that the update artificially inflates web traffic. Websites like Substack and Bluesky have noticed a sudden spike in “fake” views since the change rolled out. Nick Eubanks, VP of owned media at Semrush, explained that the spike may be due to X’s new behavior that preloads webpage content before users actually click on it.

Metrics distortion

Eubanks described the issue as a “classic case of metrics distortion caused by product experimentation at the platform layer.” The update changes how X handles posts containing links—when a user clicks a link, the post now collapses instead of being covered by the in-app browser. This allows users to keep engaging with likes, reposts, and replies while the webpage loads in the background.

Analytics inflation

According to Eubanks, X’s new in-app browser “pre-loads link content in the background,” meaning it fetches the destination page even before a user clicks on it. This can inflate analytics by artificially boosting click rates and misleading advertisers, publishers, and creators into believing they’re receiving more genuine traffic than they actually are.

User impact

Substack CEO Chris Best shared that while traffic initially appeared to surge after the change, much of it turned out to be “fake.” Even after adjusting for inflated views, Substack did see a modest increase in traffic. Bluesky’s Paul Frazee, however, said the preloading feature has “ruined” their logged-out daily active user metrics.

Feature explanation

Defending the update, X’s product head Nikita Bier said the change addresses a long-standing issue: posts with links often receive lower engagement because the web browser previously hid the original post. With the new setup, users can continue to interact with the post while the page loads, helping X better gauge engagement signals.

Potential drawbacks

While preloading might boost engagement within X, Eubanks cautioned that it could distort analytics for publishers and creators outside the platform. He warned, “We’re entering an era where metrics inflation through interface tricks, preloading, autoplay, and AI summarization will blur the line between user engagement and machine behavior.” He emphasized the need for transparency from platforms about how engagement is measured to maintain credibility with creators and advertisers.