X's new feature is messing up analytics for other platforms

Technology Nov 08, 2025

X (formerly Twitter) just added a feature to its iOS app that preloads web pages before you even tap a link.
It's causing websites to see fake jumps in their visitor numbers—so platforms like Substack and Bluesky are getting traffic spikes that aren't real.

How preloading impacts analytics

Substack's CEO Chris Best spotted the sudden surge and realized it was mostly artificial, though with some tweaks, they did get a real boost later.
Bluesky's product manager Paul Frazee also pointed out that X's preloading messes up daily active user counts for people not logged in.
According to X's product head Nikita Bier, the update is meant to boost engagement on posts with links—even if it means analytics everywhere else get a little weird.