'Bots' in the context of web analytics refer to automated software programs that visit and interact with websites. While some bots are benign, such as those used by search engines for indexing, others can be malicious, engaging in spamming or data scraping activities.

Understanding and monitoring bot traffic is important for web analytics as it can skew data and analytics results. Distinguishing between human and bot traffic helps in obtaining a more accurate understanding of genuine user engagement and site performance.

Effective bot management involves implementing measures to detect and handle bots appropriately. This ensures that analytics data reflects real user behavior and allows businesses to make data-driven decisions based on genuine user interactions.