Direct traffic
Direct traffic is visits to a website that analytics tools attribute to access with no identifiable source, such as typing the URL into the browser or using a bookmark
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
In Google Analytics it appears as “(direct) / (none)”. As well as genuinely direct visits, it includes others whose source could not be identified: links in messaging or email apps, PDF documents, moving from an HTTPS page to an HTTP one or links without campaign parameters.
A high volume of direct traffic can therefore signal brand awareness, but also measurement issues. Tagging campaigns with UTM parameters helps reduce misattributed traffic.
Topics