Direct web is the term used to describe traffic that arrives at your website from people who type in or click on a link directly. This includes all sorts of links - including those from non-web sources, such as PDF files and Slack messages - that don't send a referrer.
Direct traffic can be a very useful source of referral traffic for your website, if it is managed correctly and properly. However, too much of it can be problematic and cause headaches in the reporting process.
One of the best ways to ensure that your direct traffic doesn't get a bad rap is by making sure you use UTMs on your links correctly and frequently auditing them. This will ensure that any link which is tagged with your campaign parameters ends up in the right bucket, so that you can understand where it's coming from and how it's impacting your site.
There are some things that can cause direct traffic to get a bad rap in Google Analytics, and the most common ones are improper redirections and the wrong set-up of your URLs. Improper redirects can include things like meta refreshes or JavaScript redirects, which will wipe out any referring data that may have been passed on from those pages.
Another issue that can cause your direct traffic to become a negative in Google Analytics is when you have incorrectly configured your privacy settings for your website. Using your browser to opt-out of tracking can make a huge difference in the way that your website is viewed by analytics.
If you're not sure whether your privacy settings are correct, you can easily run a test to see how your website is affected by changing these. This can be particularly helpful if you've received complaints from your customers about privacy breaches.
Direct traffic can also be caused by visitors who first came to your website via a search engine, and then later return to it via a bookmark. This can happen because the campaign cookie that was set to record this visit expires after six months, but if the user returns within that period and uses a bookmark, Google will assume he's returned through search and mark him as a direct visitor.
The way that traffic is processed in Google Analytics can be very complex, so it's important to know the factors which could affect your direct web traffic. For instance, if you're sending direct traffic from an SSL-encrypted domain (such as your own), this can be classed as organic because the referring source doesn't actually have to pass on the information.
Alternatively, if your users have เว็บตรง chosen to not send referrer information when they click from certain apps or websites, this can be classed as direct too. This is especially the case if you're running an app-based business and a large percentage of your traffic is from this type of source.
All of these factors can have a big impact on your direct traffic and the way that it's reported in Google Analytics. So it's important to understand all of them so that you can reduce the number of direct traffic reports in your Google Analytics account and ensure that your visitors are receiving the most relevant content possible.
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