Is Direct Traffic Really DIRECT?

@DigitalDanny24Danny Lashkari

WHAT IS DIRECT TRAFFIC?

Organic Links in Search Results

Paid Ads in Search ResultsEmail Links Banner Links

What is Really Direct Traffic?

COMMON DIRECT TRAFFIC DEFINITION

Users that accessed the site by typing the URL of the site into the

browser directly.

Not a Complete Definition

MORE COMPLETE DEFINITION OF DIRECT TRAFFIC

Any traffic that the user’s browser does not pass

*REFERRER DATA to your site.

In Other words:the “referrer data” – for one

reason or another – did not get recorded.

*Referrer is an HTTP header that identifies information (URL, source, keyword) about the webpage that linked to the resource being requested.

Referrer Source: Email

DIRECT TRAFFIC IS WHEN “REFERRER” IS MISSING

Email

GA Channel Grouping

Referrer Source: CPCPaid Search

Referrer Source: N/A

Direct

Anytime Google Analytics doesn’t understand the referrer string – or if there isn’t one – it will lump your traffic in with direct.

EXAMPLES OF WHEN REFERRER DATA IS MISSING

• User directly typing the URL• HTTPS TO HTTP• Redirect Methods • Browser Private Settings-

(private browsing or Incognito browsing)

• iOS Open In…..• Bookmarks• Mobile Apps (Search & Social)

• None Tagged Email Marketing Campaigns

• Refresh Sessions• Chat Links (Skype, Google Hangout, Etc.)

• NoReferrer Attribute Links• Firewall Settings• QR Codes

Fluctuations in your direct traffic often aren't necessarily related to the number of visitors coming directly to your site.

SO…… Now What?

Rather, these variations are often the result of other marketing efforts or even larger changes to the web.

SO…… Now What?

WHAT CAN YOU ASSUME?

If It’s not your homepage, it’s probably not users coming “direct” to your site.

How could users access these long URLs DIRECTLY?!

IN CONCLUSION

Spikes in direct traffic mean marketing efforts are working

effectively.

Drops in direct traffic DO NOT necessary mean your

brand is fizzling out.

Direct Channel is Impossible to Track Down but Still Valuable

Analytics Reports Give US Data, not answers.

Use Data to make informed decisions about your marketing and website strategy.

SOURCES:https://en.wikipedia.org/wiki/HTTP_referer

https://moz.com/blog/meta-referrer-tag

https://www.deepcrawl.com/knowledge/best-practice/how-can-non-indexable-pages-receive-google-organic-traffic/

https://www.optimizesmart.com/geek-guide-direct-traffic-analysis/

@DigitalDanny24

Danny LashkariONESTOPSr. Director, Ecommerce Optimization