What Is Direct Traffic
Direct traffic is one of the default channel groupings in Google Analytics.
If GA doesn’t know where your traffic came from, it’ll most likely put it here.
Majority of direct traffic comes from people typing in your browsers directly or accessing it through bookmarks. All things being equal, direct traffic are usually those who have visited your website before. Meaning, they are returning users.
Segment your GA reports to check if this is the case. If so, then you don’t have to worry. In fact, you can even come up with a specific campaign for returning visitors. You can use Facebook ads to target them directly.
But if your GA reports show that these people aren’t returning users, take that as a sign that you need to investigate something.
If you use UTM parameters, make sure you understand how the default channel groupings work in your account. That way, you know which traffic really comes from which channels.
About the Author
Ariel Lim is a Management Consultant that has helped more than a dozen companies across the globe increase their website traffic, generate leads, and increase revenues. Together, he works with small business owners formulate strategies, implement campaigns, and measure performance.