Direct traffic = a visit to your site without a known referral source.
That answers the “what“. How about the “why“?
In this post, you’ll learn:
Let’s get into it.
Google published an interactive post showing the customer path to online purchase.
The data is segmented by industry, business size (small, medium, large) and sourced from millions of Google Analytics profiles.
Using their data, I put together my own analysis. I broke it into 2 sections:
The goal is to show how direct traffic plays into your overall efforts.
Organic, social and display are the leading sources of discovery traffic.
Are you seeing the same thing I am?
Direct traffic is by far the most common last touch attribution channel.
Let’s dig into it more to find answers.
Direct traffic can be broadly traced from 3 sources:
I’ll walk you through each of these.
Users visiting your site directly, aka typing your exact URL into their browser, is mainly a result of 2 things:
Even if you meet both of those requirements, I’m willing to bet this is the smallest portion of direct traffic you’re receiving.
Let’s say you’re running the billboard below:
I’m driving down the road, I see it and think “Holy sh!t! This billboard speaks to me – I need to visit their site…NOW!”. I pull out my phone and type in the URL.
Well, I attempt to anyways.
What I really type is something along the lines of “pulltheplguonatheims.com”.
This gibberish redirects me to a Google search, which correctly lists the URL. More often than not, offline advertising leads to an increase in branded search, not direct traffic.
You can check your branded queries in Google Webmaster Tools:
What you’ll see is the search queries over the date you selected. Simply filter out non branded search terms and you’ll be left with branded queries.
Here are 2 additional questions to help determine if people are visiting your site directly:
Question 1: Am I blocking internal IPs?
Your employees, contractors and clients generally access your site a lot. If you aren’t filtering out their IP address, they’re a likely culprit for direct traffic (by typing your URL verbatim).
You should be blocking internal traffic in your Analytics account – if you aren’t, you need to read our blog more!
Question 2: Is my direct traffic coming from new or returning users?
If your direct traffic is coming mostly from return visits, then there’s a good chance users are visiting your site directly. Here’s how to check:
As you can see, my site does 77% new visits from direct traffic. Again, for non brand sites, this is typical.
Therefore, your direct traffic is most likely not coming from users directly typing your address.
Total amount of YOUR direct traffic: 5 – 10%
When referral data not passed, Google Analytics classifies it as direct traffic.
There are dozens of reasons for this, but I’m going to cover the 7 most common scenarios
HTTPS:// is a secure version of HTTP://.
When HTTPS:// sites send traffic to non HTTPS:// sites the browser doesn’t pass referral data. This is because of security reasons. If your site isn’t on HTTPS://, it’s contributing to your direct traffic.
This isn’t always the case. Sites like Facebook and Twitter are HTTPS:// secure yet they show up as referrals.
This is for 2 reasons:
Links from offline documents like Excel, PowerPoint and Word do not pass referral data.
I send out around 100 documents a week:
Over time, these clicks can add up and make up a good portion of direct traffic.
Almost no applications pass referral data. That includes:
Traffic from these sources are dumped into direct.
Some links are tagged with “rel=noreferrer” attribute. In this case, referral data is not passed.
Example:<a hres= “https://webris.org/blog/” rel=”noreffer” > No data will pull through</a>
Do you use Outlook from your desktop? Millions of people do.
Any links coming opened from desktop Outlook (i.e. links you send via email, signature, etc) pass no referral data.
If you didn’t hire an Analytics professional to implement your code, there’s a good change it’s not correct. Often times cookie data isn’t properly set up causing resets – these sessions pass no referral data.
If you’ve ever redirected one site into another, referral data can get lost in between.
For example, we recently changed our domain from marketic.co to webris.org. We set up a server side redirect (301) from the old into the new.
Total amount of YOUR direct traffic: 30 – 50%
By “Untagged”, I mean without Analytics tracking parameters. If you use Google Analytics, they offer a free tool that makes tagging URLs easy.
Tagging links before publishing allows you to dictate to Analytics where the traffic comes from.
I promote my content everywhere. Forums, email signatures, social media groups, social media profiles, blog comments – every place they let me drop a link, I will.
Most of these sites fall into the categories listed above (aka don’t pass referral source).
In the next section, I give actionable guidance how to track efforts using campaign parameters.
Total amount of YOUR direct traffic: 25 – 55%
I mean everything. Offline docs, social media posts, forum signatures – everything!
Most people don’t tag URLs because they think it’s a pain in the ass.
Well, it is a pain in the ass, but I have an easy short cut.
Let’s say you’re on your favorite forum and you come across a highly active thread. You decide to add a comment and drop a link to a related piece of content on your site.
Any of you get that reference? No? Ok, I digress…
The point is, tag the link before you post it. It’s easy, here’s how:
Here’s what I would enter to tag a link for Warrior Forum:
As opposed to getting dumped into (direct) / (none), the data will show up as you tagged it. See below:
Sometimes you can’t tag a link.
I guest post as a link building tactic. Most of the time, the sites I write for are on HTTPS:// protocols, meaning the referral data won’t pass to my Analytics.
I could tag the links in the URL builder, but that causes an SEO issue.
Tagged URLs do NOT redirect to the root URL.
This presents a potential issue with link equity.
Because the tagged URL remains, technically, you’re building a link to another URL.
Let me illustrate with an example.
Let’s say I write a killer blog post about SEO for small businesses and I want to rank it. To do so, I need links. So I promote it through guest blogging.
The URL indexed by Google is: https://webris.org/content/
Option 1: I write a guest post and link to my target content. The link passes equity, but I’m unable to track referral traffic through the link.
Option 2: I tag the link. I can track the referral traffic, but run the risk of losing the link’s equity.
Before you sh!t a brick, let me explain!
I know Google ignores the tags after the root URL. There’s plenty of healthy debates about this, but here’s my take:
Tagging a link on another site points to an unnatural link scheme. Why would a natural, editorial, non paid link have URL tags? It wouldn’t.
I link out to other sites all the time and I would never, ever tag the URL for them. That’s just my two cents – tag at your own risk!
There’s only one place Instagram allows links: your profile. The network also does not pass referral data.
I often manage my client’s Instagram marketing, so it’s critical I measure the impact of my efforts.
I could tag it, but it would leave an ugly ass URL in the profile. I could also dump the tagged URL into a bit.ly, but people like to see what they’re clicking on.
So, how do I track the efforts from guest posting and Instagram? By digging into Analytics.
1. Log into Google Analytics and navigate to: Acquisition > All Traffic > Source/Medium.
2. Set the date to short, recent time periods. I like to review on Saturdays for the previous week.
3. Click on (direct) / (none)
4. On the Secondary Dimension drop down, select Landing Page
By assessing the landing pages of direct traffic from a recent time period, you can get a good picture where the traffic came from.
Let’s take a week at my top 3 (direct) / (none) traffic for the last few days:
As you can see, there’s no exact science. However, there are some additional steps you can take to make life easier.
For example, if you look at the screen of my Instagram account (above), you’ll notice the link in my profile isn’t to my home page. It’s a deep link to my personal consulting page.
If I want to find out how much traffic I’m getting from Instagram, all I have to do is run the report above with a few extra steps:
There you go – that’s how much traffic my Instagram profile is driving.
If you want to cut down on a large portion of direct traffic, migrate your site to a secure HTTPS:// connection.
To do so, you’ll need to buy an SSL certificate from your web host. For more information on the matter, check with your web host.
While there are a number of ways to cut down on direct traffic, keep in mind web analytics isn’t an exact science. There’s no way to get rid of it completely.
However, following the steps laid out here will go a long way to help.
Did I miss anything? Leave your tactics to uncover direct traffic in the comments below!
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