What is direct traffic?
Direct traffic is visits where analytics cannot tell where the person came from, such as typing your web address or using a bookmark.
GA4 labels a visit Direct when no source information arrives with it. That includes people typing your address, using a bookmark or clicking a saved link. It also includes links in some apps, text messages, PDFs and emails that are not tagged, and some privacy settings that hide the source. Shown as (direct) / (none) in source and medium reports.
Why it matters for your business: Some direct traffic is loyal customers. A large or sudden jump may mean links in your emails or ads need UTM tags so they are credited correctly.
Related articles
More in Glossary
Still need help?
Ask our team