Direct traffic refers to visitors who access a website directly without coming via an external source or referral. This means that the user has either entered the URL manually in the address bar of the browser, used a bookmark or reached the website from another application (e.g. an email or a desktop app).
In Google Analytics Direct Traffic is often recorded even if no explicit source (such as a search engine or an external website) is transmitted. This can occur, for example, if the source cannot be clearly assigned, such as in the case of links that cannot be transferred or due to data protection measures that block referrer information.
Important points:
- Manual URL entryUsers who enter the web address directly.
- BookmarkUsers who access the page via a saved bookmark.
- Missing or blocked referrer informationIf no referrer data is transmitted (e.g. due to security or data protection requirements).
Direct traffic can often be used as an indicator for the Brand awareness and the User loyalty as this traffic mostly comes from users who already know the site and visit it regularly.
