Direct Traffic

Visits analytics cannot attribute to a referrer, reported as if the visitor typed the URL.

Treat a large direct bucket as a tagging problem first: untagged campaigns, app links, redirects and QR codes all land here.

Split it by landing page — direct hits on a deep URL are almost never someone typing it out.

It is the bucket that quietly absorbs the credit other channels earned.

Once cleaned up, genuine direct traffic is a reasonable proxy for brand strength.