Web Analytics Key terms

What is direct traffic?

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Published on Mar 31, 2023 and edited on May 4, 2023 by Iron Brands

Direct traffic is the category of website traffic generated when an individual types the URL of a website directly into their browser, clicks on a bookmark, or a link from an email or other offline source. Direct traffic is often referred to as "dark traffic" because it is difficult to attribute to a specific source, such as a search engine or social media platform.

Direct traffic is an important category of website traffic because it represents the portion of traffic generated by individuals who are already familiar with the website and have a direct relationship with it. This can include regular visitors, returning visitors, and customers or clients of the website.

Direct traffic is typically a small portion of overall website traffic, but it can be an important source of conversions and revenue. By analyzing direct traffic, website owners and marketers can gain insights into the behavior of their most loyal and engaged visitors.

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