The most overlooked metric in GA4

25:I[56264,["/_next/static/chunks/0h2qsuyze9ds1.js","/_next/static/chunks/1ymt1shyhmu-4.js","/_next/static/chunks/291ciwmgtp_xc.js","/_next/static/chunks/2owa30hnifmhr.js","/_next/static/chunks/3_pa10o2m-p7o.js","/_next/static/chunks/35__wxim6rsyk.js","/_next/static/chunks/23ecguam33u_s.js","/_next/static/chunks/03wn0-bzh3abk.js","/_next/static/chunks/3tytzhbvmduy-.js"],"GuestHistoryRecorder"] 26:I[3004,["/_next/static/chunks/0h2qsuyze9ds1.js","/_next/static/chunks/1ymt1shyhmu-4.js","/_next/static/chunks/291ciwmgtp_xc.js","/_next/static/chunks/2owa30hnifmhr.js","/_next/static/chunks/3_pa10o2m-p7o.js","/_next/static/chunks/35__wxim6rsyk.js","/_next/static/chunks/23ecguam33u_s.js","/_next/static/chunks/03wn0-bzh3abk.js","/_next/static/chunks/3tytzhbvmduy-.js"],"EmailPreview"] 29:I[27201,["/_next/static/chunks/0h2qsuyze9ds1.js","/_next/static/chunks/1ymt1shyhmu-4.js","/_next/static/chunks/291ciwmgtp_xc.js","/_next/static/chunks/2owa30hnifmhr.js"],"IconMark"] 27:T77e5, The most overlooked metric in GA4

I’ve always wanted to write this article. I’ve been meaning to for years.

“Direct” is probably the least understood and most important traffic channel.

We analyzed 56 million sessions across 145 GA4 accounts. Direct was the number one or number two traffic source for 92% of them. It also generated 27% of all leads.

In this guide, we’ll look at:

What gets categorized as Direct traffic
Why Direct may be your best brand metric
How Direct traffic contributes to demand
10 ways to increase it

You’ll also see why Direct traffic may become even more important as AI makes attribution harder.

Show me why Direct traffic matters! →

I hope you find this useful!

Andy

p.s. Are you a blogger or content creator? We’d love your input in our 2-minute annual survey. Thank you!

Is your value proposition ready for AI?

Join us and Flint McGlaughlin of MECLABS AI for a live conversation about how AI is changing the value proposition and how brands get recommended.

Thursday, August 27th at 12 p.m. CT

Save my spot →

28:T179d,We analyzed 145 GA4 accounts andy (https://marketing.orbitmedia.com/e3t/Ctc/OV+113/d5WF1t04/VWZwPQ5Mhgm7V58wQX3pGg6PVwDG2D5SZ7q3N5JQGm83gP0xW8wLKSR6lZ3ljW6dCYh181k8SqV427Fp6LRJYkVSw7_N8wYLMWW7gqlB42nw647N8GxFCnJgHjbW7tyVl38QBsYTW70-q6z9d47wHW9jN_r738d-B7VJ-3hM5N0nsGW1d2zvt6nmmrjW3XwHF42MCF0rW2SZytd21SLgWN6fb75gtj-0JVNxw-51WcQ7vW6wvbmb8-FMP_W3r6pV35Z8cWYN7m7RMC7-nHRW63cxG46V_GZVW5-TvS_776fy9W5bfJp38bH4vwW7hcj6c6K_yV1W6xr2rf5763mcW718Rlb43zw1lW72RPcB6kf4y8W4_xddz7xNwJVN3cKrVLywBJqW9hjm-h1zVk8xW5SGtx81976Jzf6byQBl04 ) I’ve always wanted to write this article. I’ve been meaning to for years. “Direct” is probably the least understood and most important traffic channel. We analyzed 56 million sessions across 145 GA4 accounts. Direct was the number one or number two traffic source for 92% of them. It also generated 27% of all leads. direct-lead-source (https://marketing.orbitmedia.com/e3t/Ctc/OV+113/d5WF1t04/VWZwPQ5Mhgm7V58wQX3pGg6PVwDG2D5SZ7q3N5JQGm83gP0xW8wLKSR6lZ3ljW6dCYh181k8SqV427Fp6LRJYkVSw7_N8wYLMWW7gqlB42nw647N8GxFCnJgHjbW7tyVl38QBsYTW70-q6z9d47wHW9jN_r738d-B7VJ-3hM5N0nsGW1d2zvt6nmmrjW3XwHF42MCF0rW2SZytd21SLgWN6fb75gtj-0JVNxw-51WcQ7vW6wvbmb8-FMP_W3r6pV35Z8cWYN7m7RMC7-nHRW63cxG46V_GZVW5-TvS_776fy9W5bfJp38bH4vwW7hcj6c6K_yV1W6xr2rf5763mcW718Rlb43zw1lW72RPcB6kf4y8W4_xddz7xNwJVN3cKrVLywBJqW9hjm-h1zVk8xW5SGtx81976Jzf6byQBl04 ) In this guide, we’ll look at: - What gets categorized as Direct traffic - Why Direct may be your best brand metric - How Direct traffic contributes to demand - 10 ways to increase it You’ll also see why Direct traffic may become even more important as AI makes attribution harder. Show me why Direct traffic matters! → (https://marketing.orbitmedia.com/e3t/Ctc/OV+113/d5WF1t04/VWZwPQ5Mhgm7V58wQX3pGg6PVwDG2D5SZ7q3N5JQGm83gP0xW8wLKSR6lZ3ljW6dCYh181k8SqV427Fp6LRJYkVSw7_N8wYLMWW7gqlB42nw647N8GxFCnJgHjbW7tyVl38QBsYTW70-q6z9d47wHW9jN_r738d-B7VJ-3hM5N0nsGW1d2zvt6nmmrjW3XwHF42MCF0rW2SZytd21SLgWN6fb75gtj-0JVNxw-51WcQ7vW6wvbmb8-FMP_W3r6pV35Z8cWYN7m7RMC7-nHRW63cxG46V_GZVW5-TvS_776fy9W5bfJp38bH4vwW7hcj6c6K_yV1W6xr2rf5763mcW718Rlb43zw1lW72RPcB6kf4y8W4_xddz7xNwJVN3cKrVLywBJqW9hjm-h1zVk8xW5SGtx81976Jzf6byQBl04 ) I hope you find this useful! Andy p.s. Are you a blogger or content creator? We’d love your input in our 2-minute annual survey (https://marketing.orbitmedia.com/e3t/Ctc/OV+113/d5WF1t04/VWZwPQ5Mhgm7V58wQX3pGg6PVwDG2D5SZ7q3N5JQGkH2-6YCW5BW0B06lZ3pSW2Z10hM5_D-67W6wQhkS7cqK5NW4XKkl_8RZ2dqW6QR1T34bnjG3W4t8MTw64GTC4W68_Vvd4jyFs1W1mYksk40Ql2yVpGRY78vJtc6N5tMC7S8TBDbW2zLKhl459cQlVVWDMV11FSc4W8QTX6t2Bv09BN8mJ8xx9YbS8W7d8Sxm80n5KQVyfn9j3TYdV_Vhfsxc6lp9fRW8m1bdr3RhM26N50sv21DzlpKf3vrVwb04 ) . Thank you! amanda (https://marketing.orbitmedia.com/e3t/Ctc/OV+113/d5WF1t04/VWZwPQ5Mhgm7V58wQX3pGg6PVwDG2D5SZ7q3N5JQGms3gP0xW95jsWP6lZ3nLW7GJpKm4RRycLW3bCSj71DxR9-W434M31167qw9W17MD8j62Z5d8W8yj4pD2vd1TFW9chWMh8hw7nNW4sy_1J7QXv1rW2Kxs4-2rMLCRN1MQc2GkVsNDW3Y1w3L2VJh6GW89yX2K4smS1SVqDt5c5x6qJJW83QV-z1PBNBgW43G-sX562WcpW2Qgz7V6qrNPlW2rGJXy7_MWbMVvK_rB4K4xh0W2zJX5T180k-sW5d4Yll8YhCxlW3hCBxP862tQVW8TZZG91XN7N1W66G4By4N2FDJVzRRVV2d9Qf6N17DYvdJpJVGN55fmpmyLsPnN7mnYfPxmRVCW1CQwJ867tC9qW1B3F2b55d4-qV4f36F5wxXm9W4DwPFd6q7fkNf6-F6xj04 ) Is your value proposition ready for AI? Join us and Flint McGlaughlin of MECLABS AI for a live conversation about how AI is changing the value proposition and how brands get recommended. Thursday, August 27th at 12 p.m. CT Save my spot → (https://marketing.orbitmedia.com/e3t/Ctc/OV+113/d5WF1t04/VWZwPQ5Mhgm7V58wQX3pGg6PVwDG2D5SZ7q3N5JQGms3gP0xW95jsWP6lZ3nLW7GJpKm4RRycLW3bCSj71DxR9-W434M31167qw9W17MD8j62Z5d8W8yj4pD2vd1TFW9chWMh8hw7nNW4sy_1J7QXv1rW2Kxs4-2rMLCRN1MQc2GkVsNDW3Y1w3L2VJh6GW89yX2K4smS1SVqDt5c5x6qJJW83QV-z1PBNBgW43G-sX562WcpW2Qgz7V6qrNPlW2rGJXy7_MWbMVvK_rB4K4xh0W2zJX5T180k-sW5d4Yll8YhCxlW3hCBxP862tQVW8TZZG91XN7N1W66G4By4N2FDJVzRRVV2d9Qf6N17DYvdJpJVGN55fmpmyLsPnN7mnYfPxmRVCW1CQwJ867tC9qW1B3F2b55d4-qV4f36F5wxXm9W4DwPFd6q7fkNf6-F6xj04 ) Orbit Media Studios, 4043 N Ravenswood Ave, Suite #316, Chicago, Illinois 60613, United States, (773) 348-4581 Unsubscribe (https://marketing.orbitmedia.com/hs/preferences-center/en/direct?data=W2nXS-N30h-GkW1_dLby2nYLccW3NLvNm2TMtQ1W45x2rD349mpDW3M40zj3Vz4r5W3T4-8q1NcV0JW4cJr7W36gBXXW3btmZ73P1ltlW3gpD6G3__zDTW41WPZ73SPn7VW3d0CCY3NF2ZcW1LgXKQ41qbCQW2WcfBm41DW9dW3ZMtBw2Pkg92W21jDxy3BVy7LW1Bqts13gsyfFW3_XX4Y22VxWpW3XYjyQ3P0QT_W1SgjB823l4QQW25n1Q41BfHf4W2Yhzt13C0cPvW2KyJg934G-zJW2-DDnh3VP8bSW3SNBvn3g96FnW4kf4rp3SPnpnW1BfGFg1L6dFxW36tljb1Qc_zcW2172mN45FdTgW4myBdB1Vk2q4W3SRYJ53bfhpkW1L940l2vKRc5W1S4NHL4fHmnjW4r5MRC45xXfDW2Mm-P53bm9hWW2CDdTx3d1phqW32lljm2qBMjQW3P5Qbs4rFYjMW3F00m-2sPR9ZW1SyKGp4kfWl2W4tt9nk1Bpb5dW3z2-kt1VhPgyW1Lq2Nq252WzqW3bgxt03j9MJbW47zLct2Myvy_W4cMnMv1BnQykW2WPNHc3bv8sqW4kvnM54hCnKlW38x2nj2YdJf0W4p9nHL3NBXkjW2RRyt93_YNQQW1ZmX8S3JVnjMW2xXwqF25jFpPW2sDDgm1SqgMYW3D_9w63JSMPXW3JZ-V52TvrFyW2YwDy23M7K5PW1NmkJV3SYN7sW4pCb8g4hmWLDW3NQzDn38kJvSf3ZKRbk04&_hsenc=p2ANqtz-9MDE8NvsWUFrq4z2qKROmBNZ0hIKjLIVySsvjADsfJouQL25d6Ng6yuurDeA2kX4iMgeY1ZpT_GDP1Rnuma1YvdpTX1Q&_hsmi=434049359 ) Manage preferences (https://marketing.orbitmedia.com/hs/preferences-center/en/page?data=W2nXS-N30h-GkW1_dLby2nYLccW3NLvNm2TMtQ1W45x2rD349mpDW3M40zj3Vz4r5W3T4-8q1NcV0JW4cJr7W36gBXXW3btmZ73P1ltlW3gpD6G3__zDTW41WPZ73SPn7VW3d0CCY3NF2ZcW1LgXKQ41qbCQW2WcfBm41DW9dW3ZMtBw2Pkg92W21jDxy3BVy7LW1Bqts13gsyfFW3_XX4Y22VxWpW3XYjyQ3P0QT_W1SgjB823l4QQW25n1Q41BfHf4W2Yhzt13C0cPvW2KyJg934G-zJW2-DDnh3VP8bSW3SNBvn3g96FnW4kf4rp3SPnpnW1BfGFg1L6dFxW36tljb1Qc_zcW2172mN45FdTgW4myBdB1Vk2q4W3SRYJ53bfhpkW1L940l2vKRc5W1S4NHL4fHmnjW4r5MRC45xXfDW2Mm-P53bm9hWW2CDdTx3d1phqW32lljm2qBMjQW3P5Qbs4rFYjMW3F00m-2sPR9ZW1SyKGp4kfWl2W4tt9nk1Bpb5dW3z2-kt1VhPgyW1Lq2Nq252WzqW3bgxt03j9MJbW47zLct2Myvy_W4cMnMv1BnQykW2WPNHc3bv8sqW4kvnM54hCnKlW38x2nj2YdJf0W4p9nHL3NBXkjW2RRyt93_YNQQW1ZmX8S3JVnjMW2xXwqF25jFpPW2sDDgm1SqgMYW3D_9w63JSMPXW3JZ-V52TvrFyW2YwDy23M7K5PW1NmkJV3SYN7sW4pCb8g4hmWLDW3NQzDn38kJvSf3ZKRbk04&_hsenc=p2ANqtz-9MDE8NvsWUFrq4z2qKROmBNZ0hIKjLIVySsvjADsfJouQL25d6Ng6yuurDeA2kX4iMgeY1ZpT_GDP1Rnuma1YvdpTX1Q&_hsmi=434049359 ) 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