Direct traffic are visitors who arrive at a website by entering its URL directly into their browser’s address bar or through bookmarks. This type of traffic is important, as it indicates users who are familiar with a brand and actively seek out its content without relying on search engines or referral links from other websites.
Direct traffic can be seen as a sign of brand strength and loyalty. A high volume of direct traffic often suggests that users have developed trust in the website, which can lead to increased conversions and engagement rates. It can also indicate good offline marketing efforts, such as print advertising or word-of-mouth recommendations.
Measuring direct traffic can sometimes be misleading as there can be instances where users click on links without correct tracking parameters set up. This can lead to clicks being categorised as direct visits if those sources aren’t properly attributed.
