Google Analytics will classify traffic as Direct on sessions in which:
- the user typed the name of your website URL into the browser or
- came to your site via a bookmarks/favorites, or
- untagged links within emails, or
- links from documents that don’t include tracking variables (such as PDFs or Word documents).
Sometimes you’ll see “non direct” traffic in the direct bucket from badly coded redirects (remember to make all redirects Permanent) or vanity urls, or even improperly coded campaigns.
Google Analytics will classify this traffic as Direct when:
- Source exactly matches Direct AND
- Medium exactly matches (not set) or (none)
Direct Traffic being classified as Organic Search
If your user comes to your site by writing your company name or website address on a search engine instead of writing it directly in the browser, Google analytics will classify the search as organic traffic, when it should be classify as direct traffic . Your customers already know you and are trying to access your site directly.