Direct Traffic in GA4: What It Really Measures (and 10 Ways to Increase It)

Direct Traffic in GA4: What It Really Measures (and 10 Ways to Increase It) Analytics By Andy Crestodina I’m in a client meeting. We’re reviewing Analytics. They notice a lot of “Direct traffic” and they ask me what it includes. I start explaining …and they are surprised by the answers. This isn’t unusual. I’ve found that a lot of marketers don’t fully understand what it includes or appreciate its