![]() ![]() > Google Analytics will show that your mobile campaigns with AdMob stink. > The direct traffic is polluted and you'll never be able to focus on finding real insights for actual valuable lovely people who are seeking you out directly. With a simple stone you've killed two beautiful birds: You see mobile applications don't send a referrer and it will look like all of a sudden you got very high converting Direct traffic. Guess where this category will be categorized? ![]() &utm_content=188_92&utm_campaign=affluent_readers discover2awesoemness/?utm_source=nytimes_mobile_homepage&utm_medium=masthead_banner The proper way to link your banner to your Discover2 website is: You are using Google Analytics to track all you display campaigns. You goal is to get people to buy your Discover data warehouse product. You have purchased banner ads in various Android applications using AdMob to target high value analytics decision makers. You are the Acquisition manager for a company called Omniture. I am sitting in a puddle of tears as I write this, that is how often Direct traffic is polluted and that is how painful (and profoundly sad) this is. Typically Direct traffic also contains all the Visits that originated from improperly tagged campaigns, untagged campaigns and problems with your JavaScript tag. You see if you don't implement your links properly the person shows up to your site without any tracking parameters and thus fail to help your web analytics tool to put that visitor in the right source bucket. This is always disappointing but it is particularly harmful to Direct traffic. Most website tag and campaign tracking implementations are poor (to put it charitably). So if Direct traffic is so important and often the metrics show very positive results then why don't we all obsess about it a lot more? Segment them in your data, the delightful numbers you see in your KPI's will show you why. Now you'll agree when I say your job is to be extra sweet to them? The only goal that is red is supposed to be red (fewer registrations from people who already know you is not unusual right?). That little bit of extra intent, when compared to other visitor segments, is the reason that conversion numbers (on ecommerce or non-ecommerce sites) for clean direct traffic usually look like these. There is an extra motivation connected to their visit which causes them to type your url of find the bookmark they made. In a nutshell these are people show up without invitation (email, display, social campaigns) or they are people who already know you. Saw an ad on TV, heard one on radio, saw a billboard and were motivated enough to typed the url and show up.ĥ. Someone recommends your business / solution to someone else and boom they show up at the site. They need a solution and your name pops up into their head and they type.ģ. People who are your existing customers / past purchasers, they'll type url and come to the site or via bookmarks.Ģ. ![]() The reason Direct traffic is a beloved of mine is that it represents (checkout the sweet contextual – red and green – numbers above):ġ. Here is the simplest and cleanest definition:ĭirect traffic contains all Visits to your website where in people arrived at your site directly (by typing the url) or via a bookmark.ĭirect traffic is hence not traffic that results from people clicking on links on other sites to your site (that's referring urls traffic), it is not traffic that comes to your site by clicking on ads (that's Other in Google Analytics or Campaigns in other tools), it is not people who come from search engines (that is Search or Organic or PPC traffic). We'll also look at the challenges that exist in ensuring we are looking at the real unpolluted Direct traffic. So let's look at the definition, to make sure we understand, at least on paper, what this traffic is supposed to be. I love analyzing Direct traffic because it contains a valuable set of visitors who deserve more love than we currently give them. Yet this question seems to bedevil a lot of people:Īs if that was not sad enough, even people who do know what the definition of Direct traffic is rarely focus on it or work hard to tease out the opportunity that exists in Direct traffic. Direct traffic contains visitors that proactively seek you out, everyone else you have to "beg" to show up on your site! ![]()
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