what is direct traffic in google analytics

Direct traffic in Google Analytics refers to website visits where the traffic source is unknown or the referral source is not properly tracked. Essentially, direct sessions occur any time Google Analytics cannot determine another referring source or channel. This can happen when a user enters a URL into their browser, uses a bookmark to directly access the site, or clicks an untagged link from an email. Direct traffic can also refer to website visits that are not attributed to any specific source, such as when a user clicks on a link in a Facebook ad that doesn’t include tracking parameters. Direct traffic can be a sign of good brand awareness or a sign of poor tracking. To reduce direct traffic, one can add tracking parameters or tag URLs used in specific campaigns. Google’s Campaign URL Builder tool makes the process of tagging URLs simple.