What if I told you that Google Analytics was attributing a large part of your social media traffic to direct traffic – and that there was data to prove it?
In this article, we’ll dive into the findings of a recent study by SparkToro and explore six actionable tips to fix direct traffic attribution issues and improve your social media referral tracking.
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What is Direct Traffic in Google Analytics?
If you’ve ever used Google Analytics to track traffic to your website, you’re probably familiar with the term “direct traffic.” But what does it actually mean?
Many people assume that direct traffic refers to visitors who type your website’s URL directly into their browser’s address bar. While that is a common source of direct traffic, Google’s definition of direct traffic is actually much broader. According to the search giant, direct traffic includes any visitors who arrive on your site without a referring source that Google can identify.
This lack of clarity can make it difficult for website owners to understand where their traffic is really coming from, and how effective their marketing efforts are at driving visitors to their site.
In fact, a recent study by SparkToro and Really Good Data found that a significant portion of what Google Analytics identifies as direct traffic is actually coming from other sources, such as social media networks, that the platform is unable to attribute properly.
Is High Direct Traffic Bad for Your Website?
As someone who has worked with website analytics for years, I can tell you that not all direct traffic is created equal. It’s essential to understand the difference between accurately attributed direct traffic and misattributed direct traffic.
When most of your direct traffic is accurately attributed, it’s a good sign that your brand is memorable and your website is easy to access. However, if a significant portion of your direct traffic is misattributed, it can create problems.
What issues can inaccurate direct traffic attribution cause?
You won’t know how well your marketing is working: If your direct traffic numbers are too high, you might think your marketing is doing great when it’s actually not. This could lead to wasted time and money on campaigns that aren’t actually bringing in new visitors.
You might miss out on new sources of traffic: If your direct traffic numbers are too high, you might not notice when you start getting traffic from new sources. This could mean you’re missing out on opportunities to attract more visitors and grow your audience.
You could be ignoring potential customers: If you don’t know where your traffic is coming from, you might not be engaging with potential customers as effectively as you could be. This could lead to missed opportunities to build relationships and make sales.
Your reporting could be all messed up: If your direct traffic numbers are too high, your analytics will be all out of whack. This could make it hard to tell if your website is actually performing well, and it could make it tough to report to your boss or clients about how things are going.
In the next sections, we’ll dive into the key findings from SparkToro’s study on direct vs. referral traffic in Google Analytics, and offer tips on how to reduce misattributed direct traffic on your website.
How accurate is Social Media Tracking in Google Analytics? Key Findings from SparkToro’s Study
The SparkToro study uncovered some surprising numbers about how Google Analytics tracks social media referrals.
Here are some of the key findings:
- 100% of visits from TikTok, Mastodon, Discord, and WhatsApp were marked as direct traffic and contained no other referral information.
- 75% of visits from Facebook Messenger contained no referral information.
- Instagram messages, public LinkedIn posts, and Pinterest posts also missed substantial portions of referral data. (30%, 14%, and 12% respectively)
- A smaller amount of traffic was misattributed to direct by Reddit posts, LinkedIn messages, which are DMs, and Twitter DMs.
- YouTube, public Instagram profile links, public Facebook posts, and tweets appear to provide referral data in most or all cases.
I provide additional commentary and important considerations for these findings in my recap of the study, which you can watch here.
In summary, the SparkToro study revealed that a large portion of traffic marked as direct in Google Analytics was likely sent by social media networks, messaging apps, and other sources that are not properly attributed. This is a significant challenge for businesses that rely on these platforms to drive traffic and highlights the importance of understanding how direct traffic is defined and tracked in Google Analytics. In the next section, we’ll share six tips for reducing misattributed direct traffic on your website.
6 Tips for Reducing Misattributed Direct Traffic in Google Analytics
If you want to reduce the amount of misattributed direct traffic on your website and improve the accuracy of your analytics data, here are six tips to consider:
- Check your Google Analytics code: Make sure that your Google Analytics code is set up properly on your website to ensure that all data is being captured accurately.
- Track all relevant subdomains: Ensure that your Google Analytics is tracking all relevant subdomains by checking the property you set up in your dashboard.
- Avoid using vanity URLs: Try to avoid using vanity URLs for redirects, as these can sometimes cause direct traffic to be misattributed.
- Set up UTM parameters: Use UTM parameters to track your campaigns more accurately and to avoid misattributed direct traffic.
- Check your backlinks: Check your backlinks for websites that refer to you using a rel:no-referrer attribute, and consider reaching out to those sites or authors and asking them to allow the refer.
- Ensure your website is set up on HTTPS: If your website is not set up on HTTPS, referral data from sites that are on HTTPS will not be passed along, and traffic will be misattributed as direct traffic. Ensure that your website is set up on HTTPS by getting an SSL certificate. I cover Cloudways free SSL setup process in 20-Minute Website Setup: Amazingly Simple Tutorial
While this list of tips is not exhaustive, they can help reduce the amount of misattributed direct traffic on your website and improve the accuracy of your analytics data so you can make better decisions about your marketing strategy. If you’d like me to do a deeper dive on anything above, let me know in the comments.
To all the SEOs, SMMs, and small business owners out there who have ever doubted the impact of their social media efforts, let this study be a wake-up call. The data shows that a significant portion of traffic from social media platforms is being misattributed as direct traffic in Google Analytics, meaning you could be missing out on valuable insights into what’s really driving visitors to your site.
But don’t let that discourage you. By implementing the tips I shared earlier to reduce false direct traffic attributions, you can fix a lot of the attribution issues and have more accurate web traffic data.
Social media is a powerful tool for driving website traffic and building your brand, so don’t give up just because of bad data. And if you need help getting started or improving your social media outreach, be sure to check out my guide to digital doorknocking. It’s a free checklist that can help you make the most of your social media efforts and take your online presence to the next level.