What is direct traffic?
Google Analytics will categorize site visits as ‘direct traffic’ when the user arrived at your site via a direct link or a bookmark. But, one problem with this metric is that when google cannot determine how a visitor arrived at the page and has no referrer data or referrer information, it will automatically categorize that visit as a direct traffic attribution, which has the potential to throw off your SEO metrics and website traffic analytics reports.
Finally, a major source of direct traffic is attributed to “dark social” which are links exchanged via email, Facebook messenger, Whatsapp, Skype, email campaigns, LinkedIn messaging, and other mobile apps. Unfortunately, these links account for the majority of web page sharing and make direct traffic metrics hard to track reliably.