B
Evidence Grade B
Graded
under review
Safe to Cite
Dated
20%
20% -- direct traffic share for Website traffic (2023)
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2023
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Sources (2)
LinkUTM
Primary
Tier A
https://linkutm.com/glossary/direct-traffic ↗
Source Article
Direct Traffic: What It Is and Why It's High in GA4
Direct Traffic
Direct traffic is website visits that analytics tools cannot attribute to any known source. It covers people who type your URL or use a bookmark, but it is mostly a fallback bucket for visits that arrive with no referrer data. In Google Analytics 4, these sessions show up as (direct) …
Also cited by
2026-09-15
Original Research
LinkUTM
· Original study ↗
Methodology
Common benchmark for direct traffic share in total traffic.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Website traffic: 20% direct traffic share. Source: LinkUTM (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/direct-traffic-share
HTML Embed
<blockquote cite="https://lighthousedata.io/data/direct-traffic-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- direct traffic share for Website traffic<br><small>Source: LinkUTM (2023) · <a href="https://lighthousedata.io/data/direct-traffic-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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