B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
30%
30% -- direct traffic share for Google Analytics client sites (GlowMetrics) (2021)
Direct traffic accounted for just over 30% of total traffic each month following February/March 2021 on the analyzed client site.
- Represents an example client site analysis by GlowMetrics illustrating the impact of ITP
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2021
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.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
GlowMetrics
Primary
Tier B
https://www.glowmetrics.com/blog/rise-in-direct-traffic-and-new-users-in-google-analytics-might-be-i… ↗
Source Article
Rise in Direct Traffic & New Users in Google Analytics? It Might Be ITP... - GlowMetrics
table of contents
Rise in Direct Traffic & New Users in Google Analytics? It Might Be ITP…
Have you noticed a significant increase in Direct traffic in your Google Analytics account recently? Maybe it’s coincided with a drop in Organic traffic? This is something we’ve seen happen quite significantly…
Original Research
GlowMetrics
· Original study ↗
Methodology
Agency analysis of client GA traffic channels; prior to Feb 2021 Direct was roughly 10% of total
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google Analytics client sites (GlowMetrics): 30% direct traffic share. Source: GlowMetrics (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/direct-traffic-share-30-percent-itp-2021
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<blockquote cite="https://lighthousedata.io/data/direct-traffic-share-30-percent-itp-2021" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- direct traffic share for Google Analytics client sites (GlowMetrics)<br><small>Source: GlowMetrics (2021) · <a href="https://lighthousedata.io/data/direct-traffic-share-30-percent-itp-2021" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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