B
Evidence Grade B
Graded
under review
Safe to Cite
Dated
36%
36% -- direct traffic share for Google Analytics 4 (GA4) accounts (2022)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
36%
Unit
Percentage
Data Vintage
2022
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
Orbit Media Studios
Primary
Tier B
https://www.orbitmedia.com/blog/direct-traffic-google-analytics/ ↗
Source Article
Direct Traffic in GA4: What It Really Measures (and 10 Ways to Increase It) | Orbit Media Studios
I’m in a client meeting. We’re reviewing Analytics. They notice a lot of “Direct traffic” and they ask me what it includes. I start explaining …and they are surprised by the answers.
This isn’t unusual. I’ve found that a lot of marketers don’t fully understand what it includes or appreciate its valu…
Original Research
Orbit Media Studios
· Original study ↗
Methodology
Across 145 Google Analytics accounts
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google Analytics 4 (GA4) accounts: 36% direct traffic share. Source: Orbit Media Studios (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/direct-traffic-share-ga4
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<blockquote cite="https://lighthousedata.io/data/direct-traffic-share-ga4" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>36%</strong> -- direct traffic share for Google Analytics 4 (GA4) accounts<br><small>Source: Orbit Media Studios (2022) · <a href="https://lighthousedata.io/data/direct-traffic-share-ga4" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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