Many people assume that direct traffic analytics reflect the number of people typing in a URL or clicking a bookmark. But it’s not always that simple. Like any machine, Google Analytics 4 (GA4) has limitations. It can only classify traffic based on available data — leading to mysterious dips in organic traffic and spikes in direct traffic.
To clear the air, our strategy team decided to examine traffic attribution, key factors in misattribution and how GA4 services can help you refine reports. Here’s what we found.
How Google Attributes Traffic
Understanding direct traffic in Google Analytics 4 can get confusing without a website analytics agency by your side. The simplest way to start is by explaining how its attribution model works.
GA4 determines how to sort traffic sources by using various page elements, such as:
- UTM parameters. UTM parameters are tags present at the end of a URL. These snippets communicate where visitors came from (utm_source), how they arrived (utm_medium), which campaign they interacted with (utm_campaign) and other details such as the content (utm_content) or keyword (utm_term).
- HTTP referrer. The “referrer” is the webpage someone visited right before landing on your site. It tells your server where your visitor came from. For example, if someone searches for your brand in a search engine like Google and clicks a result that leads to that brand’s website, the search engine page is recorded as the referrer. This information is passed along in the background as part of the web request and helps websites understand how users are finding them.
- GCLID. Google Click Identifier (GCLID) is a URL parameter passed with ad clicks. This parameter is applied when auto-tagging is enabled in Google Ads. When available, GA4 uses this parameter to attribute traffic to a specific Google Ads campaign.
If none of the above information paints a clear picture, Google Analytics 4 will attribute traffic as direct. As a result, direct traffic analytics become the catch-all for unknown sources — including dark social.
What Contributes to Direct Traffic Misattribution
Traffic misattribution may be exacerbated by multiple issues present on your own site. Common problems we see with clients of our GA4 services include:
Session source locking
GA4 attributes traffic based on the first known source of the session. “Session source locking” means that the initial traffic source/medium is locked in for the entire duration of a session, even if the user returns via a different source.
For example, a user may initially click on a Facebook ad for your website and leave. Minutes later, they may type in your link directly — but the entire session will be attributed to Facebook instead.
This is a deviation from GA4’s predecessor, Universal Analytics (UA). UA would split sessions upon new traffic sources, but GA4 maintains the original session source — providing a more stable but sometimes misleading view of how a session originated.
A lack of security certificates.
Ever notice how some URLs start with “http,” and others start with “https?” The “s” indicates that an additional security layer is present to encrypt data between your browser and a website, making it secure for sensitive info like logins and payments
If your website does not support this security protocol, it may pose problems for traffic attribution. For example, if a secure website (HTTPS) links to a non-secure site (HTTP), the browser will block referral information for security reasons.
Cookie consent
Previously, users passively gave all websites permission to access their “cookies.” However, this raised concerns about user privacy — prompting regulatory changes. Today, websites must explicitly ask for permission via cookie consent banners.
However, these banners may change traffic reports in the following ways:
- If users opt out of all cookie permissions, GA4 can’t set key visitor identifiers.
- If the source cannot be identified, it gets lumped into direct traffic in Google Analytics.
- Organic search traffic may appear to decline in GA4, even though the volume remains the same.
Missing UTMs
If UTM information is missing or stripped from certain traffic sources, traffic will immediately default to direct — even if they came from paid search campaigns, email campaigns, social media links or referral websites.
This happens because:
- Apps (Facebook, Instagram, WhatsApp) may break tracking when opening links.
- Security protocols limit the transmission of UTM parameters.
- Redirects may remove UTM parameters.
- Non-web documents, such as PDFs, may not link correctly.
How Paradigm Clears the Air
Misattribution of direct traffic analytics creates a ripple effect of skewed performance reports and misinformed budget decisions. The very foundation of your digital strategy may be shaky — making it difficult for you to truly know which channels drive results.
Paradigm New Media Group is a website analytics agency that ensures your website reports reflect reality. Our strategists deliver custom website analytics reports that:
- Identify high-performing campaigns and channels.
- Track ROI across all marketing activations.
- Reduce risk of wasted ad spend.
- Build a stronger foundation for scalable strategies.
Start unlocking a clearer picture of performance — contact Paradigm to schedule a consultation for GA4 services today.
