The to redirect to pages with UTM parameters be meticulous. Get really good at campaign tagging Even amongst datadriven marketers I encounter the belief that UTM begins and ends with switching on automatic tagging in your email marketing software. Others go to the other extreme doing silly things like tagging internal links. Control what you can and your ability to carry out meaningful attribution will markedly improve. Conduct an Analytics audit Data integrity is vital so consider this essential when assessing the success of your marketing. Its not simply a case of checking for missing track code good audits involve a review of your measurement plan and rigorous testing at page and propertylevel.


Adhere to these principles and its often possible to achieve a dramatic reduction in America Mobile Number List the level of direct traffic reported in Analytics. The following example involved an HTTPS migration GTM migration as part of an Analytics review and an overhaul of internal campaign tracking processes over the course of about months But the saga of direct traffic doesnt end there Once this channel is clean that is once youve minimized the number of avoidable pollutants what remains might actually be one of your most valuable traffic segments. Analyze Or why direct traffic can actually be pretty cool For reasons weve already discussed traffic from bookmarks and dark social is an enormously valuable segment to analyze.




These are likely to be some of your most loyal and engaged users and its not uncommon to see a notably higher conversion rate for a clean direct channel compared to the site average. You should make the effort to get to know them. The number of potential avenues to explore is infinite but here are some good starting points Build meaningful custom segments defining a subset of your direct traffic based on their landing page location device repeat visit or purchase behavior or even enhanced ecommerce interactions. Track meaningful engagement metrics using modern GTM triggers such as element.