Google Analytics Audit Test #

64

Healthy Ratio of Direct Traffic

Why It Matters:

Critical to understanding user/traffic attribution.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test assesses whether your Google Analytics data shows a healthy proportion of “Direct” traffic.

Direct traffic is expected—but if it makes up an unusually large percentage of sessions or conversions, it’s often a red flag.

It usually means Google Analytics is unable to identify the true source of traffic due to broken UTMs, redirects that strip parameters, or missing tags.

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In Google Analtyics, go to Reports > Acquisition > Traffic Acquisition.
    • Look at the Session default channel group and locate the row for “Direct.”
    • Review the percentage of sessions and conversions attributed to “Direct.”
    • A healthy baseline is usually under 20–25%, depending on the business.
    • If “Direct” is your top traffic or conversion source, there’s likely an attribution problem.
  • For deeper analysis, use Explore to cross-filter direct sessions by landing page or device to find patterns in the misattribution.

Automated, Free Audit

Want an instant read on whether your direct traffic ratio is healthy? Run our Instant Audit

Seeing too much “Direct” traffic? Hire a pro to track down the leaks in your attribution.

How To Fix

  • Audit your marketing links to ensure all URLs use full UTM parameters.
  • Check that UTMs are retained through redirects—especially on forms, shortened links, and vanity URLs.
  • Ensure the Google Analytics tag fires correctly on all landing pages.
  • Review email, SMS, and app links that may not have tracking or preserve referrer data.
  • Hire a pro to identify and repair the broken tracking paths that are hiding your real traffic sources.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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