How to reduce direct traffic in Google Analytics


In this post I talk about how to reduce the percentage of direct traffic to your website, with something as simple but effective as tagging URLs.
I also share a template to generate the tagged URLs and a namimg guide
Labeling a URL consists of adding a series of parameters that allow you to collect more information about the use or origin of the link that contains this URL.
If you work with measurement tools like Google Analytics, one of the most useful reports is the one that tells you the traffic origin of your website or your mobile application by metrics of acquisition, behavior and conversion.
Knowing from which channel or media comes new users, those most interested in the content of your website or those who buy, you will distribute your marketing budget in a much more profitable way . With this information, you work based on data in the context of your experience and knowledge of the sector and your company, not according to opinions or intuitions.
What is Direct Traffic for Google Analytics?
According to the Analytics Help : the Direct channel collects " Sessions in which the user has written the URL of the website in the browser or has reached the site through a bookmark (ie, source =" (direct) "and medium = " (Not set) " or " (none) "). "
However, in addition to these two situations, most of the direct traffic corresponds to the so-called "Dark traffic" or Dark traffic , named for the difficulty to know its real origin. In fact, all visits in which Google Analytics can not identify its medium, source or channel, classifies them as Direct traffic.
Possible Dark traffic visits come from:
Apps : the shared and clicked links from mobile apps to websites
Documents : the links that are clicked from a document: pdf, word, powerpoint, ...
Messaging applications : shared links and clicks from a WhatsApp message or
Email : links in emails and newsletters, including the corporate ones that appear in the firms' signatures
Search engines: some search engines access pages remembering urls from previous visits, so the second visit is made directly
Anonymized search engines: some search engines and applications (not the main ones) are configured to hide the origin of the visit
Redirects: the page has a permanent 301 redirect that eliminates UTM parameters
Intranet : the link is on a page within an intranet
Https : links from an http page to a secure page htpps
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What to do to avoid Dark Traffic?
The truth is that you will not be able to avoid all the dark traffic, but you can minimize it, especially in actions that cost you money and time , such as mailing, an affiliate network or social media campaigns.
Luckily, to reduce visits by direct traffic, you have an easy and simple solution : add to the URL that links to your website three parameters that tell Google Analytics from which channel or media, source and campaign comes the visit. And there are still 2 more parameters in case you have for example the link in a sentence and an image and you want to differentiate them or if you want to distinguish between two keywords.

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