Not so with direct traffic because unlike other sources, it doesnâ€™t work alone. Direct traffic is not really direct for two reasons. 1. The way all analytics tools work is that if they can’t identify the source, they will call the visit direct. 2. Even if it all really was direct – people typing the url in the browser bar, direct traffic is hard to analyze on itâ€™s own because something else always has to cause it to happen. You donâ€™t go typing in a URL in your browser without learning about that URL from somewhere else. You can never really know what initiated someone to come to the site directly. So direct isnâ€™t really a source, itâ€™s an action. A better label for direct would be unknown.
Direct being unknown is not necessarily a bad thing. Direct traffic should be used in conjunction with analyzing all other channels. All the work those other channels do will contribute to direct. This forces you to think of your siteâ€™s acquisition strategy in terms of an ecosystem rather than channels working in silos, independant of each other.