How it's calculated

This metric counts the number of conversions that are attributed to visits with no referring domain or UTM parameters that could be detected. In some cases, these visits happen when someone clicks a bookmark or types the URL for your website directly into their browser, and not from an ad (paid) or referral from another website (organic).

Direct also includes conversions that don't have impressions, clicks or visits in the conversion path due to missing signals. For example, if there are no impressions, clicks or visits in the conversion path, it could be because there isn't a pixel installed on your landing page, or impression and click tags haven't been set up.

Finally, direct includes conversions that can't receive credit because of the selected attribution model and window settings. For example, let's say that someone searches for your website, clicks on an organic link to your website and then converts. If you're using the last click or visit model and choose "don't credit any visits", then this conversion would be attributed to direct because the model will not consider any paid, organic or direct visit. If you don't choose "don't credit any visits", then this conversion would be attributed to organic.

Related metrics

• Paid
• Organic
• Conversions

Further reading

• About attribution
• About attribution models
• Analysing attribution results