If you have ever tried to measure word-of-mouth traffic, you know how frustrating it can be.
您有一种偷偷摸摸的感觉，即您最近的播客广告，活动赞助或增加在特定的懈怠社区的参与会导致更多的品牌知名度和销售，但是您不确定。
那就是在Google Analytics（分析）中更仔细地查看您的直接流量时，可以帮助您确认或否认怀疑。
在这篇文章中，我们正在仔细研究您可以通过分析Google Analytics（分析）直接流量来了解品牌的知识。
What Does Direct Traffic Mean?
If you are new to Google Analytics, then you might think直接流量只是在您的品牌/URL中打字的访客。尽管这确实构成了很多直接流量，但这远非唯一的原因。
Additional看到直接流量的原因include big press mentions, dark social traffic (from places like Slack communities, Whatsapp, etc.), improper pixel setup, incorrect cross-domain tracking, spambots, and more.
So, it should come as no surprise that 60% of the marketers we surveyed pay a lot of attention to direct traffic. Paying attention to direct traffic can tell you what’s working as well as help you spot potential problems early.
Is Direct Traffic Good or Bad?
关于直接流量是好还是坏，我们的大多数受访者（73.33％）认为这是好的，应该增加。
“直接交通意味着人们直接在寻找您的品牌，” Claire Westbrook说LSAT Prep Hero。“If you see an increase in direct traffic, it means your message is resonating with your target audience.”
Ali Saeed of阿里代理说,“你会发现,那些直接类型哟ur website’s address are the ones most likely to purchase your products or services. This is because they have previously purchased from you and so remember the website well, making them more likely to purchase again from you. Thus, increasing direct traffic is essential within both B2C and B2B industries.”
Dan Ni ofMessaged.com补充说：“这是一个误解，即直接流量是一件坏事，但这有时仍然是不可避免的。如何管理它更重要，因为这对您来说可能是一件积极的事情。”
And, 23.33% of respondents believe that direct traffic should be decreased.
For instance, Emma Cimolini ofRoutificexplains, “Direct traffic can be driven by an infinite number of user behaviors — the more data we have on specific traffic sources, the better.”
Sasha Matviienko ofCitadeladds, “I think, in Google Analytics Direct traffic says pretty much “we don’t know where this user came from”. That’s why every business should aim to have as much clarity as possible.”
PRO TIP: Want to Save Time Creating Your Google Analytics Traffic Dashboard?
Yes, you can DIY in Google Analytics, but what if you would prefer a simpler, easier route? After all, once you learn how it’s done, you still have to choose the right metrics and design your dashboard to answer the important questions your stakeholders have, for example:
- How many people are visiting my website?
- 哪些来源吸引了我网站的最多网站流量？
- Which websites refer the most traffic to my website?
- Which social networks drive quality traffic to my website?
- Where are my website visitors located?
and more…
Now you can benefit from the experience of Google Analytics experts, who have put together a greatDatabox templateshowing all the most important website traffic KPIs. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
With thisGoogle Analytics（分析）仪表板，您可以快速了解谁访问您的网站以及诸如：
您只需单击几下即可轻松设置它 - 无需编码。
要设置仪表板，请按照以下3个简单步骤：
步骤1：Get the template
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Step 3:Watch your dashboard populate in seconds.
4 Things You Can Learn About Your Brand by Analyzing Direct Traffic in Google Analytics
无论您对直接流量的感觉如何，都无可否认，您可以通过分析此流量来学习一些东西，例如：
1. Measure brand awareness
品牌意识是模糊的度量标准. Looking at your direct traffic can help you better quantify if brand awareness is increasing.
“The number one thing I’ve learned by analyzing our direct traffic is how our paid advertising and organic efforts are resulting in brand recognition and growth,” says Evan Tarver ofSelling Signals.“When analyzing paid or organic traffic, there’s no way to measure brand equity growth. With direct traffic, however, you can use it to assess the growth and recognition of your overall brand and how your paid and organic efforts are resulting in evangelist or word-of-mouth marketing. Direct traffic is also a helpful measure when conducting marketing that isn’t easy to track, such as holding an event or paying for a conference booth, results in traffic to your website.”
Kas Szatyłowicz ofV7补充说：“我的关键学习是：直接流量很少是“直接”。您的品牌是您的名片，有98％的人会在决定成为您的客户之前进行研究。
Upon analyzing V7’s direct traffic in Google Analytics, I’ve understood the true power of the multi-touch归因模型. It’s imperative that you don’t just let things flow—be diligent about analyzing the true source of your traffic. Some people might come across your brand months before actually converting. They could have seen ads, a webinar, or social media posts before actually typing your website’s URL in their browsers. Personally, I’ve learned that a big chunk of V7’s direct traffic comes from dark social sites such as Slack and Discord communities—and that helped us double down our efforts on staying more active and attracting even more potential users.”
它还可以帮助您确定潜在的障碍，以增加口碑的流量。
For instance, Roy Morejon ofEnventys Partnerssays, “It may sound silly, but one of the things we learned about our brand is how much people struggle to properly spell our name, Enventys Partners. Direct traffic often stems from type-ins, where people simply enter your URL into their browser. We weren’t getting much direct traffic from type-ins, which honestly didn’t bother us, but when we did some detective work we realized that people struggle with ‘Enventys’, leading to almost no direct traffic from type-ins. It was an interesting and important thing to realize about our brand.”
2. Learn more about user paths
It is not enough to know that you are getting more direct traffic. You also should know what they are doing on your website after they get there and how it may differ from users coming from other channels, like paid ads, or organic social media.
“Essentially in the case of direct traffic, the most important thing to focus on is what our visitors do on our site while they’re visiting,” says James Shalhoub ofFinn.“This information helps shape how I brand my company and how we design our website by showing where people spend the most time. On top of that, these visitors who browse our site represent an important majority of traffic we observe when strategizing for our conversion rates–especially when they are deciding to buy our products–so those analytics clearly impact our sales strategy.
Without a doubt, some of our most valuable customers come to our website directly to purchase products. Obviously, there is spam mixed into these numbers, but we can eliminate most of them by looking at our bounce rates. The rest might be there to browse, read an article, or look for an answer to a question!
Either way, we shape our brand around what is most engaging.”
Related:用这6个提示，从Google Analytics（Google Analytics）的行为流报告中获得最大收益
3.确定用户的内容首选项
If you get a lot of direct traffic to your blog, podcast, or other assets, you can learn what types of content perform the best for your desired goals.
“Direct traffic isn’t a bad thing,” says June Escalada of Photoshop Buzz. “In a way, it shows that my content is helpful, that’s why users save it in bookmarks. These users could be my fans or even subscribers.
So from analyzing direct traffic in Google Analytics, I can see popular pages that attract direct traffic. From there, I can see more data and learn more details about each page.
例如，我可以看到哪种类型的内容用户花费更多的时间，什么吸引新用户以及带来更多互动或参与度的内容类型。了解您网站的流行类别也有助于创建新的内容和营销活动。
通过分析页面吸引指挥交通, I can also see some weaknesses of the pages. For example, some pages can have a lot of page views but a low conversion rate or average time on screen. In this case, I’ll need to come up with ideas to increase engagement. These data can be very important to consider because you can优化流行页面to attract more traffic.”
例如，Alex BuchnevPaddling Space，补充说：“从分析Google Analytics（分析）中的直接流量，我了解到我网站上的文章分析了产品并将其与其他产品进行比较是我访问量最多的页面。消费者会在使用本文的直接链接进行购买之前先仔细阅读这些内容。这些知识鼓励我将这些文章置于营销方面的优先事项之一，从而对桨的特征进行了深入的分析，但以某种方式写成，即使是首次购买桨的人也可以理解。”
Related:7 Actionable Ways to Improve Website Traffic Quality
4.查看人们返回您的网站的频率
Since重复访客客户倾向于以直接流量出现，直接流量可以告诉您人们返回网站的频率。
“We were actually surprised how many of them are recurring and how loyal most of our readers base is, as we don’t have a login area so we solely depend on these metrics tobetter understand our readers,” says Benjamin Talin ofMoreThanDigital.“特别是在MoreThanDigital已经演变为一个吧ldwide leading digital initiative we long underestimated the need of the recurring users, the flow they had, and why they returned.”
斯蒂芬·库里（Stephen Curry）Cocosign补充说：“分发链接时，我们使用标签。在构建报告的同时过滤出那些标签，这使我们发现我们已经从重复的客户和推荐人那里获得了大量的直接流量。
Almost 43% of direct traffic comes from referrals and 30% from repetitive customers (as they directly convert) while we are getting only 27% from unknown resources. Looking at the referrals system we are planning to increase the deals for our referrals to increase the conversion rate.”
监视和分析Databox中的直接流量beplay体育appios
From measuring brand awareness to analyzing user behavior and content preferences, there is a lot you can learn from analyzing your direct traffic in Google Analytics. Connecting your Google Analytics account in Databox takes seconds, and it allows you to monitor your website traffic faster, alongside all of your most important sales and marketing metrics.Get started for free today.
