Order & Journey Explorer
Direct & Unknown Traffic
Understanding orders without clear attribution sources
What is Direct Traffic?
Direct traffic refers to orders where customers arrived at your site without a clear referrer or UTM parameter. This often happens when:
- Users type your URL directly into the browser
- Users click bookmarked links
- Referrer information is blocked or missing
- Users come from secure (HTTPS) to secure connections where referrer is stripped
Unknown Traffic
Unknown traffic includes orders that cannot be attributed to any specific ad or campaign. This might occur when:
- Attribution data is incomplete or missing
- Orders come from sources not yet integrated (e.g., Google Ads, email campaigns)
- Multi-touch attribution hasn't been fully configured
Improving Attribution
To reduce direct/unknown traffic and improve attribution:
- Ensure all ads include proper UTM parameters
- Connect all advertising platforms (Meta, Google Ads, etc.)
- Use Attribo's tracking pixel on your site
- Configure first-party cookies for better tracking