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Why direct traffic in GA4 isn’t what it looks like | ATDb

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Why direct traffic in GA4 isn’t what it looks like

Why direct traffic in GA4 isn’t what it looks like

MarTechMarch 9, 2026Dan TaylorRead original

Last updated Mar 9, 2026 by RSS Ingestion

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Direct traffic isn’t always intentional. In GA4, it often captures missing referrer data, untagged campaigns and AI-influenced visits. The post Why direct traffic in GA4 isn’t what it looks like appeared first on MarTech.