Direct Traffic

Rockerbox will define a conversion as being driven by "Direct Traffic" if there were no other marketing touchpoints that led a user to convert.

Example 1:

Path to conversion is Search->Facebook->Direct->Conversion. This would be reported out as:

  1. Search
  2. Facebook
  3. Conversion

In the above scenario, conversion credit would only be distributed between Search and Facebook.

Example 2:

Path to conversion is Direct->Conversion. This would be reported out as:

  1. Direct

In the above scenario, conversion credit would be assigned 100% to the direct touchpoint.

Applying Attribution Credit to Direct Traffic


Example 1:

Path to conversion is Search->Facebook->Direct->Conversion. Conversion credit would be allocated as follows:

  • First Touch: Search receives 100% of conversion credit
  • Last Touch: Facebook receives 100% of conversion credit
  • Even Weight: Search and Facebook each receive 50% conversion credit respectively
  • Statistical: Search and Facebook get X% and Y% of conversion credit, based off the model. X+Y=100%

Example 2:

Path to conversion is Direct->Conversion. Direct would get 100% of the conversion credit regardless of attribution methodology. This means that when analyzing Direct as a channel, the result is the same regardless of attribution methodology as Direct only includes users that engaged with 0 non direct marketing touchpoints.

Reducing Direct %


Reducing Direct Traffic gives you more insights into your marketing impact on user actions. You can use the following tactics to reduce Direct for your conversions.

Map Eligible Traffic

A potential Marketing Event will be treated as Direct if either of the following are true:

Review all URLs that are classified as Direct and see if they are classified correctly. It's quite common for there to be URLs that should be mapped to a channel.

Less common are URLs that are excluded as marketing events but should actually be included. For example, Rockerbox has default Channels > Exclusions for many payment providers. This is so that a checkout flow that redirects to a payment providers website doesn't count as a marketing event. However, you may have a partnership with a payment provider where they refer traffic back to your site. You would not want to exclude those referrals.

Add more Marketing data

Your customers might have heard about you from a channel that isn't tracked through your current setup. In that case, adding more marketing data will reduce Direct. Examples include:

Add more User data

Passing user data to Rockerbox more frequently can help identify users. These tactics include:


Did this page help you?