Why are some leads marked “direct”?
What “direct” attribution means and how to reduce it.
A lead is marked direct when iTracker360 can't see where the visit came from — there are no campaign parameters in the URL and the browser didn't report a referring site.
Common causes
- Someone typed your URL or used a bookmark.
- The visit came from an app (an email client, a social app) that strips the referrer.
- A link went from a secure (HTTPS) page to a non-secure (HTTP) page, which drops the referrer.
- The visitor cleared their cookies between the first visit and converting.
How to reduce it
- Make sure the snippet is on every page so first visits are always captured.
- Serve your whole site over HTTPS.
- Add UTM parameters to the links you control — email, social posts, ads — so the source is explicit even when the referrer is missing. The URL Builder makes this easy.