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April 16, 2008

Quick Analytics Tip: Segment Direct Traffic

By Alex Cohen

This is Alex Cohen from Digital Alex.  I'm back for another quick analytics tips--simple and actionable advice to help you analyze your site better.

In this tip, I'm talking about segmenting direct traffic, also known as typed/bookmarked traffic.  These are visitors who came to your site without first visiting a search engine, another site or some marketing tactic.

If you want to get a better sense of what content is driving these people to return to your site, look at the entry pages for direct traffic.

Take my site for example, here's where my Direct Traffic landed in the last 7 day period:


If you can read that aliased picture (Typepad, argh!), you'll see that my article about tracking Yahoo paid search in Google Analytics drove the most people after my homepage.  Given this is a reference article with lots of how-to information, it's likely these people are coming from bookmarks.

To get this data in Google Analytics, you must:

  1. Go to Traffic Sources
  2. Click on "Direct Traffic"
  3. In the Segment option (under the chart) choose "Landing Page" from the drop down menu

And you're all done! 

If you liked this tip, check out my article on campaign tagging with Google Analytics.



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