Full Answer

Why Direct traffic inflates: When GA4 can't determine traffic source, it defaults to "Direct." This happens when: 1. UTMs stripped during redirect: User clicks ad with UTMs, redirect drops them 2. Cookie expiration: User visited via ad, but cookie expired before purchase 3. Safari ITP: Cookies capped at 7 days (24 hours from classified tracking domains) 4. Ad blockers: GA4 script blocked, no tracking at all (shows as Direct or nothing) 5. Dark social: Links shared via messaging apps without referrer The reality: Much "Direct" traffic is actually paid or...