If you've noticed more direct trafficin the sources report than expected, understand how HubSpot categorizes traffic as direct traffic and check the other reasons why this may have caused more direct traffic than expected against your own experience.
Criteria for traffic data to be categorized as Direct Traffic
HubSpot will categorize visits and contacts as Direct Traffic if any of the following criterion are true:
The referring URL of a visit is an identified mail domain or RSS reader.
The referring URL of a visit is empty because a visitor typed your website URL into their browser directly or the referring information is otherwise lost.
The referring domain has SSL (https://), but your domain does not. In this case, the referrer is dropped and this traffic will be categorized as Direct Traffic.
A contact submitted a HubSpot form on a page without the HubSpot tracking code. The system recognizes that the form submission came from a website visit, but will not be able to categorize it without the tracking code on the page.
Filtered IP addresses were removed or changed. If an internal IP address is unblocked, direct traffic can increase.
Changes in cross-domain linking could cause an increase in direct traffic. For example, if you remove a domain from your site tracking settings, HubSpot won't have the same ability to categorize consecutive sessions between your tracked domains.
Source tracking in HubSpot emails may be disabled. If Add source tracking tags to all URLs is not selected, tracking parameters will not be added to links in HubSpot marketing emails and all visits from these emails will be bucketed as Direct Traffic.
Emails were sent from a non-HubSpot email service that does not include tracking on links clicked in the email. Without any source tracking parameters, visits from these emails are bucketed asDirect Traffic.