If Google Analytics 4 (GA4) is showing a large amount of “direct” traffic, chances are it’s not actually direct.
Many Shopify merchants run into this problem—and it usually means something is missing or broken in the tracking setup.
“Direct” traffic simply means GA4 didn’t capture where the visit came from. This often hides important info about your real marketing performance.
Why So Much Traffic Shows as “Direct”
- UTM parameters are missing from ads, emails, or links
- Cross-domain tracking isn’t properly set up
- Redirects are stripping tracking data
- GA4 tag is missing on some pages
- Multiple tags are firing at once, causing data conflicts
All of these issues can lead to lost source data—and misattributed orders.
Learn more about the causes of GA4 showing too much direct traffic on Analyzify hub.
How Analyzify Fixes It
Analyzify’s server-side tracking is designed to fix this. It records the real source of your orders and sends that data to GA4, even when browser tracking doesn’t work.
Here’s what it gives you:
- Accurate purchase-level attribution (up to 98% accuracy)
- First-party data collected directly from your Shopify store
- Cross-domain tracking that keeps customer journeys intact
- Smooth setup—no coding needed
- Works even when ad blockers or redirects get in the way
If you want to learn more about the subject, read further on knowledge base:
