About the session
If "direct / none" is your second or third largest channel, you don't have a direct traffic problem — you have a tracking problem. That bucket is a catch-all for traffic your attribution model can't explain, and it's quietly distorting every budget decision you make.
This live webinar will show you what's hiding inside direct, how to recover attribution for most of it, and what to do with the remainder.
What to expect
Live attribution webinar
Hosted by Barbara Galiza and Timo Dechau. We'll break down the real causes of direct traffic inflation and walk through practical fixes for each one. The session is half presentation and half live Q&A.
Understand what is actually hiding inside your direct bucket
Learn which causes of direct traffic are fixable and how
See what a healthy attribution breakdown looks like in practice
Ask questions about the direct traffic you see in your own reports
What we'll cover
From "direct / none" to actionable attribution
We'll go through the most common reasons direct traffic is inflated and explain how to recover attribution for each. You'll learn how to identify and fix:
- UTM stripping caused by redirects, shortened links, and referrer policies
- Cross-device and cross-browser sessions that break the attribution chain
- Dark social traffic from messaging apps, email clients, and mobile apps
- Missing campaign parameters on paid and owned media links
- Residual true direct and how to size it without over-attributing
The goal is to give marketers a clear picture of which channels are actually driving results — so budget decisions are based on evidence, not guesswork.
Who it's for
Built for the people making budget decisions
Marketers
Performance marketers who suspect their attribution reports are hiding where conversions are really coming from.
Analysts
Data and analytics professionals who maintain attribution models and want to reduce unexplained traffic.
Growth Teams
Anyone whose reporting shows direct as a top channel and needs to explain it — or fix it — to leadership.
No coding knowledge required. Just experience working with marketing analytics and attribution reports.
Event details
Mark your calendar
Date
TBD
Time
TBD
Duration
60 minutes
Format
Live webinar
Half presentation, half Q&A
Spots available
50 participants
Waitlist available
Hosts
Barbara & Timo
Why "Beta"?
We're testing a new, interactive format. This beta session is limited to 50 participants so everyone gets the chance to ask questions.
We'll notify attendants up to one week before the event.
About the hosts
Barbara Galiza
Barbara started her tech career as a growth lead in different startups. She then spent nearly 10 years as an independent consultant, helping companies improve marketing performance with data initiatives. She writes about marketing measurement and analytics at 021 Newsletter.
Timo Dechau
Timo started his career in building products at some of Europe's fastest-growing companies before focusing on product and marketing measurement. He has spent the last several years as an independent consultant, helping data and marketing teams build strategic measurement systems.