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The Direct Conversion Black Hole : 40% Untracked Revenue
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The Direct Conversion Black Hole : Why 40% of Your Revenue Is Untracked
Open your Shopify or GA4 dashboard and look at your "Direct" channel. If it is showing 30 percent or higher, you are probably losing the trail on a large share of your revenue, and it is costing you more than you think. It is tempting to read a big Direct number as a sign your brand is so strong that people just type in your URL. Unless you are a household name, that is a comforting fantasy. Marketing drove most of those sales. You just cannot see which marketing, and that blind spot has a name: the Direct Conversion Black Hole.