4 min read
The Direct Conversion Black Hole: Why 40% of Your Revenue Is Untracked (And How to Fix It)
Open your Shopify or GA4 dashboard right now and look at the percentage of conversions listed under the 'Direct' channel. For most brands, especially those not yet using true multi-touch attribution, that number sits painfully high: 30%, 40%, sometimes more. This is the Direct Conversion Black Hole, and it’s one of the biggest silent killers of marketing ROI.