Dáva Zmysel

[dah-va-zmee-zel] noun.

The answer to accurate tracking. Move away from unreliable UTM tracking, click tags or wherever you think is working today.

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Accurate, real-time tracking

Non-disruptive integration

Tailored for your business

Superior campaign optimisation

Your tracking is NOT tracking!

When was the last time you validated your data?

Let’s Imagine you run a new campaign, and you're planning to send out brochures to potential customers. You hire a delivery service to distribute 100,000 brochures around the city. You’ve designed different versions of the brochure for different creatives, and you want to track how each performs.

After the brochures are sent, you ask for a report:

How many brochures reached each group?
Which areas responded the best?
Which ad creative performed best?

The delivery company, however, returns with vague information: "Well, we delivered most of them, but we’re not sure where 40% went." And then you said “Oh, that's ok… Here is my credit card anyway” 🙂

In what world would that be ok? If someone told you that you’d tell them to put down the crack pipe and give you a refund. If you are not the one paying for ads, but using the company credit card, you need to confess to your boss right now, because the world is about to change.

And, if you’re using Google or Adobe Analytics and see “direct traffic” we just need to make sure you know...

Direct traffic is NOT direct

You’ve probably seen the term "Direct Traffic" in your analytics reports. At first glance, it seems simple: these are the users who typed your URL directly into their browser, right?

Wrong. In reality, “direct traffic” is actually a catch-all term that your analytics platform uses when it doesn’t know where the traffic actually came from.

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And, if you’re using Google or Adobe Analytics and see “direct traffic” we just need to make sure you know...

Direct traffic is NOT direct

“Direct traffic” doesn't mean users that typed your URL directly. It's actually a catch-all term that your analytics platform uses when it doesn’t know where the traffic actually came from.

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Why your analytics platform can’t always see the source:

1. Lost UTM Parameters

When links are shared via messaging apps, social media, or email, they’re often stripped, leaving your platform clueless and assigning visits to direct traffic.

2. HTTPS to HTTP referrals

Switching from a secure site (HTTPS) to a non-secure one (HTTP) drops referrer data, causing your platform to mislabel the source as "direct".

3. Private browsing & privacy settings

Incognito browsing or strict privacy settings block tracking, so even visits from Google or email links end up in the direct traffic bucket.

4. Bookmarks or saved links

Bookmarks or saved links often appear as direct traffic due to missing referrer data, though they likely originated from a specific campaign.

5. Native apps (social media, email...)

Apps like Facebook, Instagram, and Outlook often strip referrer data, leaving your platform to misclassify these visits as direct traffic.

What does this mean for you?

Direct traffic is a blanket term that hides real insights. Visitors classified as "direct" could be coming from:

Shared links on social media.

Untracked campaigns (UTMs were stripped/missed).

Email newsletters without proper tracking.

App links that don’t pass referrer data.

In short, direct traffic is not direct at all — it’s unidentified traffic that your tracking platform can’t attribute.

Why relying on UTMs and Third-Party data is holding you back

Since the internet's early days, marketers have used cookies and UTMs to track traffic sources and user engagement.

These tools were revolutionary at first, but privacy regulations, cookie deprecation, ad blockers, and privacy-focused browsers have made UTMs unreliable, leaving significant gaps in user tracking.

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The Solution: Unique Landing Pages

Here’s where unique landing pages come in. Instead of relying on UTMs that can be stripped or lost, each source, medium, or ad creative gets its own dedicated landing page. This means:

Every visit to that page is automatically tied to the specific source or ad, without needing referrer data or UTMs.

You eliminate the ambiguity of direct traffic because you know exactly where visitors are coming from.

Why traditional tracking falls short

Most marketers rely on methods like UTM parameters, ad pixels, and referrer data to track the effectiveness of their campaigns. These methods can work—but only if everything goes perfectly.

Unfortunately, in the real world, things often go wrong:

UTMs can get stripped when users share links or switch devices.
Pixels can be blocked by ad blockers or privacy settings.
Referrer data can get lost when people move from one site to another (especially from HTTPS to HTTP).

This leaves you with incomplete data. And what’s worse? Many of those visits end up lumped into a category you’ve seen in your analytics: Direct Traffic.

Remember: Direct traffic if NOT actually direct

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Introducing

The ultimate solution to rapidly create Unique Landing Pages at scale

Now, imagine if every campaign, ad, and source led to a unique landing page. Instead of relying on UTMs that can get lost or referrer data that may not be passed through, each source has its own destination.

With unique landing pages, there’s no ambiguity about where your traffic came from. You know exactly which ad, campaign, and medium drove each visitor.

SEE EXAMPLE

Why this is the future of tracking

As privacy regulations get stricter and third-party cookies are phased out, tracking is becoming more difficult. Ad blockers, privacy-focused browsers, and anti-tracking measures make it harder to rely on traditional methods like UTMs and cookies. But unique landing pages are future-proof:

Precise Attribution

Every visitor lands on a landing page specifically designed for the ad they clicked on. No more guessing whether it was a Facebook ad, Google search, or email campaign—because each page is tied directly to its traffic source.