Here is what most B2B marketers ignore How Direct Traffic & Paid Media Spend correlates over time. In our analysis, we've seen as much of 40% - 60% of direct traffic be strongly correlated with paid media spend. What does this mean for you? • Post-cookie world challenges: Cross-device usage and privacy measures make tracking the true traffic source harder. • Non-linear relationship: The connection between paid media spend and direct traffic is often exponential, not linear.