Significant proportion of traffic comes from unknown sources
A major issue digital marketers face is the inability to understand the real sources of the website traffic, especially when a significant proportion of sessions and conversions are labeled as direct/none.
This happens, because of the limited lifespan of first-party cookies in the browsers like Safari, which leads to losing the connection between website conversions and user sessions from the original traffic source. That’s why you can’t correctly attribute conversions to sessions.
As a result, marketers had to act blindly when allocating ad budgets and missing growth opportunities.