Hello. I'm completely stumped. I hope this wonderful community of analytics gurus can help me diagnose the issue.
The day we launched Tealium, there was a significant and permanent increase in conversion rate and revenue attributed to the direct channel within Google Analytics. Visits remained primarily unchanged, even trending down as you can see here: http://i.imgur.com/l6Wf7rb.png.
Here's revenue increasing even as visits drop: http://i.imgur.com/zM08pcF.png
The frustrating piece is that no other channels showed significant change on that day. That same week, Google Analytics began overreporting total sales compared to our internal numbers. Previously we only captured ~95% of sales, now we're at 101-103%. Has anyone ever seen this before? Any ideas why direct would be the only channel to increase? I understand if all channels increased, but why only direct?
Tips, thoughts, questions are greatly appreciated.