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The issue you’re facing could be due to a number of reasons such as your tracking code not being installed properly, the other traffic types not having sufficient data, or maybe the source/medium information for your non-direct traffic is getting lost somewhere. First, ensure that the tracking code is correctly installed on all pages. Secondly, you should go to your Channels report in Google Analytics to see if there is indeed other traffic that is unaccounted for. If so, and the traffic is not insignificant, then it might be an issue of lost source/medium data. This can occuer due to factors such as redirects stripping this information or cookies getting deleted. You may need to check your website for such issues and correct them. It’s always best practice to thoroughly check your tracking setup when you see unexpected data or lack thereof.
