Web traffic in google analytics is never an exact science. Many times GA does not know where to report referral traffic. It could be filed under DIRECT when ad traffic is coming from mobile or many times we see some traffic being filed in OTHER. To review, this go to Acquisition > Overview and the top channels appear. Then in the top channel  listings, you can click on OTHER and it may show more specific campaign results with UTM codes and others like display, native, etc.

For more resources on google analytic traffic visit these links below.

http://support.vicimediainc.com/qa_faqs/how-is-mobile-conquesting-traffic-labeled-in-google-analytics/

http://support.vicimediainc.com/qa_faqs/problems-with-utm-codes-google-analytics/

http://support.vicimediainc.com/qa_faqs/why-google-analytics-and-your-click-reports-dont-match/

http://support.vicimediainc.com/qa_faqs/where-is-my-mobile-ad-traffic-shown-in-google-analytics/

http://support.vicimediainc.com/qa_faqs/does-google-analytics-or-utm-code-tracking-work-with-mobile-conquesting/

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