I’ve used GA for over a decade and cannot determine what is going on with our analytics. All of our Google Organic traffic is being misattributed as Direct traffic. Using live view, I can recreate an organic search, click the link, and see the real-time view show it as direct.

Our GA tag is fired through Segment which I suspect is the problem. Unfortunately, our engineering department is unable to provide much support in tracking down the problem.

Any thoughts on what would cause organic traffic to be attributable as Direct? All of our other traffic (paid, social, referral, etc) is tracked correctly. If it matters, our CMS is Contentful.