As Google, Facebook, Twitter, and other sites implement https the referral data in analytics tools is becoming less accurate, e.g. HTTPS traffic comes with a blank referer and appears as direct traffic.
How big of an issue is this for you as a business owner or marketer and how do you work around this issue? Does anyone have any insight into how companies in analytics space are dealing with this issue and if there is any hope?
p.s. I got a spike in "direct" traffic the other day against seasonal pattern and it's really annoying to not be able to tell where the extra clicks came from.
EDIT: Yes, I understand that HTTP_REFERER is what's missing and understand the technical limitations. Since we (site owners) can't make big sites pass extra info to us via URL parameters I was wondering how others are dealing with this.