(Direct) / (none)
is the bucket we put things in when we don’t have access to attribution data. It means either people visited your website directly (manually typing in the URL) or something outlined above dropped attribution.
(None) / (none)
traffic refers to visitors whose UTM source and medium values are both null
and therefore cannot be identified by Google Analytics.
If you’re seeing one these source / mediums as your largest attribution category, usually it means something can be improved!