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Granted it’s a study from 2014, but if anything I would argue the issue could only have become even more prevalent since then with the increasing usage of private messaging apps. For the UK, this figure increases to 75%. Secure browsing – If you click from HTTPS to HTTP the referrer won’t be passed on.Īccording to a RadiumOne study, almost 70% of all online referrals come from dark social globally.Messaging apps – WhatsApp, WeChat, Facebook Messenger, etc.Email – to protect users’ privacy, referrers aren’t passed.Some native mobile apps – Facebook, Instagram, etc.Here are some of the channels responsible for dark social traffic: it’s unlikely that somebody would type ‘’ into their browser.īut you can’t rightly expect an analytics platform to tell the difference.ĭark social is essentially the traffic that gets lumped into direct traffic in your analytics platform but actually comes from untrackable referrals. Which is kind of unfair, because it’s not really direct traffic, i.e. But links shared in this way lack referral tags, so when the recipient clicks on it their visit will show up as ‘direct’ traffic. Millions of people do this every day, sending lots of traffic to publishers. Think about it: you find an interesting article, you simply copy and past the link into a messaging app and hit send. If somebody clicks a link to your site from an open social platform such as Twitter, Facebook or LinkedIn, your analytics platform will tell you exactly where that referral came from (in theory).īut people are increasingly sharing links through private messaging apps such as WhatsApp or Snapchat, and continue to share through platforms such as email or SMS. In this post I’m going to further explain what dark social means, why it matters, and whether there’s anything marketers can do about it. 2022: New normals for digital marketing and ecommerce.E-Learning: Fast Track to Modern Marketing.Achieving Omnichannel Excellence Best Practice Guide.Ratings and Reviews Best Practice Guide.Third-Party Marketplaces Best Practice Guide.Direct-to-Consumer (DTC) Best Practice Guide.Machine Learning and Predictive Analytics.
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