Dark social refers to traffic from links shared privately through messaging apps, emails, or direct messages, which are harder to track. This form of sharing is challenging for marketers to measure with traditional analytics.
Why dark social matters
As more people share content privately, dark social has become a significant traffic source, offering insights into audience preferences and behaviors outside of public platforms.
How to measure dark social?
Tracking dark social often involves using custom links or UTM parameters to better understand private sharing and its impact on brand engagement.