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Into the Great Unknown: Understanding and Leveraging Dark Social Traffic

Into the Great Unknown: Understanding and Leveraging Dark Social Traffic

The term “Dark Social” was originally coined back in 2012 by Alexis C. Madrigal of The Atlantic, to describe “untrackable” social content sharing through means like email, instant messages and even mobile applications. Dark Social traffic represents the sharing activity via private digital communication channels exclusive of referral headers and as a result, cannot be tracked by analytics tools. Most web analytics tools categorize Dark Social traffic as Direct, meaning grouping these content sharers together with users who reached a webpage by typing an exact page URL.

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