29 Apr '16, 11pm
Dark Social: Report on the Social Traffic Hiding from Google Analytics
The first time I heard the term “dark social,” I immediately envisioned some wizard sitting cross-legged in a tapestry cloaked bedroom, surrounded by slow-burning candles, a cloud of incense smoke, with different sized crystals. It turns out dark social has nothing to do with magic, but it can cause a real headache for social media marketers trying to report on their hard work to clients. What is Dark Social? Dark social, a term coined by Alexis C. Madrigal in 2012, refers to URLs being shared by copying and pasting. For example, you’ve discovered a post on kitchen renovation tips through Pinterest and email it to your sister. Or, you’ve stumbled upon a top Nashville restaurants list on Facebook and shoot it over to your friend via Messenger. Native mobile apps, email, and chat are the three primary sources of dark social traffic. Why Does it Matter? According to a RadiumO...