Dark Social is a term used to describe all the online sharing that occurs in private such as email and instant messaging.
For example, sending a private recommendation to a friend via iMessage, that lovely recipe using Facebook Messenger, or an email you send to a friend about an offer you came accross saw on a website.
When a person clicks a link to your website from Twitter, Facebook or LinkedIn, your analytics software will tell you exactly where that visitor (and buyer) came from.
However, Dark Social activity is not traceable; it’s often found in one bucket on your Web Analytic platform as “Direct”.
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