Have you ever found the perfect BuzzFeed quiz, Which Bachelor Contestant Would You Most Likely End Up With? but decided that not all your Facebook friends needed to know your results, so you messaged the quiz to your co-worker through G-chat?
If that is something you have done, then you have participated in dark social. Dark social is a private conversation, a lot of times happening through email, text and social apps and involves sharing a link to a piece of content from a social channel through one of these platforms. What makes it dark is that the referral can’t be tracked. It looks like people are heading straight to your website and reading content there but that may not be the case, they are getting there in a way most analytics platforms can’t track. Continue reading “Give Dark Social Some Light”