Definition:
Dark Social refers to content that is produced outside of what can be measured by digital analytics programs. This occurs especially when a link is sent via online chat or email, rather than shared through a social media platform, where such referrals can be measured.
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In the event that content is shared through dark social,it is possible that the marketing employed on social media is not focusing on the type and quality of content may be overlooking a huge portion of social sharing.
A large portion of direct traffic is actually social dark, as it originates through a URL that has been shared, but is marked as direct through analytics tools. This actually comes from an email, a Whatsapp or a message sent from one user to another, without there being an effective way to measure it, since these URLs are not always accompanied by utm.
- SMS or chat: Text messages and native messaging apps like WhatsApp, Facebook Messenger, or Hangouts don’t pass referrers when someone clicks on a link.
- Email: Providers like Gmail, Yahoo, and Outlook have strict user privacy regulations. Activities such as click data do not pass a referral code.
- Native mobile apps: There are apps, such as Snapchat, that don’t have clickable links, so users have to type the link directly into the browser. In this case, this traffic can be attributed as direct traffic.
- Private and secure browsing: Browsing in Chrome incognito mode or using HTTPS won’t pass a referral code.
Frequently asked questions about Dark Social
What does Dark Social mean in digital marketing?
Dark Social refers to the concept described in this glossary entry: Definition: Dark Social refers to content that is produced outside of what can be measured by digital analytics programs. This occurs especially when a link is sent via online chat or email, rather than shared through a social media platform, where such referrals can be measured. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Dark Social?
Teams should review Dark Social when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Dark Social used in a digital strategy?
Dark Social is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Dark Social?
A common mistake is using Dark Social too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.