Dark Social in 2023: Here’s Why (and How) You Should Track It
Hootsuite
JUNE 28, 2023
Dark social media, or dark traffic, isn’t easily tracked by traditional analytics tools. The term “dark social” was invented in 2012 by Alexis Madrigal, former editor of The Atlantic. Dark social impacts your analytics Past studies estimated dark social was responsible for as much as 84% of all referral traffic. dark social.
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