Dark Social are those visits from unknown sources , we do not know where they come from. We could say that it is invisible traffic for analysts
Measurement is a fundamental part of Inbound Marketing, knowing the user in depth, testing the actions we do to make them fall in love and even knowing where it comes from, how it has come to us is the basis of a successful Inbound Marketing strategy. The problem is that we cannot always know everything we would like about our user .What is Dark Social?
Although this term may sound negative, the truth is that it is not a big deal, Dark Social is just the name that we attribute to the visits of unknown origin that a website has . We call Dark Social web content that is shared on the web in ways that are difficult to measure by traditional means.
Some examples would be the content that is sent by email from one user to another, chats, mobile applications or text messages from a mobile . By not transmitting data, measurement becomes mission impossible.
The traffic generated by these sources fluctuates depending on the sector and the user profile, but it can reach more than 50% of the traffic of some general websites .
The Dark Social is important not only because of its volume, but because on many occasions it is traffic that comes from a contact or reputable source and that visits us after a recommendation or mention .
Google analytics shows it as “direct traffic”, but in the vast majority of cases it is not someone who has typed in the entire address. According to the studies carried out in this regard, a quarter of the visits to our blogs would come from the Dark Social .
As we can see, not even web analytics is an exact science. For this reason, we will have to be exhaustive in measuring our Inbound Marketing actions in order to get as close as possible to our user and get to know them more and better every day .
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Digital Marketing