Glossary

Dark Social Media

Often confused with dark posts, dark social media encompasses social shares that lack referral information about their source. This includes shares that happen through messenger apps, emails, and text messages. Analytics will typically misinterpret the source for traffic originating from dark social as direct, even though users are not actually typing the URLs into their browsers.
Dark social traffic is inherently difficult to quantify, but estimates often put the proportion of dark social media as constituting more than half of all social traffic.

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