77.5% of shares are on “dark social” (only 7.5% on Facebook) and other trends publishers are in the dark about


Faisal Kalim

People are increasingly sharing content through messaging apps, email, and other platforms that cannot be tracked by regular analytics software. The traffic generated through these shares show up as ‘direct’ but in truth their source is unknown.

After all, how many readers are actually going to type the URL of a specific web page on their browser? What they are doing is clicking on links received on emails, chats and messaging apps among others.

Links accessed this way lack referral tags, which makes them difficult to track. Such shares are called ‘dark social’.

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