Dark Traffic — What is it?
You would think with all the tracking and recording that happens as part of our social media activity, simply plugging into the reports and the known data would tell you everything you need to know about who is using your sites and what they’re doing.
Unfortunately, that’s not the case. There is such a thing as dark traffic.
By definition, dark traffic comes from multiple sources and can’t be attributable. It may be a URL that you’re sharing on social media or email, too. It’s a click that a business can’t get to the root of, which means that figuring out various campaigns and their success (or failure) is often trickier than marketers would like.