Dark Social concept
What is a Dark Social?
Dark Social is a definition that, even when its name seems something negative for a brand or user, it is not so negative. It consists of all the traffic or visits that enter a website from a place of unknown origin. Within the analytics tools, it is impossible to find out where the users and the corresponding visions are coming from, something that makes it difficult to produce a good analysis of performance with respect to traffic.
Another viable meaning for this concept is that of all web content that is shared on a page in a way that is difficult to measure using common or traditional techniques. Without going any further, a chat embedded within a website could be the trigger for this.
Even though talking about figures to measure it is complicated, by its very nature, many analysts agree that traffic from Dark social can exceed 50% on many websites. It is something that depends on the sector, the type of audience and the purpose of the page, but it can go from being minimal to reaching that percentage. It is something quite fluctuating.
Despite the ignorance of the sources of origin in these cases, it is also likely that these are reputable places and that, therefore, they confer a good positive influence on SEO positioning. In this way, knowing well the behavior of the Dark social and its existence is more than important.
What is a Dark Social for
As a utility, Dark social is used to find out how large the audience is that enters from sources that cannot be detected normally. In cases like Analytics, it is something that we can see, saving the distances, with the (not provided) in the keywords.
Detecting cases of this phenomenon is something that invites us to improve the monitoring of the web. If unknown sources are detected, the best thing to do is to improve the social buttons, make the incorporation of publications in rrss or even in emails and mainly use Google URL Builder. In the long run, its existence is something that feeds exhaustive analysis and invites us to put more work into the maintenance and monitoring of a website.
Examples of Dark Social
To give examples of Dark social, let's imagine that we are doing a NeoAttack web analytics and we detect that there are a certain number of visits that access the blog chapter and we do not know where it came from.
In this case, it may be due to a shared link, for example, in a Facebook chat, in a Twitter Direct Message or even through WhatsApp. These places are difficult to detect by the usual tools, causing them not to appear when measuring or finding out the origin of the visits.
More information about Dark Social
To get more information about Dark social, you can read the contents that we are going to leave below. In them there are details of interest that may be useful to you.
