Why Does Dark Social Matter for Your Business

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This can be quite a problem for those who count on knowing the origins of every visit. How Much Traffic Is From Dark Social? So how big a chunk of your web traffic actually originates from sources that are difficult or impossible to trace? According to emerging data from marketing firm RadiumOne, it’s over 80 percent, in most cases. Additionally, between 20 and 50 percent is estimated to come directly via link sharing over dark social channels like instant messengers, email, and chat interfaces.

Marketing experts and business owners base their C Level Contact List strategies on trackable traffic data only. That means your strategy likely takes into consideration less than half of your overall web traffic. If you don’t know where your visitors are coming from and what exactly interested them in checking out your site, service, or product, it’s much harder to know where to focus moving forward.



Now that you know about dark social, you might be curious whether it really matters all that much. After all, isn’t one kind of traffic more or less as good as another? As long as people show up on your website and purchase your products or services, does it truly matter how they got there? The thing is, your digital marketing campaign is only going to be as good as the data you have to work from. So yes, it matters when you’re in the dark on the origins of your web traffic.