Dark Social: We Have the Whole History of the Web Wrong - Alexis C. Madrigal - The Atlantic

Dark Social: We Have the Whole History of the Web Wrong - Alexis C. Madrigal - The Atlantic: his means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in www.theatlantic.com into your browser. But that's not actually what's happening a lot of the time. Most of the time, someone Gchatted someone a link, or it came in on a big email distribution list, or your dad sent it to you.