82% of mobile shares under the radar

Published on: June 13, 2016 / Update from: November 12, 2018 - Author: Konrad Wolfenstein

“Dark social” refers to traffic that cannot be recorded by analytics applications. This category includes, for example, content that is shared via email or messenger. The term was introduced in 2012 by Alexis C. Madrigal, a journalist at The Atlantic magazine. Madrigal complained in an article that over 56 percent of all page views on theatlantic.com came from unmeasurable sources. the study “ The Dark Side Of Mobile Sharing ” by RadiumOne, this “dark traffic” now accounts for 82 of mobile shares. “Dark social” is a big problem for analysts, advertisers and companies. This traffic is usually particularly valuable because personal recommendations are often made here.

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