Dark Social. Interesting but confusing

Yesterday, I read one Forbes magazine article in my smartphone & I just loved it. Immediately, I send it to my friend’s WhatsApp account. My friend clicked the link & read the article & shares it with his friends via SMS or Chat.

Suddenly, One question raised in my mind, Can Forbes magazine able to track the traffic for this article? The answer will be yes. But in which traffic source?

As per my understanding, Traffic will be Social Media referral traffic because it was shared via WhatsApp. On the other side, In analytics tool, traffic source for this article will be Direct traffic. But in the reality, this article traffic will come under “Dark Social Traffic“.

In my this post, I will explain, what is Dark Social Traffic & how to fix it

What is ‘Dark Social Traffic’ : Traffic from the private messaging apps (WhatsApp, Snapchat, Hike, SMS etc.) to the website.

In analytics tool, Dark social traffic comes under direct traffic, but actually it is untraceable referral traffic.

Here are few channels that are responsible for dark Social Traffic:

  • Messaging Apps : WhatsApp, WeChat, Snapchat, Viber, Facebook Messenger etc.
  • Secure browsing – HTTPS
  • Personal Chat – Google hangout, Skype

How to fix this?

We won’t be able to fully track Dark social traffic , but we can use below techniques to track it :

Use UTM codes(tag) in your every post with the help of URL builder

  1. Any PDF in your website ? Tag it
  2. Are you using website url in your email signature? Tag it as well
  3. Posting on social media channels? Tag it
  4. Sharing a url in email? Tag it

Boost your social sharing

Put social sharing button in your post so that audience will click there and land to your page instead of copy paste and share it on private network. You can try to integrate WhatsApp sharing within your sharing buttons.

Have you experienced these type of  traffic? What measurement technique do you use?

Please share with me in the comments section!


What should be the best metrics for Content

How do we measure the performance of our content? Last night , one of my friend asked me this question, & i was also struggling to tell him best metrics for Content Analysis. Few of my thought, I wanna share with you all on my this post.

Successful Metrics for Content Marketing

Consumption Metrics:

  • How many peoples are reading & downloading my content?
  • From which channel they are coming to my content?
  • How frequently they are coming and how in-depth is their consumption?

Sharing Metrics:

  • Which content are being shared?
  • What type of content are being shared?
  • Who is sharing my content?
  • In which platform , They are sharing my content?

Lead Metrics:

  • From my content, how many peoples are coming to my contact us page?
  • How many leads are generated from my content?

Sales Metrics:

  • How is my content creating sales funnel that is Content > Download > Fill the Form(Generate Lead) > Sale or Driving Revenue

What should be the best insights for B2B business

Last night this question got raised in my mind, I was also struggling to find best insights for B2B. Few of my thought, I wanna share with you all on my this blog.

Successful KPIs for B2B


  1. % of our traffic came from our targeted industries (Example : Retail, Banking, Telecom, Life science etc)
  2. % of our traffic came from the industries we are not targeting
  3. Traffic percentage from existing clients
  4. Traffic volume from prospect clients


  1. Landing page adhesiveness by Existing clients & prospect clients
  2. Most popular content (For Each Industry/Clients)
  3. Most shared content (For Each Industry & By all existing/prospect clients)


  1. Number of Contact us forms filled (Industry Specific/By Existing & Prospects clients)
  2. Number of requests for Call (Industry Specific/By Existing & Prospects clients)
  3. Webinar/Events signups (Industry specific / By existing & prospects clients )
  4. Number of Demo requests
  5. Downloaded PDFs/White Papers/Case studies by Industry & clients(Existing & Prospects)
  6. No of Video views (Industry specific , Client speaks etc)
  7. Newsletter sigh-ups