‘Dark social: It’s worse than we thought in Asia-Pacific’ – Econsultancy
Jeff Rajeck says, “Dark social refers to any digital channel where content is shared, yet clicks from the channel to a website are not traceable. Hence, ‘dark’.
Though we have mentioned dark social before, new research shows that the problem is worse than previously thought, especially in Asia-Pacific and Australia.
Here’s why.
Dark social exists because the web works by passing information from the source of a click to the destination site.
That is, from a marketer’s perspective, every time a user clicks through to your website to download a web page, the user’s browser also sends a string to the site.
Along with all sorts of other data, the user’s desktop browser dutifully tells your site where the click came from via something called the ‘referer’ (sic) string“.
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