Internet users are getting more sophisticated with their digital behavior, especially in terms of expressing themselves online. Take peer-to-peer (P2P) social platforms, for instance — networks designed for IM chats.
These networks can make conversations harder to discover, leading to Dark Social — web traffic that is not attributed to a specific measured source.
Dark social can be described as the social sharing of content outside of what web analytic programs can measure. It’s made analysts less comfortable with the ways they commonly measure like or dislike for their brand…
