In the shadowy realm of “dark social,” capturing data can be as elusive as the conversations themselves. We turned to top industry professionals, including digital marketers and founders, for their unique perspectives. From using URL shorteners to leveraging AI and Blockchain, here are four specific tips they provided for integrating dark social tracking into your analytics toolkit.

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Contents

1 Use URL Shorteners for Tracking
2 Employ UTM Parameters for Insights
3 Add Social-Sharing Buttons with Codes
4 Leverage AI and Blockchain for Detection

Use URL Shorteners for Tracking

I would suggest that you use URL shorteners with your social media posts to help with tracking dark social. You can create different shortened links for every platform or even for specific topics. You can still use your analytics to determine the source of traffic when users share these links over private channels like email or direct messages. It facilitates the process of gaining a better understanding of how your information is being shared and interacted with across various channels, including those that aren’t openly accessible. By engaging in this straightforward activity, you can gain additional insight into the behavior of your audience and adjust your social media strategy as necessary.

Kartik Ahuja Featured 3 4 Ways to Implement Dark Social Tracking Into Your Analytics Suite

Kartik Ahuja, Digital Marketer, kartikahuja.com

Employ UTM Parameters for Insights

Using unique URLs with UTM parameters is key for tracking dark social. These specialized links can be embedded in content shared via messaging apps or email. When clicks on these links are detected in your analytics suite, it becomes easier to trace the source. This method helps uncover hidden traffic patterns, offering insights into how content is shared privately, enhancing overall marketing strategies.

Ryan Doser Featured 4 4 Ways to Implement Dark Social Tracking Into Your Analytics Suite

Ryan Doser, Co-Founder, AI Insider Tips

Add Social-Sharing Buttons with Codes

A best practice for tracking dark social is to include social-sharing buttons with tracking codes on your website. These buttons allow visitors to share your content directly to their private channels, while including tracking codes that give you insight into the sharing activity. For instance, you can add buttons to share via email or WhatsApp. When someone clicks one of these buttons, the tracking code captures data on how the content is shared. This information helps you analyze and understand the impact of dark social sharing, giving you a better idea of how far and engaging your content is.

Shane McEvoy Featured 11 4 Ways to Implement Dark Social Tracking Into Your Analytics Suite

Shane McEvoy, MD, Flycast Media

Leverage AI and Blockchain for Detection

Tracking dark-social traffic, which includes spam emails and messages, presents a challenge in traditional analytics. One innovative approach is to use advanced AI algorithms that analyze patterns in incoming traffic data. By utilizing them to detect subtle differences in user behavior and content consumption, we can detect the origin of dark-social interactions.

Additionally, we can use blockchain technology for transparent, decentralized tracking that can provide a solution by securely recording interactions across digital channels, ensuring accuracy and privacy compliance. These methods not only enhance our understanding of the dark-social impact but also empower marketers with insights for targeted campaign optimization and audience engagement strategies.