In the startup phase, founders often focus on measurable metrics like website traffic and ad conversions. However, significant growth can occur through dark social, which encompasses private sharing methods such as direct messages and group chats, ultimately affecting brand awareness and customer behavior. This dark social channel is largely untrackable by traditional tools like Google Analytics, yet studies indicate it accounts for up to 80% of content sharing. Entrepreneurs must recognize the value of these informal, trusted referrals, despite the challenge in measuring their impact.
Some of your most important growth moments? You'll never see them coming - and you'll never be able to track them.
Dark social refers to any online sharing that happens privately - outside the scope of traditional analytics.
These referrals are happening in backchannels you don't have access to, and they're often far more trusted than a public review.
Studies suggest that as much as 80% of all content sharing happens through dark social.
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