Marketing & measurement
Dark social
Sharing that is difficult to attribute precisely, such as links passed through private messages.
In everyday use
A friend sends a product URL in a chat and the visit appears without a clear referral source.
What to keep in mind
The label is about attribution gaps, not necessarily secrecy or wrongdoing.
Also searched as: private sharing
Further reading
Original explanation and example by Perspectism. Further reading may cover the wider subject, rather than this exact wording. Edition updated 7 October 2026.
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