Dark Traffic: The Analytics That Matter Most
This content marketing game is getting harder. Now while that might seem like a bad thing, it can actually be a huge advantage for companies who are prepared to look a little deeper, beyond the basics of search engine rankings and page views.
And there’s one particular content marketing trend that stands out like like the proverbial sore thumb.
Dark traffic.
It's mysterious, it's elusive, and believe it or not, it's quite possibly the lifeblood of your content's success in what I’m calling the ‘post social’ era.
Now, I know what you might be thinking. “Wait, dark traffic? Are we cranking up a Tor browser and trying to buy weed online here?” Not quite.
“Aren't Google views and website clicks the be-all and end-all of content analytics?” Well, if you’re a shitty agency who wants to sell smoke and mirrors to your clients, maybe, but if you actually want sales for your business - maybe not.
These days, the closed, cozy circles of Slack, Teams (**shudder**), and Discord are where the real action is happening. These aren't just platforms for sharing cat GIFs or coordinating lunch orders (though they're great for that too), they've quietly evolved into powerhouses for driving valuable potential clients to your content.
The best part? This traffic is made up of people genuinely interested in what you have to say, vouched for by others. We're talking about meaningful engagement, real conversations, and the type of brand loyalty that a thousand Google views could never buy.
So, are you ready to illuminate the shadows and embrace the mysteries of dark traffic? Let’s turn the lights on.
The problem with vanity metrics
We all love a big number. Bosses love them, clients love them and our portfolio loves them. But you know who isn’t impressed by a big, sexy vanity metric? The finance department. Because at the end of the day, big numbers can look good, but if they don’t put cash in the bank, then they’re worse than useless.
Traditional analytics, like page views, clicks, and likes - these are your classic vanity metrics. They offer a satisfying boost of dopamine when they're high ("Look at all those page views! We're on fire! 🔥"). But what do they really tell you about how your audience engages with your content? Do they tell you if your message resonates? Or if those views are even coming from your target audience?
Not really.
Here's the issue: these metrics are surface-level. They're simple to measure, sure. But they're often not indicative of true, meaningful engagement. They don't dive deep enough to show you how your content is truly performing in the wild. They don't show you the private shares, the water cooler conversations, or the recommendation from one friend to another in a Slack channel.
They don’t show your true reputation, which is what content marketing is all about.
Why is this a big deal? Because it's in these private spaces that your content is being shared, discussed, and valued. Not only that, but in the best case scenario it’s also not being shared by you. There’s no ulterior motive, making this type of share insanely valuable.
It’s the modern day word of mouth recommendation, and it can have a massive impact on your business. Unfortunately, this impact is largely invisible when you're only looking at standard, shiny vanity metrics.
In short, if you're still relying solely on the likes of Google views and website clicks to measure your success, you're missing a huge part of the puzzle.
How to measure dark traffic
Yeh, so that’s great and all, but where do you start in determining this impact if it is, in fact, out of sight?
While measuring dark traffic might not be as straightforward as counting page views or monitoring likes, it's not impossible. It just requires a bit of analytical creativity.
First things first, let's define what dark traffic really is. In essence, it's any visit to your site that can't be accurately traced back to its source. This could be from a direct link shared in a private Slack conversation, newsletter links, a URL sent over WhatsApp, a shared link in a Discord group chat or a URL written on a piece of paper in a conference room (probably not that one though).
Since these interactions happen on closed platforms, they often don't come with the standard "referral" information that would tell you where this traffic is coming from.
So, how do we uncover these hidden gems? Here's some specific steps you can take to measure it (better).
Embrace UTM parameters: UTM parameters are tags added to your URL that track where your traffic comes from and how it interacts with your site. You can tailor these parameters to help identify traffic from closed networks. While this requires active participation from your audience (clicking on the UTM-tagged link), it's a start for shedding light on your dark traffic. It’s particularly useful for placing links in places like newsletters, podcast show notes or YouTube descriptions.
Pay attention to 'Direct' traffic: In your analytics, "direct" traffic typically implies that someone typed your URL directly into their browser. But realistically, how often does that happen? More likely, this 'direct' traffic is a mix of true direct visitors and dark traffic. By examining this segment in more detail, and comparing it to your campaign timelines or external events, you can gather some insights about your hidden visitors. There are ways on Google analytics to segment out ‘Direct’ traffic to websites that are way too complex for anyone to have typed in, which can be useful.
Survey your audience: Sometimes, the old ways are the best ways. Don't hesitate to simply ask your audience how they found you. You can do this on your contact pages, but another good little hack is to include it in any pop ups on your site, that way you can get the information right as the reader is engaging with the content that brought them in.
Improve sharing options: Build in options to share your content via messaging platforms like Slack and WhatsApp. Not everyone will use these, but if they click a button to share it, you can track the referrer information.
Sure, none of this is bolted on, guaranteed, 100% accuracy, but basically nothing in marketing is. The benefit of these tactics is that you can see trends over time, particularly when you start to combine the quantitative data (numbers) and the qualitative data (survey answers).
The key to growing dark social traffic
But none of this works if your content is shit. When someone shares something with one of their friends or colleagues, whether it’s a meme, a gif or a white paper on international payment platforms, they are vouching for it.
That share is a real person out there saying, “This is good, I liked it.”
We’ve all been in a situation where we show our friend an absolute fire meme and it’s met with a slightly larger than normal exhale and a minor turn up of the corners of the month. It’s devastating. No one wants that.
That’s why you’re content needs to be seriously bad ass if you expect people to put their own reputation on the line by sharing it.
Now if you’ve read any of my stuff before, you know I call this barbecue content (not thought leadership). If you have no idea what I mean, imagine you're at a barbecue with colleagues, sizzling sausage in one hand, beer in the other. What are you talking about? More likely than not, it's not the mundane or generic admin or regulations in your industry.
It's the fascinating, the intriguing, the thought-provoking topics that make you lean in and listen. In essence, that's your barbecue content. It's the content that hooks your audience, gives them a nugget of wisdom or a fresh perspective, and makes them say, "Hey, have you seen this?!"
But here's the secret ingredient to barbecue content - it needs personality. It needs to have an opinion that your readers can identify with, and better yet, want to claim as their own. Why is this so important? Because just like sharing that meme, people share what they can proudly 'claim' as their own, simply because they found it and shared it.
When someone shares your content, they're not just passing on information. They're expressing a piece of their identity. They're saying, "This resonates with me. This aligns with my values. This makes me laugh." By sharing, they get to borrow your brilliance and bask in the reflected glory of your unique insights. It's a win-win.
So how do you create this claimable, shareable, barbecue content? You need to go beyond the generic, the SEO-optimized, the cookie-cutter content that just fills space. You need to offer value - real, tangible value - and a unique perspective that your audience won't find anywhere else.
Here are a few tips to light up your dark social traffic with your barbecue content:
Speak Up, Stand Out
Be bold with your opinions. If you have a unique perspective on a trending topic, share it. Your audience will appreciate your fresh take.
Know Your Audience
What do they care about? What do they struggle with? What makes them laugh? The more you understand your audience, the better you can tailor your content to their interests and needs. If you don’t know the audience that well yourself, bring in experts who do, and grill them (geddit?).
Value
Your audience doesn't need more noise. They need insights they can use. And often, value comes in specificity. Don’t talk about general themes and ideas, without breaking down specifics of how to action the advice.
Be Authentic
Authenticity resonates with people. Be true to your brand and your values in all the content you create. Honestly, you can go a long way on just this one alone.
The truth is, anyone can churn out content. But to ignite the spark of sharing - to create content that your audience wants to claim, you need to serve up the memorable content that stands out in a sea of blandness.
P.S. We do this.
