If you’ve ever wondered why your analytics don’t quite add up, dark social is likely the culprit. It sounds mysterious, but it’s simply the traffic you can’t see,  the clicks that come from links shared in private channels like WhatsApp, Messenger, email, or DMs.  When someone pastes your link into a message, it shows up as “direct” traffic instead of being credited to the real source. That means a big part of your success is invisible in the data. This matters because dark s