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Originally defined by tech editor Alexis Madrigal in an article on The Atlantic.com, dark social is when a new customer arrives at your website, but you do not know how they heard of you – the source of the visit. They are invisible on your analytics data and therefore cannot be attributed to a specific campaign (Madrigal, 2012).

Dark social happens when friends and colleagues share details via private channels such as instant messages, text messages, email and message boards instead of sharing in wider social media platforms. This means that there is no analytic data (to show the source) in the click through to the website.