81. The Truth About Attribution in Your Number One Marketing Channel

Growth Marketers - Digital Marketing Experts

There’s a lot of conversations about what channel works best when it comes to attracting new customers. And without a doubt, word of mouth is by far the most effective way to reach customers and get people to buy. That said, it’s also one of the most unpredictable channels and you can’t really do anything to measure it.

In this episode of Growth Marketers Podcast, we want to get a little bit into this topic and talk about dark social specifically.

The term "dark social" refers to "invisible" sharing that takes place within messenger apps, but also through email and text messages. For example, if you visit the website of any company right now, pick a link, and share the URL with a friend through Snapchat or Facebook Messenger, you have shared it through dark social.

Even though you didn't type the entire URL into your browser, the share will still appear as "direct" for the company. Since they won't know where the link is coming from, dark social can be a source of referral traffic that is attributed to the wrong channel.

So how to amplify the word of mouth in the context of dark social and have better control of measuring whether it’s actually working?

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