Dark Traffic
Visits whose true source analytics can't see — shared links in texts, DMs, apps — usually miscounted as 'direct'.
Free · no signup · last reviewed August 29, 2026
The definition
Visits whose true source analytics can't see — shared links in texts, DMs, apps — usually miscounted as 'direct'.
Why it matters to an owner
When 'direct' traffic spikes, something upstream worked — a share, a mention, word of mouth. UTMs on everything you distribute shrinks the dark.
This is the work. Want it done?
Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.