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.