Dark Social – the unknown attribution

The term ‘dark social’ is doing the rounds in Silicon Valley. It’s not as sinister as the literal meaning suggests. We’ve all heard of ‘first click’ & ‘last click’ attribution and now there’s “self reported attribution” which is basically asking folks to count inbound leads / demo requests, etc about on which social channel they saw (Facebook, Twitter, Reddit, etc) or heard (Podcast, talking to a friend / colleague) about your business. So, we’re back to unbranded / branded awareness questions …. It’s a good graph below atleast to make you think. Note the graph is based on n=128 self reported high intention leads.