Dark trafficWhat it means for you.

Visits that come from shared or private channels but are recorded as direct.

Growth Score · Data & Measurement

Definition

What it means

Dark traffic comes from sources that do not pass a referrer, such as messaging apps, some email apps and copied links. It hides the real reach of word of mouth.

Short tagged links for shared content help recover part of it.

In Growth Score

Part of your score

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Guides that cover it

Turn tickets into decisionsA monthly pass that turns a pile of tickets and reviews into one ranked list.SaaS metrics that matterThe seven numbers that predict growth, and what each one tells you to do next.Measure and learnPick three numbers, connect honest sources and review them every week with one decision.

Data & Measurement

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FAQ

Quick answers

What is Dark traffic?

Visits that come from shared or private channels but are recorded as direct.

Where does it sit in Growth Score?

It belongs to the Data & Measurement pillar, one of the 12 pillars your score is built from.

What should I read next?

Start with Direct traffic and UTM parameters, then browse the other terms in Data & Measurement.

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