October 2016 - My CMSInternet Marketing Blog | Parallel Path
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Our Internet marketing blog is dedicated to you, the CMO, Marketing VP and Customer Intelligence (CI) professional with the intention of sharing how the right data and metrics can blow your mind. Okay, not actually, because that would hurt, but this is where we share a regular dose of data analysis, case studies and observations from the field. This is our take on relevant industry news, trends and the latest tips and tricks for web analytics, SEO, paid search and other juicy tid-bits that will impact you, the executive marketing god that you are. So, go ahead, add us to your RSS feed or sign-up for our email subscription or visit us all the time. We won't tell anyone if you stalk us. It'll be our little secret.

October 6, 2016

How to Track Dark Social in Google Analytics

Nathan Patrick

Dark Web

What is Dark Social?

The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost.

Dark social is really just another channel so we’ll be changing how analytics groups users into channels. We will be creating a new default channeling grouping, so we can use our new channel in every Google Analytics report.

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