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Internet Marketing Insights and Analysis
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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.