Unlocking Dark Social: Measuring the Unmeasurable

The Attribution Illusion

Software tells you that 'Organic Search' or 'Direct' drove the lead. But *why* did they search? Because their friend told them to in a private Slack channel. That's Dark Social.

### How to Measure It

1. **'How did you hear about us?' (HDYHAU):** Add this open text field to your demo form. You will see answers like 'Slack community', 'Podcast', 'My boss told me'. Required field. No dropdowns. 2. **Self-Reported Attribution:** Trust the customer's memory over the tracking pixel for high-consideration purchases.

Content for Dark Social

You can't track links in a screenshot. So optimize for consumption *in the feed*. Make content that is valuable without clicking. The goal is the *share*, not the *click*.

Conclusion

Stop optimizing for what you can track. Optimize for how humans actually buy.