How much do you actually know about your traffic on the internet? Sure, you probably diligently look at your analytics for each of your social media sites, and you analyze the success and failure of various campaigns. But are there traffic patterns and engagement that you can’t know about?

Turns out yes, and there’s a term for that: dark traffic. There’s nothing nefarious about dark traffic. What it is are referrals whose origins you’re not quite sure about. They might have come from a link that someone shared in an email. They might have come to a post that someone shared via Facebook Messenger. Wherever they come from, you need to figure out how to segment and analyze your traffic and account for a deeper investigation into these referrals.

How much do you understand about dark traffic, and how much of an allowance are you making for it in your social media traffic reports? Use this graphic to find out.