“Dark social” is a term digital marketers use for website traffic and leads that come from private messaging apps and link-sharing platforms. These platforms strip identifying data from the referral source, making it difficult to track the exact sources of traffic. This phenomenon occurs because most private messaging apps and workplace tools like Teams, Slack, or Zoom remove all “referring data” from a link once it’s clicked, leaving marketers with limited visibility into these interactions.
This mystery can be frustrating for law firm communications strategists and SEOs, who rely heavily on granular detail in traffic reporting to determine what is working well and what needs improvement. The lack of identifiable data complicates efforts to optimize content strategies and understand audience engagement, as marketers must often draw inferences rather than rely on concrete metrics.
How Law Firms Can Track Dark Social Activity
While tracking codes are not the only way to get information about referral sources, there are several workarounds that can yield insights into dark social channels. Law firms are particularly well-positioned to take advantage of indirect data to draw useful conclusions about who is visiting and sharing pages from their websites. This is because law firms often have direct client interactions, such as intake interviews, where they can gather valuable information about how clients found them.
One effective method is to ask clients “where did you hear about us” during intake interviews. This simple question can provide valuable information about the sources of leads and conversions. To maximize its effectiveness, intake staff should be trained to ask this question consistently, record responses in a structured format, and review the data monthly alongside analytics reports. Additionally, analyzing traffic timing and comparing it to email newsletter campaigns can help verify the contribution of newsletters to website traffic.
For instance, if a law firm sends out a weekly newsletter and notices a boost in traffic to a specific page within 48-72 hours after the newsletter is sent, it’s likely that the newsletter contributed to the increase in traffic. By comparing the number of link clicks from the newsletter to the “direct” traffic reported in Google Analytics, firms can develop a more accurate estimate of the percentage of traffic coming from the newsletter. This approach helps bridge the gap between visible and invisible traffic sources.
Social media platforms can also provide some insights into dark social activity. While private shares made off-platform are generally invisible, they may sometimes register a “view” or “impression” after someone clicks the link to a post shared via an off-platform messaging app. Platforms like Threads, for example, allow users to see when content is shared via in-app messaging, even if the sender or recipient remains anonymous. Analyzing the performance of posts that are frequently shared can offer clues about the type of content that resonates in dark social channels.
Using UTM Parameters to Track Dark Social Traffic
To increase the accuracy of inferences about dark social traffic, law firms can use UTM parameters – a string of tags appended to the “tail” of a URL. These textual tags serve to mark specific information about inbound website traffic. By using unique identifiers for each marketing campaign and tracking the data collected via tags, digital marketing professionals can gather data about site visits.
The utm_source and utm_medium parameters are generally the most useful in capturing dark social data. For example, a tagged URL might look like this: yourfirm.com/estate-planning-blog?utm_source=newsletter&utm_medium=email. Google’s free Campaign URL Builder can generate these tags without requiring manual input, and most email marketing platforms now include UTM tagging as a built-in feature.
When implementing new tracking practices, it’s essential to consider professional responsibility obligations. The American Bar Association’s Model Rule 7.1 addresses communications concerning a lawyer’s services. Firms should ensure that intake-stage data collection does not create the appearance of improper solicitation and that tracking practices are reflected in their website privacy policy. Consulting with ethics counsel before rolling out new tracking workflows is advisable.
Bridging the Gap Between Invisible and Informed
By using techniques such as intake questions, traffic timing analysis, and UTM parameters, law firms can develop a detailed picture of their dark social activity. This approach aligns readily with law firm priorities, and digital marketers experienced in handling law firm accounts are often adept at this type of tracking practice.
By leveraging these methods, law firms can gain a better understanding of their dark social activity and make more informed decisions about their marketing strategies. As firms continue to work through the complexities of online marketing, staying informed about the latest tracking techniques and best practices will be key for success. Digital marketers who specialize in law firm accounts are particularly skilled at handling these challenges, ensuring that firms can maximize their outreach efforts despite the limitations of dark social tracking.
