TheAtlantic.com doesn’t know where 25% of its traffic comes from

by Curtis Lee Fulton

TheAtlantic.com’s traffic by referrer type. Its “dark social” traffic is lumped into the “typed/bookmarked” category

TheAtlantic.com says 25% of its traffic sources come from “dark social” referrers. Specifically, a dark social visitor doesn’t provide a referrer, but the incoming link is so long that the reader probably didn’t type it by hand. The magazine figures most dark social links were shared via non-web technology like email or text message.

TheAtlantic.com says the rest of its traffic comes from regular social, search and bookmarks.

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