Leverage server log files to attribute traffic from dark sources

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2021, 7:55 AM UTC

Be up-to-date with the latest trends on dark social platforms to attribute traffic sources accurately.

“Unattributable traffic” – also known as dark social – refers to users sharing links over secure messaging apps like WhatsApp, iMessage, and others. Tracking web traffic from measurable sources could help B2B marketers manage first-party data efficiently and make the sources of unattributable traffic more evident.

As more people share links from dark sources and with third-party cookies being phased out, server log-file analysis, which assess the site's server log files, may become increasingly popular in 2022. When it comes to learning more about the audience, marketers should not disregard any information sources.

“Word-of-mouth marketing”, is an effective form of natural marketing, notes Sanjay Sarathy, vice president of marketing at SaaS technology firm Cloudinary. Because this traffic is often ambiguous, marketers should not be too quick to dismiss it.

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