Why Your Marketing Attribution Is Ignoring Dark Social

Lucas and Luna tackle the blind spot in most marketing attribution models: dark social — the traffic that comes from messaging apps, email forwards, and direct links that strip referrer data. They unpack a 2025 RadiumOne study showing 84 percent of shared content on mobile happens via dark social, and walk through how one B2B SaaS company found 32 percent of its trial sign-ups came from channels it had never tracked. Lucas explains why UTMs fail in WhatsApp and iMessage, and Luna pushes back on the idea that server-side tracking solves everything. They close with a practical tiered framework: measure what you can, model what you can't, and stop optimising for last-click by default. #DarkSocial #MarketingAttribution #AttributionModeling #UTMs #ServerSideTracking #B2BSaaS #RadiumOne #WhatsAppSharing #iMessage #DirectTraffic #MobileMarketing #SocialSharing #MarketingAnalytics #AttributionBlindspot #ContentSharing #FexingoBusiness #BusinessPodcast #MarketingOperator Keep every episode free: buymeacoffee.com/fexingo