How to shine more light on the dark funnel
Direct Traffic:
Web analytics’ black hole
The “dark funnel” refers to the parts of a buyer’s journey that occur outside the visibility of traditional marketing attribution and tracking tools. These are touchpoints (both online and offline) where potential customers research, engage, and make decisions, but their actions are not visible to your tracking or identification systems.
The dark funnel is where the magic happens. If you aren’t part of their dark funnel research, you’re likely never going to make their short list. This is why so many B2B thought leaders are advocating for increased spend on awareness and brand.
Because if they don’t already know about you, you won’t get invited to the party.
Understanding the correlation between the dark funnel and direct traffic (...and what to do about it) is one of the most important steps any GTM team can take toward smarter marketing investment and stronger attribution.
