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What is dark social in B2B marketing?

Dark social is buyer influence that happens in private channels such as WhatsApp groups, DMs, communities, calls, and internal chats where normal analytics cannot fully attribute the source.

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A referral may leave no click trail

A buyer can hear about a product in a private group, a colleague’s message or a conversation, then visit the website directly. The final website visit may not explain the original influence.

Ask without over-collecting

An optional question about how someone heard about the product can add context. Keep answers proportionate and do not ask buyers to forward private conversations or identify unrelated people.

Treat attribution as partial evidence

Self-reported sources reflect what a buyer remembers. Use them alongside other available evidence; they are not a precise measurement of every influence or a basis for guaranteed revenue claims.

About this product

Aura Command is built and operated by AuraCube. Product documentation by Hamees Momin for AuraCube. Contact our team for workflow and implementation questions.