Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 1 of 2)

The dark funnel is a collection of places where customers hang out and learn about your brand, including social media, messaging platforms, and more. It poses a challenge for attribution models that are used to measure marketing activities. In Part 1 of this article, we'll learn about the dark funnel and why attribution is still important, even when the dark funnel is present. We'll also divide the dark funnel into measurable and unmeasurable sources and explore metrics that can help measure the dark funnel.

The dark funnel can be divided into measurable and unmeasurable sources, with the unmeasurable sources including word-of-mouth and dark social. Measurable sources can include direct traffic and paid and organic brand searches. Correlative metrics can be used to gain insights into the dark funnel, but marketers must ensure accurate tracking and mapping is in place first.

In Part 2 of this article, we'll cover the practical steps you can take to measure the dark funnel and incorporate it into your analytics strategy. Stay tuned!