Explained: the 'Email, apps, IM' referrer category

The 'Email, apps, IM' referrer category represents all sessions where the visitor navigated to their current article page from another unknown page where no referrer data was sent. This category can also be thought of as "dark social" traffic; visitors who arrived via emails, apps, IMs, or other platforms and webpages that do not permit the transfer or referrer data to your site.

We do not categorize this traffic as Direct because visitors who navigate directly to landing pages represent a unique referrer type, with most of these visitors navigating directly to your page by typing your domain into the browser's URL bar, or using a bookmark to access your homepage. This is a very different visitor behavior than direct-to-article sessions without referrer data, where the visitors are directly referred via a link from some unknown platform or website.




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