Not all traffic shows up in your analytics dashboard, but that doesn’t mean it’s not driving real results. Welcome to the world of dark social. These are the private shares happening on WhatsApp, Messenger, Telegram, and DMs, when someone copies your link, shares your product, or forwards your post without leaving a public trace. For many Nigerian businesses, especially in fashion, beauty, food, real estate, and digital products, dark social platforms are where referrals and conversions actually happen.
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But how do you prove ROI from traffic that doesn’t leave a clean footprint? This post explains how to track, attribute, and optimise dark-social activity to show that these hidden clicks are delivering value.
How to Prove ROI from WhatsApp and Messenger’s Dark-Social Traffic
1. Use Custom URLs for Private Shares
One of the easiest ways to track dark social traffic is by creating custom links with UTM parameters or link shorteners like Bitly or Rebrandly. When you create a link to your website, landing page, or product, customise it for WhatsApp or Messenger sharing. For example, a Bitly link labelled bit.ly/whatsappdeal01 helps you know exactly where that traffic came from when people click it.
If you run a WhatsApp broadcast or share links in your DM campaigns, always use these tagged links. Over time, you’ll see which ones get clicked and which drive sales or signups.
2. Set Up WhatsApp Entry Points with Tracking
If you use WhatsApp Business, take full advantage of click-to-chat links. When you create “wa.me” links with specific parameters, you can track which platform or post drove that user to your inbox. For example, add different links for your Instagram bio, Facebook page, email campaign, or tweet. Then tag and track leads accordingly.
This helps you measure how many conversations and closed deals came from WhatsApp, even if they started on a dark social share.
3. Use QR Codes at Offline Events or Product Packaging
Many businesses now print WhatsApp QR codes on flyers, posters, product labels, or event materials. By linking these codes to custom URLs, you can track offline-to-online traffic. This is especially useful for beauty brands, restaurants, and fashion vendors who promote products at trade fairs or in-store. If a customer scans the code, lands on your site, and buys, you can trace it back to that specific QR.
4. Ask “Where Did You Hear About Us?” Smartly
Not all data needs to be tracked digitally. Sometimes, asking people directly is the most efficient method. On your checkout form or lead capture page, add a required dropdown or short question: “How did you hear about us?” Include options like “WhatsApp group,” “Friend’s message,” or “Facebook Messenger.” These qualitative responses help confirm that your dark-social shares are working, even when analytics say otherwise.
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5. Use Analytics Tools That Capture Referral Gaps
Some platforms, like Google Analytics 4 and HubSpot, can now better detect direct traffic patterns. If you notice a surge in direct traffic to a deep internal page, it’s often dark-social traffic. People are not typing that page manually. They most likely clicked a private message link. Group this traffic and monitor its behaviour: time on page, bounce rate, and conversions. These clues help estimate how much ROI you’re getting from dark social.
6. Encourage Sharing and Track the Chain Reaction
Make it easy for people to share content via WhatsApp or Messenger directly from your site. Add a “Share on WhatsApp” button to blog posts, product pages, or deals. Use tracking codes on these buttons. If someone shares your promo via WhatsApp and you see a spike in traffic to that URL soon after, it’s a sign that your content is being passed around.
7. Measure Business Outcomes, Not Just Clicks
Even if you can’t track every WhatsApp share, you can measure the outcomes. Are more people chatting with you? Are DMs converting to customers? Are sales increasing after your broadcast? By comparing business performance before and after using dark-social strategies, you can estimate the impact. ROI does not always mean exact numbers; it also means tracking changes in conversions, conversations, and repeat business.
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Conclusion
Dark social may feel like a mystery, but it doesn’t have to stay invisible. With smart links, strategic questions, WhatsApp tools, and solid analytics habits, you can show real ROI from the quiet power of private sharing. Whether someone hears about your brand in a WhatsApp group or shares your product in a family chat, the value is there; you just need the right methods to prove it.
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