Glossary / Dark Funnel
Dark funnel refers to the online activities of potential customers that cannot be tracked or attributed to a specific marketing campaign or source. It refers to the anonymous browsing and research that customers do before making a purchase decision, without leaving any traceable data or information for marketers to analyze. This makes it difficult for marketers to understand the customer journey and accurately measure the effectiveness of their marketing efforts. Dark funnel activities can include visiting websites directly, using private browsing modes, or accessing information through social media or messaging apps.