B
Evidence Grade B
Graded
under review
Safe to Cite
Current
69%
69% -- dark social traffic share for Website traffic (2026)
Dark social (private sharing via WhatsApp, Email, or Slack) accounts for as much as 69% of traffic.
- Stated as 'as much as 69%'
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
69%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
The Atlantic (Alex Madrigal)
Primary
Tier C
https://app.vexpower.com/sim/how-do-i-measure-virality/ ↗
Source Article
How do I measure virality? – Word of Mouth Coefficient
Original Research
The Atlantic (Alex Madrigal)
· Original study ↗
Methodology
Attributed to Alex Madrigal of the Atlantic
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Website traffic: 69% dark social traffic share. Source: The Atlantic (Alex Madrigal) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/dark-social-traffic-share-69
HTML Embed
<blockquote cite="https://lighthousedata.io/data/dark-social-traffic-share-69" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>69%</strong> -- dark social traffic share for Website traffic<br><small>Source: The Atlantic (Alex Madrigal) (2026) · <a href="https://lighthousedata.io/data/dark-social-traffic-share-69" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.