Why ‘dark social’ and AI traffic makes it harder than ever to make sense of website analytics

An increasing challenge for those of us working in the world of website analytics is the impact on traffic from Artificial Intelligence (AI) tools such as ChatGPT and Gemini. The traffic – or as I will come on to discuss, the lack of traffic – from such platforms is a relatively new phenomenon. However, it adds to other relatively recent challenges such as a rise in what is known as ‘direct’…