Let’s face it—if you’re an advertiser, you’re probably feeling some added pressure to show the business impact of your initiatives. In fact, about half of marketers say there’s a growing emphasis on investment measurability and accountability at their company, with almost the same amount citing insufficient supporting technology as a serious pain in the pixel. These days an ad campaign is only seen as successful as the ability to measure its performance. Luckily for you, there’s a whole new world of unattributed engagement, conversions and revenue that if tracked properly, has the potential to transform a campaign from average to outstanding. We’re of course talking about Dark Social, that hidden gem of downstream activity that we’re pretty sure you’re not measuring. Read on to get the inside scoop on what it is, why you should care and how it can impact a real-life campaign.