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dark-social-attributor

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Use when the user asks to "figure out where our direct traffic really comes from", "measure dark social", "add a how-did-you-hear-about-us field", or "show social drives signups without click data"; produces a share-link/UTM hygiene spec for owned share surfaces, a self-reported attribution field design that replaces an existing form field (free-text first, coded later), a GA4 direct-traffic decomposition read (deep-URL directs, mobile-app skew, private-push correlation) with every derived number hard-labeled Estimated/proxy, and a branded-search-lift proxy from GSC plus Wikipedia pageviews — the declared dark-social method behind ECHO O2. Not for paid-channel attribution reconciliation (platform-claimed vs analytics conversions) — use attribution-reconciler. 暗社交归因/直接流量分解/自报来源字段/分享链路UTM

social/observe/dark-social-attributor/SKILL.md

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# Dark Social Attributor

Makes the unmeasurable share loop estimable — honestly. Dark social is the traffic that arrives with no referrer because the link traveled through a DM, a group chat (微信群 / WhatsApp / Slack / Discord), a newsletter forward, or an address-bar copy. This skill declares the estimation method and specs the instrumentation; it never turns an estimate into a Measured number. It is the Observe-phase upstream of the ECHO **O** dark-social sub-items (see [echo-benchmark.md](../../../references/echo-benchmark.md)): *dark-social method declared and Estimated-labeled before any social-ROI claim* (ECHO O2) and the *dark-social instrumentation coverage* rows (ECHO O6–O7 — share-link/UTM hygiene live plus a self-reported attribution field running). Its labels are also what keeps the ECHO O1 denominator-integrity veto passable downstream: proxies pass when labeled proxy.

**Scope guard**: this skill produces the dark-social method doc and instrumentation specs only. **Paid-channel attribution reconciliation — platform-claimed vs analytics conversions, dedup, incrementality — stays with [attribution-reconciler](../../../ad/scale/attribution-reconciler/SKILL.md)**; this skill covers only the organic share loop. Owned-loop email legs (newsletter forward prompts, share-and-refer sequences) hand to [email-sequence-designer](../../../email/nurture/email-sequence-designer/SKILL.md); opt-in records go to [consent-registry](../../../protocol/consent-registry/SKILL.md); the ECHO profile result and the ECHO O1 veto verdict stay with [social-quality-auditor](../../host/social-quality-auditor/SKILL.md); the metric dictionary and write-back loop stay with [social-measurement-loop](../social-measurement-loop/SKILL.md). No posting, tracking-pixel injection, or DM automation anywhere — closed platforms (X/IG/TikTok/LinkedIn/微信/小红书/抖音) enter as user exports or proxy-labeled reads only.

## Quick Start

```
Decompose our GA4 direct traffic — here is the landing-page export for the last 90 days: [paste]. How much is plausibly dark social?
```

```
Spec share-link hygiene for our blog and docs. Share buttons exist on [pages]; the newsletter is on [platform]. Short links + UTMs where they belong.
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