Dive Brief:

• Facebook reported a 30% increase in mobile referral traffic for Q4 —even after a 27% jump in Q3. 
• Part of the success of Facebook's mobile referrals is an app update that cleared up so-called "dark social" and attributed to the social giant's mobile app. Dark social is a term to describe unidentified referral traffic. 
• According to URL shortening service Bitly, Facebook was able to reduce unidentified traffic from iOS apps from 12% to 1% and 75% to 25% on Android devices. 

Dive Insight: 

Facebook continues to prove it is the reigning camp of social media—but these numbers show the influence of the mobile app is even bigger than anticipated. It's safe to say that marketers should be taking notice that such a big chunk of referral traffic is coming from the social app and invest more attention in that area. Bitly's CEO perhaps said it best: "Facebook is crushing it,” Mark Josephson told Marketing Land.