How communicators can tap Google Analytics for measurement
Metrics can be elusive, but there are ways to identify and sift the data you need so you can justify a bigger budget—and get more clout in the planning process.
Debate has long swirled around the measurability of public relations activities and communication initiatives.
Our impact on the bottom line has been difficult to prove with any certainty. Today, that demand for measurability and accountability has only increased.
Rather than get bogged down in philosophical arguments about PR’s role in an organization, let’s take a quick look at some of the ways you can—and should—start measuring PR’s impact from a website traffic perspective.
Here are some website metrics available in Google Analytics to help you parse the data you will need when presenting monthly results to your senior leadership team:
Website traffic
Why focus on traffic? When you run a media outreach campaign supported with a press release and you get media coverage, then it’s likely that you will see traffic generated by that content. Also, any social media posts you issue in the campaign might also generate clicks.
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