How PR pros 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.
Its impact on the bottom line has been difficult to prove with any certainty. Given that we live in a digital era when everything is capable of being analyzed, 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.
Most CEOs and their top-tier execs in emerging growth B2B tech companies are hyper-focused on generating qualified leads and converting those leads into sales-qualified leads (SQLs). The extent to which you can couch your PR activities in ways that support revenue growth will ensure PR’s viability in the organization.
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:
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