Measuring Public Relations with Google Analytics

About the Presenters

Mike Santoro

President, Walker Sands@michaelsantoro

John Fairley

Director of Web Services, Walker Sands Digital

@johnfairley

What does Public Relations Do?

Awareness Credibility

How Easy is it to Measure PR?

Source: Ifbyphone Marketing Measurement Study

If it were only this easy…

1. Google Analytics Configuration

2. Create Valuable Content

3. Create Goals in Google Analytics

4. Execute PR Campaign Around Goal

5. View Reports through Filters

6. Export Data for Advanced Analysis

The Six Steps to Measuring PR

Configuration: Website (Measuring Success)

Step

1

Add Google Analytics Code to Every Page of Your

Website

Configuration: Website (Measuring Success)

Step

1

Some items such as PDFs can’t have Google Analytics

code.

Use event tracking.

Configuration: GA Segments for PR Traffic Step

1

1

2

Domain Names of Publications:

nytimes, wallstreetjournal, techcrunch, etc.

34

Configuration: GA Segments for PR Traffic Step

1

Domain Names of Press Release

websites:prweb,

prnewswire, etc.

Create Valuable ContentStep

2

Most people aren’t ready to call and buy

from you.

Create Goals in Google Analytics Step

3

Use goals to track

downloads, case study views, leads, etc…

Step

4PR Campaign around goal – Links Matter

18x Website Traffic

Configuration: GA Segments for Social Posts

Step

4

http://www.website.com/blog/Mobile-Traffic-Report-2013?type=pr_social

View reports through these filters Step

5

• Website Traffic

• Conversions/Leads

• Impact on Remarketing

• Publications Driving Most Traffic

• Publications Driving Most Conversions

• Landing Pages Visited/Traffic Paths

View reports through these filters Step

5

View reports through these filters Step

5

View reports through these filters Step

5

Export Data for Advanced Excel AnalysisStep

6

An Example:2014 Future of Retail Study

2014 Future of Retail Study

3 Press ReleasesSocial Media

25 media placements

2014 Future of Retail Study

242 placement VisitsTraffic Spikes Due to Placements Marketing Profs Top Driver of

Traffic

60+ Whitepaper Downloads (Leads)

Questions to Ask

1. Who can set up and provide access to Google

Analytics? Set Goals? Segments?

2. Who has access & authority to make website changes?

3. What is your vision of success? - Demos? Downloads? Traffic to a specific page?

4. Do you have link worthy content? If not how will you develop it?

5. How often are you reviewing your results?

Questions?

Mike Santoro

President, Walker Sands@michaelsantoro

John Fairley

Director of Web Services, Walker Sands Digital

@johnfairley

Thank You!

Stay tuned for the step by step guide in January