PR pros should leverage Google Analytics to measure ROI of their outreach efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 21, 2020, 1:15 AM UTC

Businesses demand actionable insights and qualitative metrics beyond brand awareness, reputation and audience perception.

Leveraging Google Analytics can help public relation professionals demonstrate how well their outreach efforts are moving customers along the buyer’s journey. The article suggests tracking referral traffic originating from backlinks within a media placement.

PR experts can further breakdown referral data to study the average session duration and page views per session. Creating a goal conversion report is useful in identifying elements or points at which users drop off from a website.

Tracking specific user actions like form submissions, downloads and purchase can help gather actionable insights. These insights can later be used to improve messaging, content or usability to improve website performance.

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