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Measuring Public Relations
with Google Analytics
About the Presenters

Mike Santoro

John Fairley

President, Walker Sands
@michaelsantoro

Director of Web Services, Walke...
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…
The Six Steps to Measuring PR
1. Google Analytics Configuration
2. Create Valuable Content

3. Create Goals in Google Anal...
Configuration: Website (Measuring Success)
Add Google Analytics
Code to Every Page
of Your Website

Step

1
Configuration: Website (Measuring Success)

Some items such as PDFs can’t
have Google Analytics code.

Use event tracking....
Configuration: GA Segments for PR Traffic
1

Step

Domain Names of
Publications:
nytimes,
wallstreetjournal,
techcrunch, e...
Configuration: GA Segments for PR Traffic
Domain Names
of Press Release
websites:
prweb,
prnewswire, etc.

Step

1
Create Valuable Content

Most people aren’t
ready to call and buy
from you.

Step

2
Create Goals in Google Analytics

Use goals to track
downloads, case
study views,
leads, etc…

Step

3
PR Campaign around goal – Links Matter

Step

4

18x
Website Traffic
Configuration: GA Segments for Social Posts

Step

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

...
View reports through these filters

• Website Traffic
• Conversions/Leads

• Impact on Remarketing
• Publications Driving ...
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 Analysis

Step

6
An Example:
2014 Future of Retail Study
2014 Future of Retail Study

Social Media
3 Press Releases
25 media placements
2014 Future of Retail Study

242 placement Visits
Traffic Spikes Due to Placements

Marketing Profs Top Driver of Traffic
...
Questions to Ask
1. Who can set up and provide access to Google
Analytics? Set Goals? Segments?
2. Who has access & author...
Questions?

Mike Santoro

John Fairley

President, Walker Sands
@michaelsantoro

Director of Web Services, Walker Sands Di...
Thank You!
Stay tuned for the step by step guide in January
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Measuring PR with Google Analytics Webinar - Walker Sands and Walker Sands Digital

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The ROI of public relations is traditionally very difficult to measure, especially for B2B companies. But it’s not impossible. When you can’t turn to market research to assess PR success, we find it incredibly useful to dig into your Google Analytics.

Learn how to:
Gain additional insight into the success of your PR programs
Determine the right web pages to link to
Identify performance of website traffic from media placements
Dissect and monetize traffic once it hits your website
Tie leads to your PR activities and justify budget

The recorded presentation can be viewed at: http://www.walkersands.com/Measuring-PR-with-Google-Analytics-Webinar

Published in: Marketing, Technology, Business
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Measuring PR with Google Analytics Webinar - Walker Sands and Walker Sands Digital

  1. 1. Measuring Public Relations with Google Analytics
  2. 2. About the Presenters Mike Santoro John Fairley President, Walker Sands @michaelsantoro Director of Web Services, Walker Sands Digital @johnfairley
  3. 3. What does Public Relations Do? Awareness Credibility
  4. 4. How Easy is it to Measure PR? Source: Ifbyphone Marketing Measurement Study
  5. 5. If it were only this easy…
  6. 6. The Six Steps to Measuring PR 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
  7. 7. Configuration: Website (Measuring Success) Add Google Analytics Code to Every Page of Your Website Step 1
  8. 8. Configuration: Website (Measuring Success) Some items such as PDFs can’t have Google Analytics code. Use event tracking. Step 1
  9. 9. Configuration: GA Segments for PR Traffic 1 Step Domain Names of Publications: nytimes, wallstreetjournal, techcrunch, etc. 2 3 4 1
  10. 10. Configuration: GA Segments for PR Traffic Domain Names of Press Release websites: prweb, prnewswire, etc. Step 1
  11. 11. Create Valuable Content Most people aren’t ready to call and buy from you. Step 2
  12. 12. Create Goals in Google Analytics Use goals to track downloads, case study views, leads, etc… Step 3
  13. 13. PR Campaign around goal – Links Matter Step 4 18x Website Traffic
  14. 14. Configuration: GA Segments for Social Posts Step http://www.website.com/blog/Mobile-Traffic-Report-2013?type=pr_social 4
  15. 15. View reports through these filters • Website Traffic • Conversions/Leads • Impact on Remarketing • Publications Driving Most Traffic • Publications Driving Most Conversions • Landing Pages Visited/Traffic Paths Step 5
  16. 16. View reports through these filters Step 5
  17. 17. View reports through these filters Step 5
  18. 18. View reports through these filters Step 5
  19. 19. Export Data for Advanced Excel Analysis Step 6
  20. 20. An Example: 2014 Future of Retail Study
  21. 21. 2014 Future of Retail Study Social Media 3 Press Releases 25 media placements
  22. 22. 2014 Future of Retail Study 242 placement Visits Traffic Spikes Due to Placements Marketing Profs Top Driver of Traffic 60+ Whitepaper Downloads (Leads)
  23. 23. 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?
  24. 24. Questions? Mike Santoro John Fairley President, Walker Sands @michaelsantoro Director of Web Services, Walker Sands Digital @johnfairley
  25. 25. Thank You! Stay tuned for the step by step guide in January

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