Are you interested in knowing more about what people
do when they see your proactive PR outreach?
Do you have a specific goal in mind when you plan an
Does that goal involve some sort of interaction on
your web properties?
you probably use or have someone using Google Analytics to track your users.
Alternatively you might be using Adobe Analytics to track responses, which is
good as it is more challenging to use than Google Analytics (GA), and so you
probably a very competent PR web data analyst.
glance it yields some results but feels like there lots of duplication and unnecessary
complication. Please persevere. If you are the right organisation asking the
right questions it will help you, a lot.
configure settings and all that kind of thing. Get over to GA tutorial area (https://analyticsacademy.withgoogle.com/course01). Though to go from
a standing start to competent will involve quite a few hours.
to help a PR person. In particular around objective setting, and goal and
handle both Twitter and Facebook. And if one gets better results, should it be
allocated more resources. To do that you will need data, likely from GA.
and a selection of measurable goals. These might be White Paper downloads,
contact form leads, additions to a mailing list at the micro end or e-commerce
sales at the macro level.
track the results. GA is quite keen on the concept of ‘valuing’ intangible
actions on your site. For some this might be where things get a bit
controversial. Now I am no fan of AVE’s, and the like. Setting a value on
something like a White Paper download could be like trying to value of Twitter
follower. And that was an argument which did not end well!
the first instance. After a number of campaigns you might be able to make some
fairly objective assumptions. Over time you may able to estimate how many of a
certain type of interaction results for particular organisations in a sale if
there is a tangible linkage.
probably have an idea that for every 20 service demonstrations you get a sale.
You will know the average sale value and so can estimate the value of a
demonstration, hence the value of that type of goal. But it does not work for
everything so you must discriminate.
alongside you goal conversions including relative new to returning visitors, if
they came by search what term did they search under and what it the general
level of satisfaction with your site (bounce rate). There are a selection of
attribution models you might consider to understand the progression successful
buyers take and where others drop out.
PR can benefit from access to web analytics if success is getting people onto a
web property. You really need to hold
the keys to this stuff and not rely on other departments.
Thank you for viewing the article and I very much hope you found it interesting. Please don’t hesitate to offer a comment, particularly if I get things wrong! It would also be great if you wanted to subscribe to future blog updates.