Registration
Number of Unique Visitors
Avg. Time Per Visit
Bounce Rate
Number of Page Views
Conversions
Why Are Web Analytics So Important to PR
Uses same metrics to measure earned and paid media
Can help optimize overall communications strategy by matching the right messages with the right audiences
Sites that refer a lot of traffic
Effective messages
Demand generation and sales
___PPTMAC11
Use fact rather than intuition when addressing questions such as:
Is our corporate Twitter account driving traffic to the right web pages
Is Key Message A more effective at driving sales than Key Message B
Should we invest more resources in social or traditional media
What audiences should corporate communications be targeting
Why PR Is Not Using Web Analytics
Integration Challenges
Web Analytics Dashboard
Raw Referral Data from Web Analytics Solution
Social Media Report
Traditional Media Report
Why PR Is Not Using Web Analytics
Practical Steps For PR Professionals
Using Web Analytics for PR
Basic Analytics
Pulled directly from solution
Address basic questions
Who visits your website
Which sites drive most traffic
Which sites drive most sales
Should we invest more resources in social or traditional media
Basic Analytics
What sites drove the most traffic and engagement
Raw Earned Media Report From Web Analytics
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Basic Analytics
What types of sites drove the most traffic and referrals
Raw Earned Media Report From Web Analytics

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