7 metrics PR pros should be tracking

If measuring your strategies and tactics doesn’t thrill you, know that gathering data and making sense of analytics can help you know how much ROI your work produces. Here’s how to start.

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Many PR pros cringe at the thought of measuring their efforts.

However, gathering analytics and measuring your strategies and tactics will enable you to know how your business development program is driving revenue.

Focus on seven ways to measure your campaigns’ effectiveness:

1. Domain authority

Your website’s domain authority is updated by Moz once or twice per month. If you are diligent and consistent about publishing content, you can expect a slow but steady increase each month.

You’ll see this number increase more quickly when you are starting out. After you move above a domain authority of 40, you’ll see slower growth. On average, you can expect about six points per year—or half a point every month.

2. Visitors from owned and earned media

How many of your website visitors are drawn in by the contributed content you’re placing? Which websites are sending you the most traffic? Are any sites not sending traffic?

Use these data to refine your media relations list. As long as your media placements and contributed content pieces all include a link back to your website, you can track this metric.

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