Finally, Measure ROI of PR
An obstacle that PR pros continue to face is measuring the effect of their pitching on ROI and how to present those results to their clients. Business outcomes from SEO, social media, and email marketing are all extremely measurable - with traditional PR, not so much.
Not to brag but …. we were the first PR software with affordable business outcomes measurement. Between Propel’s Direct Attribution and General Correlation graphs, we provide a complete picture as to how your PR efforts are directly affecting your business outcomes.
Direct Attribution
Our PR Direct Attribution dashboard demonstrates traffic from backlinks in the coverage that you receive as a result of your pitching. But it goes a step further - using those backlinks, you can also view goal completion metrics, based on your own or your client’s specific goals in Google Analytics. By giving you exact, direct attribution you can precisely measure the ROI you have created from your PR efforts.
General Correlation
While Direct Attribution gives you exact measurement, it may not paint the whole picture - which is why we created our General Correlation dashboard. If your coverage did not include a backlink or if your audience chose to do their own search of your brand, we have provided a visual that shows the total traffic overlaying it with your published articles.
You can also view General Correlation in relation to your specific goal completions. This graph reveals new deals, downloads, signups, or any other goal you or your client have set up in Google Analytics. These stats are found using our Google Analytics integration. Check out our blog on how to enable business outcomes for your clients.
The Bottom Line
Between both the Direct Attribution and General Correlation dashboards, you are able to get an overarching view of the effects of your coverage on your business outcomes. You can even share your impact with execs or clients by using our shareable dashboard feature. We know it can be frustrating to put in hours of PR efforts with little measurable impact, so we encourage you to explore our Business Outcomes dashboard and change the narrative.
