PR Measurement with Google Analytics
How to track PR & Marketing results and show business value using a custom Google Analytics Dashboard
The ability to set goals based on data and measure results is one of the hottest trends in content marketing for 2019
CMOs (Chief Marketing Officers) are under pressure to measure value, impact, and contribution to the bottom line.
Social, mobile, and digital are the main channels influencing customers across their buying journey. And they’re just a couple of points apart. (2018 Gartner Multichannel Effectiveness Study)
These numbers are up significantly from 2017 and are predicted to grow even more in 2019. So you can bet C-suite execs are going to want data to evaluate how their companies are performing across these channels for awareness, interest, conversion and advocacy. If you're working with social, mobile or digital channels, you will be asked to provide these insights.
The ability to track results and report ROI is one of the top skills CMOs are looking for in 2019.
And that's just one of the things you can do when you learn to use data and analytics as part of your everyday PR and content marketing work.
Yes, I know. Just thinking about measurement and analytics can give you a headache. But it's really not that hard to learn. I've done it and I can walk you through it, step-by-step.
And once you know the basics, you become one of those rare people who knows how to use data to
- Improve messaging
- Reach the right people
- Track results
- Report ROI.
Boost your resume
Most of the marketing jobs advertised on LinkedIn and Indeed require measurement,and analytics. More than half of the PR jobs list it as a requirement too. Stay ahead of the curve in your career. Learn how to use analytics to track results and show value.
Why is analytics so important?
Analytics gives you insights. You can learn all sorts of valuable things - like who your core audience is, what they like and don't like, what they respond to. You can learn what content is resonating, who's sharing your content, where your visitors came from and why.
The C-suite and clients need these insights to make business decisions.
This course will give you the basics of what to measure and how to track your results. And it gives you a free tool to help you do that - the PR Measurement Dashboard in Google Analytics. (Built by a PR veteran.)
Why does the dashboard make a difference?
Google Analytics is a beast of a program. It can drill down and find the tiniest bits of information. There's so much data there it can be overwhelming. You need a simple dashboard with the most important reports at your fingertips, so you can get started quickly and easily and look like a hero.
Get started now!
Who should take this course?
- Communications and PR students who are about to graduate. "Data analytics and insights will be more valuable on your resume than “people skills” or great writing. PR graduates, are you listening?” The Measurement Advisor.
- PR Agency staff. "More so than ever we are faced with ROI questions to secure new clients." CEO Boutique PR firm Chicago.
- PR practitioners who want to show how their work impacts business performance. "The business world is (rightly) enamored by analytics, set on using their predictive value to construct a strategy, increase profitability and bolster bottom-line growth." Forbes Communications Council
What you learn in this course:
- What to measure - insight into the Barcelona Principles of measurement
- How to set measurable goals
- How to align your goals with business objectives
- How to track results using an easy-to-use custom Google Analytics dashboard
- How to measure organic social media
- How to measure paid content
- How to track earned media
- How to find the most important influencers for your brand or client
- How to make a good landing page to collect leads
- How to use the reports in the Dashboard
An award winning instructor: PR Trainer of the Year, Top 50 PR People on Twitter, PR/Tech award
A custom built Google Analytics Dashboard created by a PR veteran and a Google Analytics specialist
A personal one-hour call with Sally Falkow to get you started with your analytics.
What students say about Sally Falkow
" I learned more from Sally in one session than I had learned at all the seminars and conferences I'd attended." Professor Astrid Sheil, Communications Department, Cal State University San Bernadino.
"This course is so easy to follow - after taking two courses with other experts I finally know what I'm doing and I'm getting results." Jamella Pangan-Santos, CEO, Houzerz.com
"I learn more and more from Sally each time. She truly knows her game," Paolina Milana, Brand storyteller and Strategist.
Sally Falkow has been a pioneer in Digital PR and Measurement since 2000. She was named PR Trainer of the Year in 2009 and has received many accolades for her work over the years.
Tinu Abayomi Paul
Tinu is a Digital Marketing Specialist and she is the technical whiz who built the Google Analytics custom dashboard used in this course.
PreviewIntroduction to Measurement and the Dashboard (10:21)
StartWhat to Measure (15:57)
StartOther Business Goals (12:41)
StartSetting Goals Examples (6:02)
StartHow to Set Up Goals in Google Analytics (6:11)
StartMeasuring Organic Social Media (10:06)
StartMeasuring Paid Media (Social Advertising) (7:24)
StartMeasuring Earned Media (6:11)
StartHow to Make a Landing Page to Track Conversion (4:36)
StartDownloading the Dashboard (1:02)
StartDashboard Cheat Sheet
StartSocial Session & Networks (5:03)
StartReal Time Visitors (2:38)
StartOutcomes by Page (Goals) (2:34)
StartNew Visitors & Where They Come From (4:00)
StartWhere Visitors Came From in Last Full Month (3:37)
StartHighest Traffic Pages (2:23)
StartBounce Rate (4:15)
Frequently Asked Questions
What if I have questions?
You can join the questions webinar each Friday 1 - 2 pm Eastern.
Send the questions in by email and we'll;answer them on the webinar