Equating success in public relations by hard data and analytics is a relatively new trend.

Traditionally, PR efforts were calculated using metrics such as impressions and reach, which were fancy ways of stating the possible number of people who saw the post. 

These old metrics won't cut it now that digital PR professionals are becoming more integrated with marketing teams.

Clients today demand more information about content success and assurance that their PR investment is paying off.  

This article will take a look at the five metrics to gauge digital PR success. Let's have a look at them below; 

1. Referral Traffic 

Any content you share is hitting all parts of the internet through several news platforms. However, as any digital marketer knows, not all of these platforms can produce the same amount of traffic.

People interact with content in different ways depending on the platform they are using, and it's up to your team to figure out the type of content they want. Referral traffic is one way to determine this.  

Any traffic from an external source, such as blog posts, case studies, social media, and so on, is referred to as traffic. You will optimize promotions like "buy 1 get 1 free for self ink stamp" and develop hyper-personalized, high-performing content for your clients if you monitor referral traffic.

The majority of today's digital analytics tools will easily monitor referral traffic for your team.  

2. Conversions  

After knowing where your traffic is coming from, you have to know if the traffic is taking the desired action. Conversions are the term used in marketing to describe these acts.

Depending on the type of content being pitched, a conversion will look different. For instance, a conversion could be the total signups from your email marketing if your client owns a small e-commerce store.