An effective press release can bring about media exposure, improve brand image, and drive traffic to the site. But to understand if your campaign is actually successful, you must measure it in terms of key performance indicators (KPIs). Here are some vital methods to monitor and analyze the performance of your press release campaigns.
Media Coverage and Mentions
One of the easiest measurements of success is through tracking media coverage. See how many sites, papers, and blogs published your press release. You can use media tracking tools such as Google Alerts or specialized PR monitoring sites to track visibility.
Website Traffic
A good press release will send traffic to your site. Utilize tools such as Google Analytics to monitor referral traffic from news sites or press release distribution websites. Track:
Visitors from press release sources
Time on your site
Bounce rates (low bounce rates are a sign of engagement)
Social Media Engagement
Social media is an effective multiplier for press releases. Monitor:
Shares, likes, and comments on Twitter, Facebook, and LinkedIn
Hashtag performance if you utilized branded or campaign-based hashtags
Influencers or industry leaders talking about your release
Lead Generation and Conversion Rates
If your press release has a call to action (CTA) pointing to a landing page, measure how many leads or sales were generated. Software such as UTM tracking links can be used to identify which visitors came from the press release and if they performed a desired action.
Search Engine Ranking and Backlinks
Press releases can boost your SEO efforts. Keep an eye on:
The volume of backlinks created through media coverage
Whether your target keywords rank better in search
Domain authority increase from earned media links
Journalist and Influencer Responses
If journalists or industry influencers contact you after sending out your press release, it means high engagement. Track requests for information, interview requests, or additional coverage opportunities that stem from your campaign.
Email Open and Click-Through Rates
If you send your press release by email to media relations or subscribers, track:
Open rates (percentage of people who opened the email)
Click-through rates (percentage of people who clicked through a link in the email)
Responses or follow-ups from the recipient
Revenue Impact
For product announcements or promotional press releases, measure the direct revenue effect. Monitor:
Changes in sales volume following the release
Customer inquiries associated with the press release
Revenue growth aligned with press-associated promotions
It’s essential to quantify the success of your press release campaigns using multiple measures. While monitoring media mentions, website visits, social share, lead conversion, and SEO influence, you can ascertain your campaign effectiveness. If you are in search of professional PR insights and campaign administration, visit QuickPR for press release distribution and analytics services.