Website Analytics and Measurement

PR professionals are getting more familiar with the value of website tracking and analytics. Where social media monitoring ends, website analytics begin. Typically, PR professionals have relied on the marketing and web team for website analytics. But, with your social media programs and stories driving people to your company’s website and newsrooms, how do you rely on someone else to benchmark your success?

One of the easiest and well-known analytics tools is Google Analytics, with its simple reporting of website user statistics. Other free or inexpensive analytics tools include Clicky, Reinvigorate, and GoingUp. Depending on the size of your company, you may have WebTrends or Omniture as your website tracking system. However, large or small, the reports are readily available and easy to read, with information that tells you if your efforts to share customized stories resonate with the people you want to reach, resulting in more website activity.