Drill Tip: Measuring the Basic Impressions of a Blog Article
You successfully partnered with a blogger who just posted an article about your client. Great! Now how do you quantify the success of that placement?
Is it Unique Monthly Visitors (UMVs) of the blog? Is it the number of likes and tweets? Is it some combination of measures?
Though there is no lack of suggestions from the professional PR community, the challenge is determining which audiences are relevant when an article’s exposure can be several times multiplied with a single click. In fact, just last month the Institute for Public Relations tried to come out with their own solution to this problem but their recommendations left no clear indication of how arrive at a single metric for blog articles.
To come up with a basic reach number for a blog article, we thought it would be helpful to share how we approach the issue.
We start by visiting DoubleClick Ad Planner by Google and pulling the number of “Unique Visitors (estimated cookies)” for the website on which the article was posted. Google provides the best estimation, in our opinion, of traffic both including and excluding website visitors that allow cookies.
At this point, you have the number that would commonly reflect “impressions” for the article based on the IPR’s definition of the measurement. It’s in line with our experience that most hits come within the first month of an article being posted.
Though fairly basic, we can claim with confidence that this is a conservative reflection of how many users can be exposed to an article on a given site.