Our Google Analytics (GA) integration helps you better quantify the ROI of your PR efforts, providing data on how media coverage is directly driving business goals like lead, pipeline, or revenue generation.
We’ve built our GA integration to keep your digital team’s data safe - we can’t write to or alter the data or settings as the integration is read-only. We pull aggregate anonymized web traffic summary data to compare against news articles mentioning your brand. If you have not yet integrated your GA account with your TrendKite account, reach out to your CSM to receive a form and get started!
The TrendKite platform offers two widgets to help you understand GA impact:
Total Coverage vs Total Web Traffic widget
Offers a correlational analysis between Total Mentions and Total Web Traffic, displaying the potential impact your total news coverage has on your total website traffic. Most articles will not contain direct links to your site, so this helps give credit to brand awareness and recognition that will yield visits to your site through other means. For example, maybe you received a few meaningful earned mentions or ran a campaign where publishers didn’t use backlinks; readers could have still typed your brand name or domain into Google or directly into the browser, indirectly driving traffic to your site.
PR Referral Web Traffic vs Non-PR Web Traffic widget
Shows the amount of traffic that was driven by PR coverage versus through other means (ads, google searches, social media, direct type-ins, etc.) We consider traffic (sessions) to come from PR if the referral link matches an article url in TrendKite. Drilling into a month in this widget will show you GA data from individual articles that drove traffic during that month. You can use this widget to determine the success of a campaign or discover influential journalists or publications that are driving traffic to your website.