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Website Analytics Integrations
Our Website Analytics integrations with both Google Analytics and Adobe Analytics help you better quantify the ROI of your PR efforts, providing data on how media coverage is directly driving business goals like website traffic, conversions, and revenue.
We’ve built our Website Analytics Integrations 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 Google Analytics or Adobe Analytics account(s) with your TrendKite account, go to your App Settings page and click "Connect" to download instructions and get connected!
The TrendKite platform offers two widgets to help you understand your Website Analytics’ 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 indisputably driven by PR coverage versus through other means (ads, google searches, social media, direct type-ins, etc.) We consider website traffic to come from PR if the referring URL matches an article URL in TrendKite. Drilling into this widget will show you every individual article that drove traffic 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.
Website Analytics Metrics
Depending on what website analytics software you use, there are different names for the same metrics. Below is a quick reference on what certain metrics translate to depending on the software you are looking at:
|Google Analytics||Adobe Analytics||TrendKite|
|Pages/Session||N/A||Avg Page Views|
|Avg Session Duration||Total Time Spent||Avg Time on Website|
|% New Sessions||N/A||% First Time Visits|
|New Users||N/A||First Time Visitors|
|Bounce Rate||Bounces||Bounce Rate|
|Goal Completions||N/A||Goal Completions|
|Conversion Rate||N/A||Conversion Rate|
|Goal Value||N/A||Goal Value|
Additional Notes on Website Analytics Integrations
For Adobe Analytics, we do not integrate ‘Custom Events’, which is the equivalent of Google Analytics’ ‘Goal Completions’. Therefore, you cannot speak to non-checkout conversions.
You can achieve this by integrating both Google Analytics and Adobe Analytics into TrendKite and cross-check results to see Goal Completions.
‘Checkouts’ in Adobe Analytics means someone entered a checkout flow, whereas ‘Orders’ means they completed it.
Learn More About Using Website Analytics to Prove PR’s Impact
Interested in learning more about how you can use metrics like traffic, conversions, and revenue to prove PR’s impact on the business? Here are some educational materials to get you started: