How do you measure the ROI of your earned media efforts? What metrics do you prioritize?

Question

Unlocking the true value of earned media is a challenge many face, but understanding the right metrics can make all the difference. With insights from experts like a Co-Founder and a Chief Marketing Officer, this article provides a comprehensive guide on measuring ROI effectively. The discussion kicks off with tracking media coverage reach and engagement and wraps up with prioritizing lead generation for effectiveness, featuring a total of fifteen expert insights. Navigating through these metrics will empower readers to gauge their earned media efforts accurately.

Tom McCarron · Answer

To measure the ROI of earned media efforts, I look at metrics like media coverage reach, engagement (shares, likes, comments), referral traffic to the website, and lead-gen or sales conversions from those sources. I also look at brand sentiment and share of voice vs. competitors. By tracking these against the cost of PR and overall business goals, I can measure the effectiveness of the earned media in driving awareness and tangible results.

Shehar Yar · Answer

Measuring the ROI of earned media efforts can be complex, but I prioritize a few key metrics that provide a clear view of the impact. One of the most critical metrics is website traffic and conversions driven from earned media placements. By tracking referral traffic and setting up UTM parameters, I can see how much of the traffic comes from these sources and whether it leads to tangible actions like inquiries, sign-ups, or purchases. These conversion rates help quantify the direct value of media coverage and how it impacts the business.
Another important metric I prioritize is brand sentiment and engagement. Earned media isn't just about numbers—it's about how people perceive and interact with your brand. I track social media mentions, shares, and comments, paying close attention to the tone and nature of the engagement. Positive sentiment and an increase in brand awareness often reflect a strong ROI even if they don't immediately translate to sales. Combining both quantitative metrics (traffic, conversions) and qualitative measures (brand sentiment, engagement) gives a more holistic view of the success of our earned media efforts.

Faizan Khan · Answer

To measure the ROI of earned media, I prioritize metrics that directly reflect engagement, reach, and conversion impact. Media impressions and social shares gauge visibility, while engagement metrics (likes, comments, shares) show audience resonance. Website traffic from earned media sources helps track how effectively the coverage drives potential customers to our platform.I also focus on sentiment analysis to understand brand perception and lead-generation metrics, tracking any spikes in sign-ups, inquiries, or conversions post-coverage. Finally, comparing ad value equivalency (AVE)—estimating the monetary worth of the earned coverage with paid media benchmarks—provides a financial lens. These metrics together provide a comprehensive picture of the ROI from earned media efforts.

Magee Clegg · Answer

To measure the ROI of earned media efforts, I prioritize tracking metrics like customer lifetime value (CLV) and cost-per-lead (CPL). Understanding the long-term value of customers who come through earned media channels gives me a clearer picture of ROI than short-term gains. For instance, a client saw a 278% revenue increase in 12 months because we focused on maximizing CLV by nurturing leads acquired through media attention.
I also emphasize multi-touch attribution to identify and credit key interactions across the customer journey. For a B2B client, integrating multi-touch attribution revealed that specific engagements, like when a client remarked positively about their media exposure, were instrumental in pushing prospects through the funnel, which led to a significant increase in conversion rates.
While engaging with earned media, I advise optimizing the website conversion rate and lead-to-customer conversion rate. By enhancing these elements, as shown with a client whose website traffic grew over 14,000%, businesses can transform media interactions into tangible, profitable outcomes.

Azam Mohamed Nisamdeen · Answer

When evaluating the ROI of earned media, I focus on traffic and conversions driven by mentions, backlinks, and social shares. As an SEO specialist, I look closely at referral traffic in analytics to see how many users visit our site due to media coverage. These visitors often have higher engagement, which shows the value of earned media in attracting interested audiences.
I also prioritize tracking domain authority improvements and backlinks gained from reputable sites. A steady increase in domain authority tells us that our SEO is benefiting from earned media, enhancing our search rankings and organic traffic. Each quality backlink is essentially an endorsement, helping our site gain credibility.
For a well-rounded view of earned media ROI, it's essential to look at engagement metrics like page views and time spent on-page. These metrics indicate that users find our content valuable, and more time on-site often leads to conversions. Tracking multiple metrics provides a full picture of the impact.

Chase Mckee · Answer

As the Founder and CEO of Rocket Alumni Solutions, I focus on leveraging data-driven insights for measuring the ROI of our earned media efforts. A key metric I use is the increase in organic traffic and search visibility resulting from strategic content syndication. For instance, we achieved a 150% growth in brand mentions through distributing thought-leadership articles, which drove a substantial boost in web traffic.
Another key metric is engagement quality from earned media. Our user-generated content campaign, which encouraged customers to share their stories, resulted in a 40% increase in brand engagement. By analyzing click-through rates and user interactions, we could correlate these metrics with conversion improvements, establishing a direct link to long-term business growth.
I prioritize building meaningful partnerships to amplify earned media impact. We partnered with an industry blog, securing high-quality backlinks, which led to a 20% boost in organic rankings. Tracking referral traffic from these sources allowed us to quantify the ROI of our strategic alliances toward attaining higher visibility and engagement. In measuring the ROI of our earned media efforts at Rocket Alumni Solutions, I leverage data-driven approaches focusing on organic search rankings and resulting traffic. By implementing strategic partnership initiatives, such as guest articles on industry blogs, we've seen a 60% rise in referral traffic, directly correlating with a 20% boost in web traffic and client engagement.
I prioritize SEO performance as a key metric, demonstrated by our early success in achieving first-page ranks through multiple fast-loading web domains. This not only improved our visibility but also led to a marked increase in demo bookings and initial client conversions, illustrating concrete ROI.
Additionally, by integrating content syndication strategies, we've expanded our brand's reach, achieving a 400% increase in content visibility. Tracking these metrics allows us to effectively assess the impact of our earned media, ensuring it contributes to sustained growth.

Shreya Jha · Answer

To measure the ROI of earned media efforts, I focus on several key metrics that reflect both reach and engagement. First, I track media impressions to understand how many people have potentially seen our coverage. Next, I prioritize website traffic generated from earned-media placements, analyzing referral sources to see how much of that traffic converts into leads or customers. Additionally, I assess social media engagement metrics, such as shares, likes, and comments, to gauge audience interest and sentiment. Finally, I consider brand sentiment analysis through monitoring tools to evaluate how coverage affects public perception. By combining these metrics, I can gain a comprehensive view of the impact and effectiveness of our earned media efforts.

Luke Heinecke · Answer

In digital marketing, calculating the ROI of earned media efforts involves aligning on metrics like conversion value and cost per acquisition. At Linear Design, we focus on maximizing revenue by targeting keywords and improving conversion rates. For instance, we transformed a client's CPA from $85 to below $50 through consistent testing and adjustment—the kind of optimization that directly impacts ROI.
We prioritize metrics that truly matter, like cost per acquisition over vanity metrics. One approach we use is sorting campaigns by cost to identify high-spend areas where adjustments yield significant returns. By monitoring the profitability of keywords and tweaking our strategies, I've found that a granular focus on costs can substantially improve ROI.
Retargeting strategies are also paramount. Through building audiences with Google Ads and Facebook's retargeting tools, we ensure previous visitors are continually engaged. For example, setting up a Remarketing List for Search Ads (RLSA) helps us focus on high-intent targets, optimizing conversion rates without increasing costs disproportionately.

Julie Ginn · Answer

In my role at Aprimo, measuring the ROI of earned media goes beyond traditional metrics like impressions. I prioritize a blend of Return on Investment (ROI) and Return on Effort (ROE) metrics to truly capture the value generated. At Aprimo, we leverage our AI-powered content operations platforms to calculate ROE, breaking down the effort and cost involved in creating assets, then juxtaposing this with impressions and brand visibility gained. For instance, we might evaluate how an asset, which cost us $1,700 and minimal hours to create, gained traction more effectively than more time-intensive pieces.
At Lob, a previous stop in my career journey, we fine-tuned this approach by emphasizing content distribution and resource allocation to maximize outputs with minimal inputs. The trick lies in being agile, making adjustments as you go, and using ROE data to eliminate low-impact strategies. These methods ensured we directed efforts toward channels performing best in real-time, driving home cost-effectiveness and improving conversion rates significantly.
Moreover, managing multi-channel campaigns means I ensure that all possible untapped avenues are optimized. This includes iterating on content pieces based on direct feedback from these metrics. In a recent initiative, our holistic approach to measuring content performance enabled us to double down on strategies that proved successful, effectively optimizing the media mix for better returns.

Robert Portillo · Answer

To measure the ROI of earned media, I look at metrics such as impressions, engagement rates, and referral traffic. One method I prioritize is analyzing the change in organic search rankings following press coverage, which often leads to an increase in website traffic and conversions. At 12AM Agency, after implementing a successful SEO campaign for a law firm, we saw a 50% increase in organic traffic within a quarter, illustrating the value of targeted earned media efforts.
Additionally, I focus on tracking brand mentions and sentiment analysis to understand the impact of the media coverage. For instance, when we managed a reputation-management campaign for a client, positive sentiment and reviews resulted in significantly higher Google Maps visibility and customer engagement, boosting their local presence. These real-world examples demonstrate how earned media can directly impact both online visibility and business growth.

Josh Cremer · Answer

When evaluating ROI from earned media efforts, I prioritize analyzing website behavioral metrics and conversion data. For instance, in a collaborative project with the Idaho Lottery during a comprehensive SEO campaign, we identified a 35% uptick in website session durations and a 25% increase in conversion rate post-coverage on reputed finance blogs.
I also measure the impact on lead generation and specific customer responses to strategic branding changes. During a rebranding initiative with Wright Physical Therapy, media exposure led to a 40% greater lead-capture rate and an increase in service sign-ups due to the reinforced brand messaging through organic media mentions.
Lastly, I emphasize monitoring shifts in audience demographics and segmentation, which directly impact business growth. Working with Pro Photo Box, we identified a 15% demographic shift towards a younger, tech-savvy audience after being featured in a couple of lifestyle magazines, directly influencing purchasing behavior and brand loyalty.

Kristin Marquet · Answer

I focus on a mix of quantitative and qualitative metrics. First, I look at website traffic from media placements, including referral traffic, time on page, and conversion rates to see if visitors engage with our content or sign up for services. I also track the increase in brand mentions, social media engagement, and new followers to gauge the broader impact of media coverage on brand awareness. Another key metric is lead generation—how many inquiries or sales can be directly attributed to specific media placements. I sometimes conduct surveys for larger campaigns to understand the impact on brand perception. Combining these metrics gives me a clearer picture of how earned media contributes to business growth and where to focus future efforts.

Tracie Crites · Answer

When I measure the ROI of our earned media, I focus mostly on Customer Acquisition Cost (CAC). It's not just a metric to me; it's like a reality check on how effectively we're connecting with the right clients. Every piece of media exposure, every mention in the press—my goal is for it to reach people who actually need our services. So CAC lets me see if those efforts are paying off in a meaningful way. 
To get there, I start by tracking the initial interest each media mention generates. I look at things like how much traffic it drives to our website, how many people are signing up to learn more, or how many new leads we get from it. It's one thing for a story to get clicks, but I want to know that it's interest from potential clients who are curious about what we do and who might really benefit from our appraisals.
Then, I look into the actual cost side. I break down how much we put into getting that media attention—whether it's the time spent crafting pitches, the resources for media outreach, or even the follow-up that goes into converting those leads. If a story brings in a lot of quality leads, it's worth every minute. But if we're investing a lot and only seeing minimal results, it's a good indicator we might need to tweak our media strategy or focus on different angles in our outreach.

Kerry Anderson · Answer

When measuring the ROI of earned media efforts, I focus on aligning specific goals with clear metrics like engagement and conversions. In one campaign for a local business, we leveraged advanced analytics to pinpoint which earned media stories resulted in increased foot traffic and website visits, ultimately boosting their sales by 35%.
I prioritize metrics such as audience engagement and content reach over merely tracking impressions. For example, tracking the time users spend reading earned-media articles versus paid content can provide insight into genuine interest and brand perception. This is crucial because higher engagement often translates to higher conversion rates.
I've also implemented strategies to measure the impact of shares and discussions across social platforms. Encouraging clients to include share buttons on blog posts resulted in a 50% increase in social shares, which we then linked to a 20% rise in site visits. Observing how earned media prompts interaction offers a direct line to understanding its ROI.

Mushfiq Sarker · Answer

The metric I prioritize in measuring the ROI of our earned media efforts is lead generation. At the end of the day, the real value of earned media is in the number of quality leads it brings in. I'm looking to connect with potential clients who are interested in our services, so I always track how many leads we're able to generate from each piece of earned media to get a clear picture of its effectiveness.
Lead generation tells me if the media coverage is reaching the right audience. If we're seeing a steady flow of inquiries or consultation requests after a feature, it's a strong sign that our message is hitting home with people who are likely to become clients. It's a straightforward metric, but one that gives a lot of information into whether we're on target with our media strategy and if the story resonates with those who need our help.

15 Key Metrics to Measure the ROI of Earned Media Efforts

15 Key Metrics to Measure the ROI of Earned Media Efforts

Track Media Coverage Reach and Engagement

Prioritize Website Traffic and Conversions

Focus on Engagement and Conversion Impact

Track Customer Lifetime Value and Cost-Per-Lead

Analyze Traffic and Domain Authority Improvements

Leverage Data-Driven Insights for Organic Traffic

Track Media Impressions and Website Traffic

Align on Conversion Value and Cost Per Acquisition

Blend ROI and ROE Metrics for Value

Analyze Impressions, Engagement Rates, and Traffic

Analyze Website Behavioral Metrics and Conversions

Mix Quantitative and Qualitative Metrics

Focus on Customer Acquisition Cost

Align Goals with Engagement and Conversions

Prioritize Lead Generation for Effectiveness