5 Metrics to Measure the Impact of Earned Media On Lead Generation
EarnedMedia.io
5 Metrics to Measure the Impact of Earned Media On Lead Generation
Earned media can significantly impact lead generation, but measuring its effectiveness can be challenging. This article explores key metrics that businesses can use to evaluate the impact of earned media on their lead generation efforts. Drawing insights from industry experts, the piece offers practical strategies for tracking and analyzing media performance.
- Track Referral Traffic and Conversion Rates
- Analyze Multi-Touch Attribution for Media Impact
- Leverage HubSpot for Earned Media Metrics
- Monitor Website Traffic from Media Sources
- Combine Quantitative Data with Social Engagement
Track Referral Traffic and Conversion Rates
Measuring the true impact of earned media requires looking beyond vanity metrics like impressions or social shares. We start by tracking referral traffic in Google Analytics to identify which news sites, blogs, or social mentions are driving qualified visitors to our website. The key is segmenting this traffic to see if these visitors behave differently - do they spend more time on site, view more pages, or convert at higher rates than other channels?
For lead generation, we implement UTM parameters on all shared links to track which specific media placements drive form submissions or content downloads. More sophisticated attribution models help us understand if earned media plays an early awareness role in longer buyer journeys. We often see that while a podcast mention might not generate immediate conversions, it creates brand recognition that pays off weeks later through branded search traffic.
Sales attribution gets trickier. We connect media coverage to CRM data by tracking spikes in demo requests or purchases following major placements. Customer surveys asking "How did you hear about us?" provide qualitative data that fills gaps in digital tracking. For B2B companies, we monitor increases in inbound partnership inquiries or speaking opportunities after media appearances.
The most valuable metric is influenced revenue - using multi-touch attribution to calculate what percentage of closed deals interacted with our earned media at any point in their journey. This helps prove that while a Forbes article might only generate 50 direct clicks, it could influence $200K in pipeline from executives who saw it but navigated to our site later through other channels.
The real art lies in combining these quantitative metrics with qualitative insights - like tracking sentiment in social conversations or monitoring backlink quality from media coverage. This holistic view shows whether earned media is just creating noise or actually moving the business needle.
Analyze Multi-Touch Attribution for Media Impact
To measure the impact of earned media, I track referral traffic from placements using UTM parameters and Google Analytics. If a publication mentions us, I examine how much traffic that link drove, what actions visitors took, and how long they stayed on the site. If it leads to email signups, booked calls, or purchases, I consider it a success.
I also monitor branded search volume before and after major features. If we observe a spike in people Googling our name, that's a strong signal that the media coverage raised awareness. For leads, I track assisted conversions and attribution models within our CRM to see if earned media played a role in the sales journey.
It's not always immediate, but when you combine traffic data, conversion tracking, and brand lift, you gain a clear view of how earned media drives results over time.
Leverage HubSpot for Earned Media Metrics
Measuring the impact of earned media on lead generation and sales can be challenging, but it's far from impossible with the right tools and strategy. In my experience, the key is to track earned media not in isolation, but as part of a multi-touch attribution model, and tools like HubSpot make this much easier to manage and quantify.
When earned media coverage hits, whether it's a product mention, guest feature, or quote in a top-tier publication, I immediately create custom tracking URLs using UTM parameters so that we can accurately attribute traffic and conversions. HubSpot automatically tracks these UTMs, which allows us to segment contacts based on source and campaign.
From there, I rely on several key metrics specifically inside HubSpot to measure impact:
1. New contacts by original source: I filter by "Referral" or "Other Campaigns" to see how many leads originated from earned media channels.
2. Sessions & conversions from earned links: HubSpot's web analytics show traffic from those articles or backlinks, and I track which pages convert visitors into leads.
3. Influenced revenue: HubSpot's revenue attribution reporting allows me to see how many deals or closed-won opportunities were influenced by earned media touchpoints, which is critical for tying top-of-funnel PR efforts to real revenue.
4. Engagement rate over time: I use HubSpot's contact activity timelines to evaluate whether earned media touchpoints contributed to increased email engagement, page views, or form submissions in the future.
One tactic I've used to deepen attribution is creating dedicated landing pages or blog posts that expand on the earned coverage when applicable. This not only improves SEO and gives sales a resource to share but also provides a cleaner way to isolate and track earned media traffic inside HubSpot.
While earned media is often considered brand awareness-focused, HubSpot's CRM and attribution tools allow you to connect the dots, from press hits to pipeline growth. It's all about setting up tracking before the coverage goes live, then analyzing both direct and assisted conversions to understand the complete picture.
Monitor Website Traffic from Media Sources
Measuring the impact of earned media on lead generation or sales can be challenging, but I focus on several key criteria to determine how effectively it is driving outcomes.
First, I measure website traffic. I analyze referral traffic from earned media sources, such as mentions, backlinks, and social shares, to determine how many visits originate from third-party websites or media outlets. A significant increase in traffic following a major earned media placement is typically associated with greater brand awareness.
Lead generation is another crucial metric. I track the number of new leads that come in after an earned media article is published, particularly through forms on landing pages or special offers linked to the campaign. For instance, if a prestigious publication features a case study about the business, I'll monitor the number of sign-ups or inquiries generated by that specific piece.
Next, I consider social engagement. Earned media often sparks social interactions through mentions, shares, and comments. Tracking this engagement helps determine how effectively the media coverage resonates with the audience and whether it leads to additional interaction with the company. Positive social buzz frequently translates to increased interest in products or services, which ultimately results in sales.
Finally, conversion rate is critical. Implementing conversion tracking allows me to attribute sales or completed actions to earned media coverage. Whether through unique tracking links or UTM parameters, monitoring conversions enables me to see the tangible business impact of earned media.
Ultimately, I measure these KPIs using Google Analytics, social listening platforms, and CRM systems. By correlating traffic, leads, and conversions to individual earned media pieces, I gain a more comprehensive understanding of their impact on lead generation and sales.
Combine Quantitative Data with Social Engagement
Measuring the impact of earned media on lead generation and sales can be quite insightful but requires a strategic approach to data analysis. Typically, businesses focus on metrics such as referral traffic, which can be tracked through tools like Google Analytics. This gives an understanding of how many visitors are coming to your site as a result of earned media. Another key metric is lead conversion rates, which measure how many of these visitors are converting into leads or customers.
Additionally, monitoring social engagement (such as shares, comments, and likes) can provide insights into how well your content resonates with audiences. For a more direct correlation to sales, some companies use specialized software to track mentions and the subsequent user behavior regarding purchases or sign-ups. By setting up proper attribution in analytics tools, businesses can see how much revenue has been generated from customers who interacted with an earned media article. Understanding these dynamics helps companies optimize their media strategies and focus on channels that bring tangible results. Overall, the blend of qualitative insights from social engagement and quantitative data from traffic and conversions creates a comprehensive view of earned media's effectiveness.
