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CONTENT ENGAGEMENTREPORTING
For Modern PR Agencies
Data-Driven Insights Monitoring and Reporting for SEO + Influencers + Content
Content Engagement Reporting for Modern PR Agencies
In This Guide You Will Learn
Page
1 The Current State of PR Reporting 1
2 The gShift State of PR Reporting 2
3 The New Landscape of Content Distribution amp Discoverability 3
Traditional PR Outlets 3
The Rise of Off-Site Content 3
Influencer Marketing 4
4 Client Expectations for PR Reports 6
What Your Client Really Wants to See in Their Reports 6
The Death of Vanity Metrics 8
Deeper Metrics for Meaningful Data 8
5 Why You Need to be Using Smart URLs for Client Reporting 9
What are Smart URLs 9
Access to Your Clientsrsquo Google Analytics Accounts 10
Measuring for Off-Site Content Engagement with Smart URLs 11
6 Sample Content Engagement Report 12
1
1 The Current State of PR Reporting
As a modern PR agency you canrsquot depend on publications and journalists to get your clientsrsquo stories
seen and read by their audience With the advancements of technologies and accelerated focus to
a digital world consumers have gained more control over a brandrsquos story and are seeking for more
engaged one-on-one conversations with a brand than PR agencies are traditionally used to
Sources of news and information have adapted with this advancement Prospects refer to Google
social media platforms review sites and peers to educate themselves They look for unbiased pieces
of content to help shape their opinions through trusted sources
While many PR agencies have adapted their practices to focus on social media content marketing
and influencer marketing the ability to effectively monitor measure and prove campaign
effectiveness to the client is still a challenge The most common form of measurement for public
relations specialist and their clients is total reach (68) and total impressions (65) according to
the USC Report Unfortunately these are easily attainable vanity metrics that the client does not
care about These metrics do not paint a true picture of a campaignrsquos engagement and effectiveness
Clientsrsquo expectations are increasingly focused on using data to drive strategy Fred Cook Director
of USC Centre of PR states that ldquomeasurement remains the holy grail in the PR industry Everyone
agrees itrsquos a huge growth opportunity but few seem to have figured out an integrated approach to
determining the real return on investment for communicationsrdquo
ldquoIf a PR agency is capable of showing their client actionable data to apply to their campaign strategy and how it helps reach key
business objectives they prove to be an invaluable resourcerdquo TWEET THIS
2 The gShift State of PR Reporting
Your modern PR agency works diligently to understand the client create engaging content and
publish it into unique channels in order to build brand awareness and develop their audience
Proving engagement of this content to the client keeps you up at night Collecting metrics in a
productive way and presenting them in an organized way is a constant challenge
Imagine being able to provide your client with a branded report with the click of a button where
all the content your agency has been responsible for creating is represented by true engagement
metrics Client-facing data and graphs comparing two time periods depicted in a way they
immediately understand the impact their PR investment is having on their web presence and brand
Imagine being able to present content engagement metrics by
bull Channel (Twitter Facebook Linkedin YouTube Pinterest Instagram)
bull Influencer
bull Content
bull Geography
bull Device
bull Content Type
Imagine how delighted your clients will be with having instant insight into real metrics
2
3 The New Landscape of Content Distribution amp Discoverability Traditional PR OutletsConsumer behaviour has adjusted over the last several years as it relates to news consumption
People are not subscribing to PRNewsire and BusinessWire at the rate they once did Press releases
and leveraging news distribution websites still play a role yet PR agencies must look beyond these
tactics to reach an audience A fully-integrated PR campaign that takes into consideration different
social media channels and content marketing is essential in reaching and resonating with the target
market
Fifty-one percent (51) of people with online access use social media as a news source according
to The Reuters Institute Digital News Report 2016 With mobile so readily-accessible consumers are
increasingly using their phones to stay up-to-date These two trends are impacting traditional PR
strategies where PR agencies used to hold a level of control Sources of news vary but nowadays
most of the distribution of news happens on Facebook with 44 stating it is their number one
social network to watch and comment on the news With phones and their social media apps at an
armrsquos reach news and stories can travel globally within a matter of minutes
Half of social network site users have shared news stories images or videos and 46 have discussed
a news issue or event (Pew Research Center) This can be a scary thought for PR agencies who are
new to the digital world but for those who approach it strategically and have insight into where
and who is having this conversion have the opportunity to use this to their advantage to find new
audiences
The Rise of Off-Site ContentAt least 67 of the customerrsquos journey (Sirius Decisions) occurs off of the brandrsquos main website and
in some cases itrsquos as high as 90 (Forrester Research) The behavioral trend of prospects informing
themselves before they buy in social media and external sites will continue With that said content
3
marketing continues to play a growing role for many organizations with 81 of PR agencies stating
it is the largest area for future growth (USC Report)
Content marketing exists and lives beyond your own website Off-site channels such as social media
video sites and influencer marketing have taken over as leading components in content marketing
strategies as it helps attract an even larger audience drive targeted traffic directly to their website
and increase the diversity of trusted sources pointing back to their website
You are likely tracking the content you have on your own website using embedded analytics such
as Google Analytics or Adobe Analytics These on-site analytics systems are capturing only 10 to
33 of the brandrsquos content engagement metrics It is a much larger challenge for marketers to track
their off-site content - the 67 to 90 of content engagement that is part of the buyerrsquos journey
Using smart URLs discussed later in this guide can help to provide in-depth insights into
engagement with your off-site content so you have a full view of what content is working best what
platform it is working on and potentially who is engaging with it
Think of smart URLs as Google Analytics for your off-site content
Influencer Marketing If a brand launched a new product and you were faced with two statements which one are you
more likely to believe and engage with
1 Press release from its CEO stating the new product is cutting edge and going to make a large
impact in the industry or
2 A leader in the industry who you follow and has tested the new product and states it is a
game changer in the industry
Likely the latter
4
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
Content Engagement Reporting for Modern PR Agencies
In This Guide You Will Learn
Page
1 The Current State of PR Reporting 1
2 The gShift State of PR Reporting 2
3 The New Landscape of Content Distribution amp Discoverability 3
Traditional PR Outlets 3
The Rise of Off-Site Content 3
Influencer Marketing 4
4 Client Expectations for PR Reports 6
What Your Client Really Wants to See in Their Reports 6
The Death of Vanity Metrics 8
Deeper Metrics for Meaningful Data 8
5 Why You Need to be Using Smart URLs for Client Reporting 9
What are Smart URLs 9
Access to Your Clientsrsquo Google Analytics Accounts 10
Measuring for Off-Site Content Engagement with Smart URLs 11
6 Sample Content Engagement Report 12
1
1 The Current State of PR Reporting
As a modern PR agency you canrsquot depend on publications and journalists to get your clientsrsquo stories
seen and read by their audience With the advancements of technologies and accelerated focus to
a digital world consumers have gained more control over a brandrsquos story and are seeking for more
engaged one-on-one conversations with a brand than PR agencies are traditionally used to
Sources of news and information have adapted with this advancement Prospects refer to Google
social media platforms review sites and peers to educate themselves They look for unbiased pieces
of content to help shape their opinions through trusted sources
While many PR agencies have adapted their practices to focus on social media content marketing
and influencer marketing the ability to effectively monitor measure and prove campaign
effectiveness to the client is still a challenge The most common form of measurement for public
relations specialist and their clients is total reach (68) and total impressions (65) according to
the USC Report Unfortunately these are easily attainable vanity metrics that the client does not
care about These metrics do not paint a true picture of a campaignrsquos engagement and effectiveness
Clientsrsquo expectations are increasingly focused on using data to drive strategy Fred Cook Director
of USC Centre of PR states that ldquomeasurement remains the holy grail in the PR industry Everyone
agrees itrsquos a huge growth opportunity but few seem to have figured out an integrated approach to
determining the real return on investment for communicationsrdquo
ldquoIf a PR agency is capable of showing their client actionable data to apply to their campaign strategy and how it helps reach key
business objectives they prove to be an invaluable resourcerdquo TWEET THIS
2 The gShift State of PR Reporting
Your modern PR agency works diligently to understand the client create engaging content and
publish it into unique channels in order to build brand awareness and develop their audience
Proving engagement of this content to the client keeps you up at night Collecting metrics in a
productive way and presenting them in an organized way is a constant challenge
Imagine being able to provide your client with a branded report with the click of a button where
all the content your agency has been responsible for creating is represented by true engagement
metrics Client-facing data and graphs comparing two time periods depicted in a way they
immediately understand the impact their PR investment is having on their web presence and brand
Imagine being able to present content engagement metrics by
bull Channel (Twitter Facebook Linkedin YouTube Pinterest Instagram)
bull Influencer
bull Content
bull Geography
bull Device
bull Content Type
Imagine how delighted your clients will be with having instant insight into real metrics
2
3 The New Landscape of Content Distribution amp Discoverability Traditional PR OutletsConsumer behaviour has adjusted over the last several years as it relates to news consumption
People are not subscribing to PRNewsire and BusinessWire at the rate they once did Press releases
and leveraging news distribution websites still play a role yet PR agencies must look beyond these
tactics to reach an audience A fully-integrated PR campaign that takes into consideration different
social media channels and content marketing is essential in reaching and resonating with the target
market
Fifty-one percent (51) of people with online access use social media as a news source according
to The Reuters Institute Digital News Report 2016 With mobile so readily-accessible consumers are
increasingly using their phones to stay up-to-date These two trends are impacting traditional PR
strategies where PR agencies used to hold a level of control Sources of news vary but nowadays
most of the distribution of news happens on Facebook with 44 stating it is their number one
social network to watch and comment on the news With phones and their social media apps at an
armrsquos reach news and stories can travel globally within a matter of minutes
Half of social network site users have shared news stories images or videos and 46 have discussed
a news issue or event (Pew Research Center) This can be a scary thought for PR agencies who are
new to the digital world but for those who approach it strategically and have insight into where
and who is having this conversion have the opportunity to use this to their advantage to find new
audiences
The Rise of Off-Site ContentAt least 67 of the customerrsquos journey (Sirius Decisions) occurs off of the brandrsquos main website and
in some cases itrsquos as high as 90 (Forrester Research) The behavioral trend of prospects informing
themselves before they buy in social media and external sites will continue With that said content
3
marketing continues to play a growing role for many organizations with 81 of PR agencies stating
it is the largest area for future growth (USC Report)
Content marketing exists and lives beyond your own website Off-site channels such as social media
video sites and influencer marketing have taken over as leading components in content marketing
strategies as it helps attract an even larger audience drive targeted traffic directly to their website
and increase the diversity of trusted sources pointing back to their website
You are likely tracking the content you have on your own website using embedded analytics such
as Google Analytics or Adobe Analytics These on-site analytics systems are capturing only 10 to
33 of the brandrsquos content engagement metrics It is a much larger challenge for marketers to track
their off-site content - the 67 to 90 of content engagement that is part of the buyerrsquos journey
Using smart URLs discussed later in this guide can help to provide in-depth insights into
engagement with your off-site content so you have a full view of what content is working best what
platform it is working on and potentially who is engaging with it
Think of smart URLs as Google Analytics for your off-site content
Influencer Marketing If a brand launched a new product and you were faced with two statements which one are you
more likely to believe and engage with
1 Press release from its CEO stating the new product is cutting edge and going to make a large
impact in the industry or
2 A leader in the industry who you follow and has tested the new product and states it is a
game changer in the industry
Likely the latter
4
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
1
1 The Current State of PR Reporting
As a modern PR agency you canrsquot depend on publications and journalists to get your clientsrsquo stories
seen and read by their audience With the advancements of technologies and accelerated focus to
a digital world consumers have gained more control over a brandrsquos story and are seeking for more
engaged one-on-one conversations with a brand than PR agencies are traditionally used to
Sources of news and information have adapted with this advancement Prospects refer to Google
social media platforms review sites and peers to educate themselves They look for unbiased pieces
of content to help shape their opinions through trusted sources
While many PR agencies have adapted their practices to focus on social media content marketing
and influencer marketing the ability to effectively monitor measure and prove campaign
effectiveness to the client is still a challenge The most common form of measurement for public
relations specialist and their clients is total reach (68) and total impressions (65) according to
the USC Report Unfortunately these are easily attainable vanity metrics that the client does not
care about These metrics do not paint a true picture of a campaignrsquos engagement and effectiveness
Clientsrsquo expectations are increasingly focused on using data to drive strategy Fred Cook Director
of USC Centre of PR states that ldquomeasurement remains the holy grail in the PR industry Everyone
agrees itrsquos a huge growth opportunity but few seem to have figured out an integrated approach to
determining the real return on investment for communicationsrdquo
ldquoIf a PR agency is capable of showing their client actionable data to apply to their campaign strategy and how it helps reach key
business objectives they prove to be an invaluable resourcerdquo TWEET THIS
2 The gShift State of PR Reporting
Your modern PR agency works diligently to understand the client create engaging content and
publish it into unique channels in order to build brand awareness and develop their audience
Proving engagement of this content to the client keeps you up at night Collecting metrics in a
productive way and presenting them in an organized way is a constant challenge
Imagine being able to provide your client with a branded report with the click of a button where
all the content your agency has been responsible for creating is represented by true engagement
metrics Client-facing data and graphs comparing two time periods depicted in a way they
immediately understand the impact their PR investment is having on their web presence and brand
Imagine being able to present content engagement metrics by
bull Channel (Twitter Facebook Linkedin YouTube Pinterest Instagram)
bull Influencer
bull Content
bull Geography
bull Device
bull Content Type
Imagine how delighted your clients will be with having instant insight into real metrics
2
3 The New Landscape of Content Distribution amp Discoverability Traditional PR OutletsConsumer behaviour has adjusted over the last several years as it relates to news consumption
People are not subscribing to PRNewsire and BusinessWire at the rate they once did Press releases
and leveraging news distribution websites still play a role yet PR agencies must look beyond these
tactics to reach an audience A fully-integrated PR campaign that takes into consideration different
social media channels and content marketing is essential in reaching and resonating with the target
market
Fifty-one percent (51) of people with online access use social media as a news source according
to The Reuters Institute Digital News Report 2016 With mobile so readily-accessible consumers are
increasingly using their phones to stay up-to-date These two trends are impacting traditional PR
strategies where PR agencies used to hold a level of control Sources of news vary but nowadays
most of the distribution of news happens on Facebook with 44 stating it is their number one
social network to watch and comment on the news With phones and their social media apps at an
armrsquos reach news and stories can travel globally within a matter of minutes
Half of social network site users have shared news stories images or videos and 46 have discussed
a news issue or event (Pew Research Center) This can be a scary thought for PR agencies who are
new to the digital world but for those who approach it strategically and have insight into where
and who is having this conversion have the opportunity to use this to their advantage to find new
audiences
The Rise of Off-Site ContentAt least 67 of the customerrsquos journey (Sirius Decisions) occurs off of the brandrsquos main website and
in some cases itrsquos as high as 90 (Forrester Research) The behavioral trend of prospects informing
themselves before they buy in social media and external sites will continue With that said content
3
marketing continues to play a growing role for many organizations with 81 of PR agencies stating
it is the largest area for future growth (USC Report)
Content marketing exists and lives beyond your own website Off-site channels such as social media
video sites and influencer marketing have taken over as leading components in content marketing
strategies as it helps attract an even larger audience drive targeted traffic directly to their website
and increase the diversity of trusted sources pointing back to their website
You are likely tracking the content you have on your own website using embedded analytics such
as Google Analytics or Adobe Analytics These on-site analytics systems are capturing only 10 to
33 of the brandrsquos content engagement metrics It is a much larger challenge for marketers to track
their off-site content - the 67 to 90 of content engagement that is part of the buyerrsquos journey
Using smart URLs discussed later in this guide can help to provide in-depth insights into
engagement with your off-site content so you have a full view of what content is working best what
platform it is working on and potentially who is engaging with it
Think of smart URLs as Google Analytics for your off-site content
Influencer Marketing If a brand launched a new product and you were faced with two statements which one are you
more likely to believe and engage with
1 Press release from its CEO stating the new product is cutting edge and going to make a large
impact in the industry or
2 A leader in the industry who you follow and has tested the new product and states it is a
game changer in the industry
Likely the latter
4
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
2 The gShift State of PR Reporting
Your modern PR agency works diligently to understand the client create engaging content and
publish it into unique channels in order to build brand awareness and develop their audience
Proving engagement of this content to the client keeps you up at night Collecting metrics in a
productive way and presenting them in an organized way is a constant challenge
Imagine being able to provide your client with a branded report with the click of a button where
all the content your agency has been responsible for creating is represented by true engagement
metrics Client-facing data and graphs comparing two time periods depicted in a way they
immediately understand the impact their PR investment is having on their web presence and brand
Imagine being able to present content engagement metrics by
bull Channel (Twitter Facebook Linkedin YouTube Pinterest Instagram)
bull Influencer
bull Content
bull Geography
bull Device
bull Content Type
Imagine how delighted your clients will be with having instant insight into real metrics
2
3 The New Landscape of Content Distribution amp Discoverability Traditional PR OutletsConsumer behaviour has adjusted over the last several years as it relates to news consumption
People are not subscribing to PRNewsire and BusinessWire at the rate they once did Press releases
and leveraging news distribution websites still play a role yet PR agencies must look beyond these
tactics to reach an audience A fully-integrated PR campaign that takes into consideration different
social media channels and content marketing is essential in reaching and resonating with the target
market
Fifty-one percent (51) of people with online access use social media as a news source according
to The Reuters Institute Digital News Report 2016 With mobile so readily-accessible consumers are
increasingly using their phones to stay up-to-date These two trends are impacting traditional PR
strategies where PR agencies used to hold a level of control Sources of news vary but nowadays
most of the distribution of news happens on Facebook with 44 stating it is their number one
social network to watch and comment on the news With phones and their social media apps at an
armrsquos reach news and stories can travel globally within a matter of minutes
Half of social network site users have shared news stories images or videos and 46 have discussed
a news issue or event (Pew Research Center) This can be a scary thought for PR agencies who are
new to the digital world but for those who approach it strategically and have insight into where
and who is having this conversion have the opportunity to use this to their advantage to find new
audiences
The Rise of Off-Site ContentAt least 67 of the customerrsquos journey (Sirius Decisions) occurs off of the brandrsquos main website and
in some cases itrsquos as high as 90 (Forrester Research) The behavioral trend of prospects informing
themselves before they buy in social media and external sites will continue With that said content
3
marketing continues to play a growing role for many organizations with 81 of PR agencies stating
it is the largest area for future growth (USC Report)
Content marketing exists and lives beyond your own website Off-site channels such as social media
video sites and influencer marketing have taken over as leading components in content marketing
strategies as it helps attract an even larger audience drive targeted traffic directly to their website
and increase the diversity of trusted sources pointing back to their website
You are likely tracking the content you have on your own website using embedded analytics such
as Google Analytics or Adobe Analytics These on-site analytics systems are capturing only 10 to
33 of the brandrsquos content engagement metrics It is a much larger challenge for marketers to track
their off-site content - the 67 to 90 of content engagement that is part of the buyerrsquos journey
Using smart URLs discussed later in this guide can help to provide in-depth insights into
engagement with your off-site content so you have a full view of what content is working best what
platform it is working on and potentially who is engaging with it
Think of smart URLs as Google Analytics for your off-site content
Influencer Marketing If a brand launched a new product and you were faced with two statements which one are you
more likely to believe and engage with
1 Press release from its CEO stating the new product is cutting edge and going to make a large
impact in the industry or
2 A leader in the industry who you follow and has tested the new product and states it is a
game changer in the industry
Likely the latter
4
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
3 The New Landscape of Content Distribution amp Discoverability Traditional PR OutletsConsumer behaviour has adjusted over the last several years as it relates to news consumption
People are not subscribing to PRNewsire and BusinessWire at the rate they once did Press releases
and leveraging news distribution websites still play a role yet PR agencies must look beyond these
tactics to reach an audience A fully-integrated PR campaign that takes into consideration different
social media channels and content marketing is essential in reaching and resonating with the target
market
Fifty-one percent (51) of people with online access use social media as a news source according
to The Reuters Institute Digital News Report 2016 With mobile so readily-accessible consumers are
increasingly using their phones to stay up-to-date These two trends are impacting traditional PR
strategies where PR agencies used to hold a level of control Sources of news vary but nowadays
most of the distribution of news happens on Facebook with 44 stating it is their number one
social network to watch and comment on the news With phones and their social media apps at an
armrsquos reach news and stories can travel globally within a matter of minutes
Half of social network site users have shared news stories images or videos and 46 have discussed
a news issue or event (Pew Research Center) This can be a scary thought for PR agencies who are
new to the digital world but for those who approach it strategically and have insight into where
and who is having this conversion have the opportunity to use this to their advantage to find new
audiences
The Rise of Off-Site ContentAt least 67 of the customerrsquos journey (Sirius Decisions) occurs off of the brandrsquos main website and
in some cases itrsquos as high as 90 (Forrester Research) The behavioral trend of prospects informing
themselves before they buy in social media and external sites will continue With that said content
3
marketing continues to play a growing role for many organizations with 81 of PR agencies stating
it is the largest area for future growth (USC Report)
Content marketing exists and lives beyond your own website Off-site channels such as social media
video sites and influencer marketing have taken over as leading components in content marketing
strategies as it helps attract an even larger audience drive targeted traffic directly to their website
and increase the diversity of trusted sources pointing back to their website
You are likely tracking the content you have on your own website using embedded analytics such
as Google Analytics or Adobe Analytics These on-site analytics systems are capturing only 10 to
33 of the brandrsquos content engagement metrics It is a much larger challenge for marketers to track
their off-site content - the 67 to 90 of content engagement that is part of the buyerrsquos journey
Using smart URLs discussed later in this guide can help to provide in-depth insights into
engagement with your off-site content so you have a full view of what content is working best what
platform it is working on and potentially who is engaging with it
Think of smart URLs as Google Analytics for your off-site content
Influencer Marketing If a brand launched a new product and you were faced with two statements which one are you
more likely to believe and engage with
1 Press release from its CEO stating the new product is cutting edge and going to make a large
impact in the industry or
2 A leader in the industry who you follow and has tested the new product and states it is a
game changer in the industry
Likely the latter
4
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
marketing continues to play a growing role for many organizations with 81 of PR agencies stating
it is the largest area for future growth (USC Report)
Content marketing exists and lives beyond your own website Off-site channels such as social media
video sites and influencer marketing have taken over as leading components in content marketing
strategies as it helps attract an even larger audience drive targeted traffic directly to their website
and increase the diversity of trusted sources pointing back to their website
You are likely tracking the content you have on your own website using embedded analytics such
as Google Analytics or Adobe Analytics These on-site analytics systems are capturing only 10 to
33 of the brandrsquos content engagement metrics It is a much larger challenge for marketers to track
their off-site content - the 67 to 90 of content engagement that is part of the buyerrsquos journey
Using smart URLs discussed later in this guide can help to provide in-depth insights into
engagement with your off-site content so you have a full view of what content is working best what
platform it is working on and potentially who is engaging with it
Think of smart URLs as Google Analytics for your off-site content
Influencer Marketing If a brand launched a new product and you were faced with two statements which one are you
more likely to believe and engage with
1 Press release from its CEO stating the new product is cutting edge and going to make a large
impact in the industry or
2 A leader in the industry who you follow and has tested the new product and states it is a
game changer in the industry
Likely the latter
4
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
The concept of infl uence is not new but with the amount of information we have access to con-
sumers are becoming more selective with the sources they trust Almost 90 of people trust online
reviews written by other consumers as much as they trust recommendations from personal con-
tacts A leader in the industry off ers a non-biased view the CEO can not off er
Infl uencer marketing has been named this yearrsquos lsquoHoly Grail for public relationsrdquo One infl uencer
sharing a post can lead to a 318 increase in social shares on average according to a recent
BuzzSumo study of over 100 million articles Infl uencer marketing can have a powerful impact on
a brandrsquos online presence helping raise brand awareness highlight clientrsquos successes and provide
media exposure This approach to marketing helps PR agencies get the attention of their clientrsquos
audience by partnering with trusted infl uencers in the clientrsquos industry
When identifying infl uencers fi nd people your audience trusts and already follows This will improve
the chance of your message resonating with the audience when they are hearing the opinion of
somebody they value
Keep in mind the best infl uencer isnrsquot necessarily the one with the most followings Amplifying your
message through a megaphone to reach the most people is not the most eff ective way of achieving
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
size
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
to be tracked Smart URLs are an eff ective way of knowing which infl uencer is performing the best
what pieces of content are achieving set goals and objectives and what channels are eff ectively
reaching your clientrsquos audience
5
engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience engagement The graph below represents the impact of infl uence based on an infl uencerrsquos audience
Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs Infl uencersrsquo posts whether it is a blog or social media post is a source of off -site content that needs
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
4 Client Expectations for PR Reports
What Your Client Really Wants to See in Their ReportsMore Results Fewer Actions
A common tactic for some PR Agencies is to deliver a report focusing solely on the work that has
been done by their team While this can be great to show the effort the client really cares more
about seeing the results To really understand ROI reports need to show more results and fewer
actions For instance while itrsquos great to know ten pieces of content were distributed during a specific
month your client will be much more interested in the number of engagement points received on
the content
It will likely always be necessary to outline tasks completed by your agency Clients still want to
know an adequate amount of time is being spent on their account for the investment theyrsquore
making with you However the focus of the report should be on highlighting the successes of the
time spent in qualifiable meaningful data
6
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
Failures and Near Misses
With technology today everything is visible in the metrics Thanks to the explosive growth of sales
and marketing tools every step of the digital strategy can be tracked This is great when you want
to identify the successes of the clientrsquos campaign However it also makes it glaringly obvious when
something has failed
Brand marketers and agencies no longer have the ability to hide behind the numbers The truth is
in the data for everyone to see and your client reports should reflect the true story While this may
make some agencies nervous it will show your team is responsive and adaptive
Benchmarks and Real Impact
When it comes to PR it can be very easy to get swept up in the excitement of large exposure or a
well-performing campaign However a truly successful PR program is one that extends beyond one
campaign and has a noticeable impact on the organization
ldquoPositive PR outcomes may gratify our egos but true performance is tied to tangible ROIrdquo says Aly
Saxe Founder and CEO of IrisPR ldquoBy anchoring efforts to business priorities and challenges then
measuring their effectiveness as a solution PR leaders will obtain the insight required to create
smarter strategies and hone performance going forwardrdquo
7
ldquoIf a particular channel for content distribution is not working show your client using live data and
reallocate the investment to another channelrdquoTWEET THIS
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
The best way to show this is to run regular benchmark reports at the beginning of a new PR
program but also at the top of each new campaign As mentioned above the truth is in the data
Running regular benchmark reports can clearly show the impact your agency has had on your
clientrsquos organization and provide back up to the efforts of your team
The Death of Vanity MetricsThe term vanity metrics has been sweeping the marketing world for the last few years and has
become even more notable with the increase in content marketing and rise of influencers Vanity
metrics include likes shares pageviews downloads subscribers etc While these numbers might
look great on paper and can be a sign of traction they are not a true indication of success for the
organization or campaign
In the case of content and influencers many brands can be wooed by a large number of pageviews
believing pageviews equal audience While this might be true in definition it is not relevant for
gauging actual engagement from that audience
For instance letrsquos say you have hired two influencers to represent one of your clients Influencer X
may present you with a monthly pageview count of 30000 while Influencer Y reports only 9000
However once content is live on both of their sites your client can see much more traffic coming
from Influencer Y With deeper analytics reporting using off-site tracking you would be able to
show your client which influencer is generating true engagement
Deeper Metrics for Meaningful DataDeeper metrics which explore engagement and retention will paint a much better picture of how
real the audience is and the kind of ROI your client is getting from it Creating a report based on
deeper metrics will show your clients you have a better understanding of their strategy and key
business objectives
8
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
These metrics can certainly vary depending on the goals of each campaign however below is a
good starting point for engagement analytics you could be reporting to your client
bull A Total Timeline of Engagement - A look at how each campaign has performed over a certain
period of time This will give your client an indication of the typical lifespan of engagement on
new content and decide if additional promotion is needed to extend the power and reach of the
campaign
bull Content by Engagement - Which piece of content within a campaign has had the most
engagement Being able to answer that question can help your client understand what is
resonating with their audience
bull Channels by Engagement - Does your clientrsquos content perform best on Twitter or LinkedIn
Comparing engagement across all channels shows which ones should be a focus for further time
and investment
bull Influencers by Engagement - This metric is a critical one for any client who is working with
influential members of their audience or industry As mentioned above in vanity metrics the size
of an influencer is not everything Looking at influencers by engagement will highlight which
influencers really have pull with their audience and are driving their readers to your clientrsquos site
or content
5 Why You Need Smart URLs for Client Re-porting
What are Smart URLsA smart URL is a unique link (usually shortened and white-labeled for branding andor campaign
recognition) which contains additional tracking parameters and analytics behind the scenes
9
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
When a smart URL is created it can be engineered to report on various data points based on the
creatorrsquos requirements Content tags can be added manually andor collected dynamically as the
URL is engaged with (ie clicked on)
Many brands use content on their websites and track it using embedded analytics (ie Google
Analytics) however tracking the content and engagement which lives outside of your website
can be more difficult Using smart URLs will help to provide in-depth insights into engagement
with your clientsrsquo off-site content You can find out what content is working best by channel by
influencer by campaign and more
Access to Your Clientsrsquo Google Analytics AccountsA major challenge for many PR agencies is the lack of visibility into the web analytics (Google
Analytics Adobe Omniture Webtrends etc) accounts for their clients Without first hand access to
this data you can only see part of the story of what is happening with your clientsrsquo content Unless
your client has granted you access you will not be able to see their top referring domains traffic by
channel or even their goal conversions from a campaign your team is working on
Truth be told even with insight into Google Analytics your client is still only receiving one third of
the picture With so much activity now taking place off-site on-site analytics tools do not have the
ability to reflect the true engagement happening with their content and the full path visitors take to
get to their website
10
gShiftrsquos smart URL system kontextURLs gives you the ability for unlimited tags so you can build client reports that fit your needs
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
Measuring for Off-site Content Engagement with Smart URLsThere are many ways smart URLs can be used for your clientsrsquo campaigns and content Below are
two of the most common tactics smart URLs are used for
First you can create smart URLs for any embedded links within the piece of content you are
creating Whether these are internal links to other content on your clientrsquos site or external links
leading the visitor somewhere else using smart URLs will help you gain visibility into how many
users are actually clicking those embedded links
These embedded links are particularly important in a PR campaign involving off-site content (press
releases influencers bylines etc) because it allows you to report on the click engagement from
within the content itself even though you do not have access to the analytics of the off-site URL
Secondly you can then generate smart URLs to share the piece of content out through social media
or other distribution channels Quite simply you would replace the normal URL with the smart URLs
whenever crafting any social post for the content As an agency you can use the tagging features
of smart URLs to tag the content by client campaign channel influencer content type and much
more
11
ldquoSmart URLs allow you to report on the click engagement from within the content itself even though you do not
have access to the analytics of the off-site URLrdquo
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
The use of these URLs are relatively transparent to the user as they require no additional action
beyond a simple click However while the interaction looks the same to the end user the clicking
of the specific smart URL triggers the collection of multiple data points behind the scenes These
data points lead to an extensive reporting system allowing you to arm your client with a wealth of
knowledge on the performance of their content and distribution strategy
5 Sample Content Engagement ReportAs an agency focused on public relations we know you work hard to produce and distribute
quality content for your client The success of their content often relies on how well it is
received Unfortunately reporting on audience engagement continues to be a pain point for
many agencies
gShift has simplified this process making it easy for you to collect data and report on content
engagement throughout the entire publishing and distribution process Download a copy of our
sample Content Engagement Report to the right to get a sense of what this data can do for your
clients The reports are fully customizable and can be automated and white labeled This gives your
team the ability to focus on the components of your clientsrsquo campaigns that matter most to them
12
Check out our fully customizable sample Engagement Report
SAMPLE REPORT
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
Please share this guide with your networks
Share on LinkedIn Tweet this Guide Share on Facebook
About gShift
gShiftrsquos industry leading Web Presence Analytics Software Platform helps Brand and Agency teams
efficiently understand and improve on the impact and engagement of a organizationrsquos content
across its web presence gShiftrsquos software infrastructure has been collecting and storing web pres-
ence data since 2009 More than 10000 brands in 24 countries benefit from gShiftrsquos insight data and
software as they optimize their time to improve the discoverability and the sharing of their content
gShift placed 29th on the PROFIT HOT 50
For more information please contact us at 1-866-743-5960 or salesgshiftlabscom
