Data and analytics serve two important purposes in PR, strengthening campaign outreach and measuring impact.

They are part of the daily conversation in marketing departments. Here at Liberate Media, tools such as Google Analytics inform our integrated PR, social media and content campaigns on a regular basis, whether tracking for campaign success metrics or more insight-led work.

This document, written by CIPR Social Media Panel member Andrew Smith MCIPR, is intended to give public relations practitioners insight into how Google Analytics can be used as a broad measurement platform to help better demonstrate the value of PR and communications activity.