Must-Know Earned Media Metrics

Highlights: Earned Media Metrics

  • 1. Impressions
  • 2. Engagement
  • 3. Share of Voice (SOV)
  • 4. Sentiment Analysis
  • 5. Reach
  • 6. Engagement Rate
  • 7. Click-Through Rate (CTR)
  • 8. Referral Traffic
  • 9. Domain Authority (DA)
  • 10. Social Media Following
  • 11. Influencer Score
  • 12. Media Coverage
  • 13. Earned Media Value (EMV)

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Quantifying the success of digital marketing campaigns and measuring ROI is crucial. Earned Media Metrics are a powerful indicator of exposure and credibility achieved through unpaid promotional strategies. This post delves into the world of Earned Media Metrics, exploring measurement tools and best practices for maximum impact. Understanding and leveraging these metrics unlocks opportunities for growth, brand awareness, and trust. Let’s unveil the secrets behind effective measurement of earned media campaigns.

Earned Media Metrics You Should Know

1. Impressions

The number of times the earned media content was displayed to the audience, indicating the content’s reach.

2. Engagement

The total number of interactions (likes, comments, shares, etc.) that the audience had with the earned media content, reflecting audience interest and potential influence.

3. Share of Voice (SOV)

A measure of the brand’s earned media coverage relative to its competitors, expressed as a percentage. It helps in understanding the brand’s position in the industry and the effectiveness of its PR efforts.

4. Sentiment Analysis

A metric that gauges the attitude or emotions of the audience towards the earned media content. Sentiment analysis can be divided into positive, negative, and neutral sentiments.

5. Reach

The total number of unique individuals who were exposed to the earned media content. Reach indicates the potential audience size and brand awareness.

6. Engagement Rate

The ratio of the total engagement to the reach or impressions of the earned media content. It helps to gauge the quality of the audience’s interactions and understand how relevant and interesting the content is to the audience.

7. Click-Through Rate (CTR)

The percentage of people who clicked on a link in the earned media content (such as an article or social media post) that leads to the brand’s website or a specific landing page.

8. Referral Traffic

The number of visitors directed to the brand’s website from the earned media content. Referral traffic shows the extent to which the earned media is driving traffic to the brand’s site.

9. Domain Authority (DA)

A metric that predicts how well a website (where the earned media content is published) will rank on search engine result pages. A higher DA indicates a more influential and trustworthy source.

10. Social Media Following

The number of followers or connections the brand has on its social media profiles. This metric reflects the brand’s presence and influence in the social media landscape.

11. Influencer Score

A score that measures the impact of an influencer’s content on their audience, factoring in factors like reach, engagement, and follower growth. Influencer scores help to identify influential earned media contributors.

12. Media Coverage

The number of articles, blog posts, or mentions about the brand, product, or service in traditional media and digital channels. It reflects the brand visibility and awareness in the industry.

13. Earned Media Value (EMV)

A metric that estimates the equivalent monetary value of earned media coverage, based on factors such as reach, engagement, and influence. EMV helps to quantify the impact and ROI of PR efforts.

Earned Media Metrics Explained

Earned Media Metrics are crucial for understanding the effectiveness of PR and digital marketing efforts. Impressions show content reach, engagement gauges interest and potential influence, and Share of Voice evaluates industry presence. Sentiment Analysis measures audience emotional response, Reach measures audience size and brand awareness. 

Engagement Rate assesses interaction quality and relevance, CTR and Referral Traffic show website effectiveness. Domain Authority measures publishing credibility, Social Media Following reflects social media presence. Influencer Score identifies influential contributors, Media Coverage assesses brand visibility. Earned Media Value quantifies impact and ROI for informed marketing decisions.


Earned media metrics are essential for measuring the success and impact of PR and marketing efforts. Understanding them optimizes strategy, identifies what resonates with the audience, and secures valuable coverage. Consistently tracking and analyzing these metrics navigates the evolving media landscape, empowering brands to achieve success and growth in a competitive market. Invest in understanding these indicators for a powerful presence in earned media.


What are Earned Media Metrics?

Earned Media Metrics are a set of analytical measurements used to evaluate the performance and impact of non-paid media exposure, such as social media mentions, online reviews, and press coverage. They are vital for understanding the reach, engagement, and overall effectiveness of your brand's organic content and interactions.

Why are Earned Media Metrics important for businesses?

Earned Media Metrics provide valuable insight into how well your content, campaigns, and overall brand message resonate with your target audience. Tracking these metrics can help businesses identify areas of improvement, measure the success of marketing campaigns, and make data-driven decisions to create more impactful content that attracts new customers and fosters loyalty among existing ones.

What are some common Earned Media Metrics tracked by businesses?

Common Earned Media Metrics include reach, impressions, social media mentions, shares, likes, comments, backlinks, website referral traffic, and online earned media coverage. These metrics provide a comprehensive understanding of your brand's presence and performance in the digital landscape.

How do Earned Media Metrics differ from Paid Media Metrics and Owned Media Metrics?

Earned Media Metrics track the performance of non-paid media exposure generated by audience interactions, whereas Paid Media Metrics measure the performance of advertisement campaigns, and Owned Media Metrics assess the effectiveness of a brand's own channels, such as the company website or social media profiles. All three types of metrics combined provide a holistic view of a brand's digital marketing performance.

How can businesses improve their Earned Media Metrics?

To improve Earned Media Metrics, businesses can focus on producing high-quality, engaging content that resonates with their target audience, encouraging user-generated content through campaigns, and strategically leveraging influencers or brand advocates. Proactively engaging with the audience on social media platforms, addressing user concerns, and monitoring online reputation can also contribute to better Earned Media Metrics.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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