Move beyond raw impressions to metrics that reflect real audience impact. Test how to judge placements using attention, suitability and outcomes.
Why is counting raw impressions alone a poor proxy for PR impact in 2025?
Impressions undercount audience because of cookie loss.
Impressions are illegal to report in most markets.
They include non‑viewable and low‑attention exposures that don’t reflect real impact.
Impressions always exclude paid placements.
Which GA4 metric best replaces legacy ‘bounce rate’ when evaluating newsroom traffic quality?
Pageviews per user without session context.
Exit rate only.
Average time on page from UA.
Engagement rate based on engaged sessions.
In GA4, which condition qualifies a session as ‘engaged’?
It includes a social share event specifically.
It lasts 10+ seconds, or has a conversion, or includes 2+ page/screen views.
It reaches a 90‑second time threshold only.
It includes at least five ad clicks.
Which discredited metric should not be used to value earned coverage?
Share of Voice within a defined peer set.
Advertising Value Equivalency (AVE).
Prominence (headline vs mention) scoring.
Message pull‑through on priority themes.
Why is invalid traffic (IVT) filtering essential when reporting digital reach?
It hides under‑performing placements from dashboards.
It removes bot and fraudulent activity so results reflect humans.
It guarantees all remaining traffic is high intent.
It increases reported volume to hit targets faster.
What does ‘brand suitability’ add beyond ‘brand safety’ in media evaluation?
It is only relevant for paid social, not earned.
It measures creative quality instead of context.
It replaces viewability and attention entirely.
It considers whether the content context fits the brand’s values and goals, not just avoids unsafe content.
Which attention signal is generally more predictive of impact than viewability alone?
Pixel size of the logo in a thumbnail.
The number of ad slots on a page.
Time‑in‑view or active attention seconds.
The count of outbound site links.
When comparing Share of Voice between outlets, how can you weight for quality?
Give every outlet identical weight regardless of audience.
Apply multipliers for prominence and domain authority to raw mention counts.
Exclude any outlet with critical sentiment.
Count only syndicated duplicates to boost volume.
Which cross‑channel issue most commonly inflates reported reach totals?
Under‑tagging press releases with UTMs.
Over‑use of organic social distribution.
Using too many headlines per story.
Double‑counting users due to identity fragmentation across platforms.
Which outcome metric best indicates that high‑quality coverage drove business value?
More generic newsletter signups without targeting.
An increase in total domains mentioning the brand, regardless of context.
A spike in impressions from low‑quality networks.
Growth in qualified traffic that converts on desired actions.
Starter
Start by replacing vanity totals with human‑viewed, brand‑safe reach.
Solid
Solid grasp. Now connect attention and suitability to business outcomes.
Expert!
Expert work—your score shows a rigorous, outcome‑linked measurement mindset.
