Whether you’re working to determine whether or not a certain outlet may be a good candidate for a media sample or PR package or you’re evaluating your own strategies, one of the metrics you may choose to consider is the site's UVPM, or Unique Visitors Per Month. But what UVPM can tell you goes beyond just a PR package consideration. Here, all of the details on what it is, why it matters, and how PR and marketing pros can make it work for them.
What is UVPM?
UVPM measures the number of individuals who visit a website over the course of a month. Because it can help brands, publishers, and others gauge the size of the audience with which they’re working, it’s an important tool, despite the fact that UVPMs shared on the internet can be estimations as opposed to exact totals.
How can UVPM numbers help marketers and PR pros?
Audience size & reach
As discussed, UVPM can help all those involved figure out the size and reach of an audience. Are you looking at your own UVPM to determine the strength and effectiveness of your marketing campaigns? Track UVPM or page views over time. Are you determining whether or not to send a sample or PR package to a given outlet? Looking at an outlet’s estimated UVPM can be one factor to help you determine if they might be a good fit. An estimated UVPM can also help you sort out how much of an impact a recent press hit may have for your brand, especially when you compare how your page views, UVPM, conversions, and other metrics may change after publication.
Find trends
The closer you look at your own UVPM and other analytics, the more you’ll be able to pick out trends and patterns in how users are interacting with your site and content. You can then use these insights to inform your strategies moving forward.
Beyond that, estimated UVPMs of outlets may also help you suss out what’s trending industry-wide. Are small niche publications the only ones focusing on the topic or are wider reaching outlets covering that topic too? The bigger the reach of an outlet covering a given topic, the more attention you may want to pay to it—it may be taking off industry-wide.
Determining strategy effectiveness
Whether you’re working to determine whether or not your recent marketing campaign was successful or not or evaluating how to move forward with your content strategy, you can use UVPM to help you assess how well past strategies worked. Did you get more traffic after implementing certain strategies or launching a new campaign? Did it dip a bit after you made an adjustment? This way, you’ll have the data you need to determine what worked, what didn’t, and how you may want to refine things to achieve the most success.
Tailoring content to audience segments
The analytics that come along with UVPM, like geography, user behavior, time spent on the page, and more, can help you further understand your audience, making it easier for you to personalize your messaging. Consider strategies that will drive engagement for various segments, resulting in a better result overall.
How to use UVPM & other metrics
Track your progress & analyze the data you’re collecting
Once you’ve set PR and marketing goals, you’ll be able to better utilize the information that UVPM and other analytics can provide. Whether you’re looking at your own UVPM over time or looking at that of your goal outlets (or those who have already covered you!), you’ll be able to chart your progress and determine how you should change your strategies to reach the goals you’ve set.
Use it as a factor to determine if a media outlet might be a good fit for your brand
UVPM is just one metric, but it can help you determine if sending a sample or PR package to a writer at that publication could potentially help you reach your PR and media relations goals. Not sure about how this determination might be reached? Don’t hesitate to reach out to the Press Hook team with questions. We’re happy to help!
Ultimately, UVPM can help brands, marketing pros, and PR experts better understand their audience and better target their messaging and refine their strategies and campaigns to meet their goals more efficiently.
