Start with a verifiable delivery record
For each promised outlet, record the agreed format, submission date, status and final public URL. Mark pending reviews as pending. If a publisher declines a release, record that decision instead of counting it as published.
Download the blank coverage report CSV ↓
The template has no sample customers, invented placements or fictional performance numbers. Add only results you can verify. Use it for a single announcement or keep an additional campaign identifier when tracking several releases.
Track four different kinds of result
- Delivery: the number of agreed placements that are actually live.
- Referral activity: visits to your website from published links, as measured by your own analytics.
- Business outcomes: inquiries, signup starts or purchases that can be attributed using your measurement rules.
- Additional coverage: independent articles that cite or discuss the news, recorded separately from purchased placements.
A publisher’s total monthly audience is context about the outlet. It is not proof of release views. Similarly, a published link does not prove the page is indexed or that the placement changed your search rankings.
Prepare measurement before publication
Use an appropriate landing page and test its mobile experience. Where the publisher allows campaign parameters, agree on a consistent source, medium and campaign naming convention. Keep personal information out of tracking URLs. Verify that forms and checkout outcomes can be measured without recording payment card details.
Compare results over a stated period. A release published yesterday and one published a month ago have had different time to reach readers. Write the observation dates beside any traffic or conversion figures.
Explain what the report cannot show
Some publishers do not provide article-level view counts. Visitors may decline analytics, block scripts or return later through another channel. A referral report therefore describes observed activity rather than every person who encountered the news.
Record these limits next to the results and avoid claiming that every conversion after a release was caused by it. For choosing deliverables, read press releases vs editorial coverage; for preparing the announcement, use the free templates.
Common questions
Does 500 placements mean 500 readers?
No. Placement count and audience activity are different measurements. Neither a listing count nor total publisher audience proves release views.
Should pending directory reviews count as backlinks?
No. Record submissions, pending reviews and accepted live URLs separately.
Is the downloadable report a completed campaign?
No. It is a blank worksheet for recording your own verified campaign results.