Muck Rack offers various types of data points and metrics to make quantifying your PR campaigns easy. In this article, you’ll learn about the metrics included on Muck Rack, as well as how to use them to determine the success of an article or campaign.

All of the metrics included below are options you have available to view from any coverage report, either from the Overview tab or to toggle on as columns from the Articles tab.

Overview Tab

Total engagement

The number of times a link was shared, commented on or liked on social media networks tracked by Muck Rack. Currently, social data is available for the following social networks:

  • Facebook

  • Pinterest

Average engagement

Total engagement divided by the number of links in a Coverage Report.

Journalist Shares

The total number of journalists who have shared a link on Twitter. This metric is used to provide insight into how many times a story has been amplified by the most credible, influential sources, journalists.

Journalist Reach

The cumulative number of Twitter followers the journalists who tweeted the link have. This metric is used to measure journalists’ personal circulation on Twitter.

Average UVM (Unique Visitors per Month)

The average of the sum of unique devices visiting each publication’s domain in a month, divided by the number of total articles, over your selected time frame.

Total UVM (SimilarWeb’s UVM)

The sum of unique devices visiting this publication's domain in a month. Insights by SimilarWeb. The Total UVM is the UVM of each media outlet in the current view, added up once per media outlet even if there is more than one link included from the same outlet (e.g. if there are two articles from Outlet A in the report, and Outlet A has 1M UVM, that's still only 1M included in 'Total UVM').

Sentiment

The classification of tone of an article, which may be positive, negative, or neutral.


Articles Tab

The metrics listed below may be toggled on as columns in any Coverage Report, and are listed in the order they appear under Edit Columns.

Article Data

Content Type
Denotes if the article is online or in print.

Language

The automatically identified language the article is written in.

Sentiment

The classification of tone of an article, which may be positive, negative, or neutral.

Pitch Placement

Denotes the pitch that helped generate your coverage.


Media Outlet Data

Audience
The total print distribution for the media outlet.

Scope

The range and type of audience the media outlet creates content for.

Location

The primary location for the media outlet that published a link.

Media Market

A region where the population is likely to view content from the media outlet.

Advertising value equivalency (AVE)

A media outlet’s default AVE in Muck Rack is calculated using the industry standard formula of a Media Outlet’s SimilarWeb UVM x .025 x $0.37. Learn more about how to adjust this formula for specific outlets here.


Insights by SimilarWeb

SimilarWeb's Unique Visitors per Month (UVM)

The sum of unique devices visiting this publication's domain in a month. Insights by SimilarWeb. The Total UVM is the UVM of each media outlet in the current view, added up once per media outlet even if there is more than one link included from the same outlet (e.g. if there are two articles from Outlet A in the report, and Outlet A has 1M UVM, that's still only 1M included in 'Total UVM').

SimilarWeb’s Average Visit Duration

The average amount of time spent on the site's domain. Insights by SimilarWeb.

SimilarWeb’s Global Rank

A website’s relative size globally, calculated by combining the unique monthly visitors with the number of page views across desktop and mobile traffic. Insights by SimilarWeb.

SimilarWeb’s Pages Per Visit

The average pages per visit to the outlet's domain. Insightsby SimilarWeb.

SimilarWeb’s Total Visits

The sum of all visits per month to the media outlet's domain. Insights by SimilarWeb.


Data provided by Comscore

Comscore’s Unique Visitors per Month (UVM)

The number of unique people who visited this publication’s domain in a month, provided by Comscore.


Data provided by Moz

Moz’s Domain Authority

A score (0-100) that predicts how well a website will rank on search engines, provided by Moz.

Moz’s Page Authority

A score (0-100) that predicts how well a specific page will rank on search engine result pages.

Moz's Spam Score

A score that represents the percentage of sites with similar features to the site you’re researching which we've found to be penalized or banned by Google. Learn more about what percentages mean here.


Social Engagement Data

Journalist Shares

The total number of journalists who have shared a link on Twitter. This metric is used to provide insight into how many times a story has been amplified by the most credible, influential sources, journalists.

Journalist Reach

The cumulative number of Twitter followers the journalists who tweeted the link have. This metric is used to measure journalists’ personal circulation on Twitter.

Total engagement

The number of times a link was shared, commented on or liked on social media networks tracked by Muck Rack. Currently, social data is available for the following social networks:

  • Facebook

  • Pinterest

Facebook engagement

The total number of reactions, comments and shares for a link on Facebook.

Pinterest engagement

The total number of times a link has been pinned on Pinterest.


Custom Data

Custom Columns
Add Custom Columns to your Coverage Report(s) to categorize articles using your organization's unique data. When you toggle any Custom Columns 'ON' in your Coverage Report settings, a field will appear where you can enter the column choices relevant to your organization for each/any of the Custom Columns. Learn more about enabling Custom Columns in your Coverage Reports here. Custom Column choices include:

  • Campaign

  • Category

  • Media Strategy

  • People Mentioned

  • Placement Type

  • Products Mentioned


Export Data

Journalist Statuses

All journalists who have Tweeted the articles in your report with each of their tweets. This metric can be viewed from any exported Coverage Report in Excel under the "Journalist Statuses" tab.


Frequently Asked Questions

What if UVM isn’t available for a media outlet?

If available, the UVM for a media outlet will be displayed directly on its profile page (e.g. http://muckrack.com/nyt). A media outlet that does not have UVM will display N/A, signifying that the data isn’t currently available from Comscore or SimilarWeb. Media outlets are automatically updated when any new or additional UVM data is available, so you always have the most up-to-date information we’re able to provide.

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