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 toggle on in any Coverage Report.

Total UVM (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').

Average UVM

The total UVM from SimilarWeb divided the number of links in a Coverage Report.

Comscore’s Unique Visitors per Month (UVM)

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

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. 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.

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.

Average engagement

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

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.


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


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


The automatically identified language the article is written in.


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.

Moz’s Domain Authority

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


A score (0-10) that reflects the importance of any given web page on the internet, 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, provided by Moz.

SimilarWeb’s Average Visit Duration

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

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.

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