Understanding how metrics are calculated by channel is essential for accurate reporting. Each media type has unique ways of measuring mentions, contributors, reach, impressions, and PR value. This guide explains how we calculate and interpret metrics across Online Media, Print Media, Instagram, and TikTok.
Online Media Metrics
Online Media Metrics
Mentions
The total number of articles tracked mentioning your brand across news sites and blogs.
Contributors
The total number of online publications mentioning your brand.
Unique Monthly Visitors (UMV)
The estimated number of unique visitors to a website in one month. We source UMV data from Similarweb, then adjust by country share.
If country-specific data is unavailable and the lowest reported share is under 1%, that figure is used.
If the lowest reported share is 1% or higher, we default to 1%.
Reach
Reach is equal to the UMV of the website where your coverage appears.
Impressions
Impressions are calculated as the number of mentions multiplied by the UMV.
PR Value
First, calculate Ad Value: impressions divided by 1,000, then multiplied by the online CPM ($10). PR Value is Ad Value multiplied by three.
Print Media Metrics
Print Media Metrics
Mentions
The total number of brand or product mentions in print media.
Contributors
The total number of print publications mentioning your brand.
Readership
The estimated number of people who read a publication, provided through audited circulation and readership figures.
Reach
Reach is equal to the readership of the publication.
Impressions
Impressions are calculated as the number of mentions multiplied by readership.
PR Value
First, calculate Ad Value: the publication’s full-page advertising rate. PR Value is Ad Value multiplied by three.
Instagram Stories Metrics
Instagram Stories Metrics
Mentions
The total number of Instagram story frames tagging your brand.
Contributors
The total number of unique story authors mentioning your brand.
Followers
The number of followers of the story author.
Reach
Reach is equal to the creator’s follower count.
Impressions
Impressions are calculated as the number of mentions multiplied by followers.
PR Value
First, calculate Ad Value: impressions divided by 1,000, then multiplied by the Instagram Stories CPM ($10). PR Value is Ad Value multiplied by three.
Instagram Posts Metrics
Instagram Posts Metrics
Mentions
The total number of Instagram posts tagging your brand.
Contributors
The total number of unique post authors mentioning your brand.
Followers
The number of followers of the post author.
Engagement
The total number of likes and comments a post receives within the first 24 hours.
Engagement Rate
Engagement divided by followers, multiplied by 100.
Reach
Reach is equal to the creator’s follower count.
Impressions
Impressions are calculated as the number of mentions multiplied by followers.
PR Value
First, calculate Ad Value: impressions divided by 1,000, then multiplied by the Instagram Posts CPM ($20). PR Value is Ad Value multiplied by three.
TikTok Metrics
TikTok Metrics
Mentions
The total number of TikTok videos tagging your brand.
Contributors
The total number of TikTok creators tagging your brand.
Followers
The number of followers of the creator.
Engagement
The total number of likes and comments a video receives within the first 24 hours.
Engagement Rate
Engagement divided by followers, multiplied by 100.
View Rate
Video views divided by followers, multiplied by 100.
Reach
Reach is based on video views, not followers. TikTok’s For You page prioritises discovery over follower distribution, making views a more accurate measure of reach.
Impressions
Impressions are equal to the total number of video views.
PR Value
First, calculate Ad Value: impressions divided by 1,000, then multiplied by the TikTok CPM ($40). PR Value is Ad Value multiplied by three.