Measurement Breakdown

UNICEF Press Releases

About The Breakdown

UNICEF Press Releases

UNICEF posts dozens of times a week on their press release “News Room”. Here we dive into what actions a user can take on these pages and how they might want to monitor that overtime.

Journey Questions

  1. Are people sharing articles with the share widget?
  2. Are people initiated “Media Contacts” column?
    • Clicked a “Mailto:” link
  3. Are people reading the entire article?
    • Time on page
    • Scroll Depth
    • Viewed the footer

The Marketing Methodology

UNICEF distributes more press releases than nearly any other Nonprofit. Some days there are 4+ press updates on their website.

Most likely this is due to (a) an SEO long game (b) general news interest.

They are one of the larger nonprofits so a combination of both is very possible.

If we were going to manage their marketing we would want to drill down into their strategy a bit more than we have here.

Looking For More?

UNICEF posts dozens of times a week on their press release "News Room". Here we dive into what actions a user can take on these pages and how they might want to monitor that overtime.
We went into this one knowing that there would be complex answers due to the number of opt-in locations and split testing variants. HubSpot's Blog is value-packed and we would want to see them capitalizing on those value-centric opt-ins!
Mudwtr is a low SKU eccomerce shop. We take a look at one report page that could be extremely helpful for optimizing collection pages for a higher "click to product" & "add to cart" rate. Most likely we would be using events to know which products have been made "aware" and are clicked into will greatly supplement enhanced e-commerce reporting.
This breakdown goes deep into multi-step funnels with various engagement points. Discounts would be a huge split testing variable as that probably affects stick, churn, and signup rates the most.

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