Understanding PR Coverage Metrics and Domain Authority

3 min read · Updated July 2026

Dashboard Metrics

Your Dashboard shows aggregate metrics across all reports (or filtered by client):

Total Coverage Items — How many articles across all reports
Estimated Audience Reach — Combined circulation/traffic of publications
Average Domain Authority — SEO authority score (1-100) of your placements

What Domain Authority Tells You

DA is a 1-100 score reflecting a publication's SEO strength.

70+ — Top-tier placement (think: NYT, TechCrunch, BBC). Highlight this to clients.
40-69 — Solid mid-tier (trade publications, regional outlets). The backbone of most campaigns.
Under 40 — Niche or newer sites. Still valuable for reach into specific audiences.

A healthy campaign has a mix. Don't chase DA exclusively — a well-placed trade article often drives more qualified attention than a passing mention in a national outlet.

The Activity Feed

Navigate to Activity in the sidebar. Filter by:

All — Everything happening in your workspace
Views — When clients open your shared reports
Coverage — New articles added to reports
System — Technical events

The Views tab is your secret weapon for client management. Knowing when a client viewed the report tells you when to follow up.

Talking to Clients About Metrics

When presenting metrics to clients:

Lead with reach and quality, not quantity. "Coverage in 8 publications with an average DA of 62" sounds better than "15 articles."
Contextualize domain authority. Most clients don't know what DA means. Say: "These are publications that Google considers highly authoritative."
Use sentiment as a narrative device. "94% positive sentiment across all coverage" is a headline, not a footnote.

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