Metric Definitions


Total pickup* represents all relevant media placements and influencer interaction around your content, consisting of either exact match postings from the online and social media that we monitor, or tweets about your news.  


  • Exact matches** are full text posting of the press release in the online media that we monitor.
  • Tweets in Visibility Reports are those tweets/retweets discovered on Twitter by our reporting spiders, which contain a link to your release on our PR Newswire or CNW websites.  


*How is Total Pickup calculated?

Total pickup is a measure of the number of exact matches and tweets found of your content. PR Newswire uses a proprietary algorithm to search the thousands of sites in our distribution network for mentions of your distributed content. We also include all tweets that we find which link to your release on PR Newswire and CNW websites. 

**How are Exact Matches determined?

Exact match pickup is a component of our calculation of total pickup. PR Newswire uses a proprietary algorithm to search the thousands of sites in our distribution network for full text verbatim postings of your content. We search for exact matches for up to 48 hours after distribution. 


Total potential audience: ​This number refers to the potential number of viewers exposed to your exact match and tweets. Total potential audience is calculated by adding up the following:  

  • For online sites – the average number of visitors (obtained from an audience data provider) that frequent each online site that has posted your news. Visibility Reports utilizes data from the following sources:
    • SimilarWeb* provides metrics for Unique Visitors per Month (UVPM) coming from desktop and mobile devices. This data is updated monthly.
    • Siteworthtraffic, an internet analytics company favored by several of our Asian customers. Measured in a visitors/day format.​
    • Alexa, an American web traffic analysis company. Measured in a visitors/day format.
    • comScore, Inc., an Internet analytics company providing data and analytics to many of the world's largest enterprises, agencies, and publishers. Reported in a visitors/day format.
    • Cision Digital Reach*, a proprietary methodology created by Cision to measure the reach of online media outlets that post our news. Reported in a visitors/month format. In most places, this will have been replaced by SimilarWeb as of April 25, 2020.
  • For tweets – the number of followers for each Twitter handle that tweets or retweets your release (obtained from Twitter).

* As of April 25, 2020 PR Newswire replaced Cision Digital Reach with a 3rd party data provider and industry leader: SimilarWeb. Customers should expect an overall change in Total Potential Audience with this change. Data from SimilarWeb is updated monthly so an outlet's audience will vary from month to month. 


Guaranteed Paid Placement, powered by Nativo, expands the reach and visibility of your release by creating a native advertisement that displays on premium publisher sites and gathers impressions. The native advertisement links to the press release in a native article format within the publisher’s site. 

  • Native advertisement: A native advertisement (or ad-unit) is created using the press release headline and an image or video and fits seamlessly into a publisher’s news feed by matching the visual design and function of the website.
  • Impressions*: The number of times users open a website and the native advertisement is visible on the page. An impression is logged even if the placement isn’t clicked on.
  • Native Article: The press release matched to the look and feel of the publisher site, fully integrated and consumed onsite for the least disruptive user experience. Native Articles are the most effective form of native advertising and are only available from Nativo.

*How are impressions calculated? 

Nativo provides all impressions coming from desktop and mobile devices. Impressions are used as a billable unit of measure for each native ad unit served, which is how the impression levels in packages are guaranteed. The native advertisement runs on the sites in the selected package for 1 week until all the guaranteed impressions are gathered. After 7 days, your report will display screenshots of the native article on each website to serve as proof of placement on these premium sites. 

Proof of Placement

Screenshots of the native article on each website serve as proof of placement on these premium sites. Please note: Screenshots will be available 7 days after the campaign ends.

Views & Hits

Release Views --  The total number of views we were able to collect for your release.  These include Public Views and Media Views.

Views & Hits -- An aggregated total of all traffic to your release, including human views as well as hits to your release on from search engine crawlers.

Web Crawler Hits -- The number of times your release was crawled by search engine robots or other web crawlers on

Public Views -- All views to your release on either PR Newswire's site or on downstream websites where we cannot identify the individual viewing the release. This is a subset of Release Views.

Media Views -- Views from PR Newswire for Journalists. This data is a subset of Release Views. 

Organization Views -- Views to your news release on from identifiable organizations, using the visitor's IP address.  This data is subset of Public Views.

Views on Our Websites -- Views of the release on PR Newswire and CNW Group websites.

Views on Our Network -- Views to your release on the websites that are part of our syndication network.



Multimedia refers to the total number of views, plays and downloads of assets distributed with your release. 

Image views with release -- Views of the image(s) that occurred on this release.

All Image views -- All views of the image(s) with this release; with other, past releases; independently on PR Newswire properties, or from any downstream partner site.  As we host images on a dedicated photo archive they can receive views independently from the releases they are distributed with.

Video Views -- The number of times the video(s) were viewed.  If the video is hosted on YouTube then there may be views that occurred independently of the release.

Audio Downloads -- The total downloads of audio files from your release. 

Audio Plays -- The number times that audio files provided with your release were played.

Document Downloads -- Downloads of documents provided with the release.

Image Downloads (media, U.S.) -- Downloads of the image(s) by media outlets registered on PR Newswire for Journalists.  This data does not yet feed into Visibility Reports

Image Downloads (CNW) -- The number of times the image(s) was downloaded.

Total Downloads -- Total downloads of all types for assets provided with the release.  In this version of Visibility Reports, this now includes images as well as other file types. (Engagement tab)


Traffic Sources -- Shows where the traffic to your release originated.

Traffic Sources: Direct Traffic -- The number of times someone viewed the release, but we could not identify a source (referrer) for the view.  The viewer may have bookmarked your release, or typed in the URL directly into their browser, among other possibilities.

Traffic Sources: Other Websites -- Traffic from websites that are not in other categories of traffic sources.

Traffic Sources: Search Engines -- Total traffic from search engines. 

Traffic Sources: Social Media  -- Total traffic from social media websites.

Traffic Sources: Webmail -- Total traffic from webmail apps, e.g. Gmail,, etc.


Click-throughs -- The number of times that links in the body of the release were clicked. Measured on our websites only.

Shares -- The total number of shares from our websites, such as shares on Twitter, Facebook and other social media. Also included are printing of the release and sharing it via email.

Total Engagement Actions  -- The total click-throughs, shares, and downloads for your release.





 ♦ Visibility Reports 



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