Website Measurement Dashboard


increase in traffic to North Dakota is from a "direct-list" email campaign. The top five metro area .... Minot-Bismarck-Dickinson(Williston)ND. 1,307. 37 3432%. 16.

Website Measurement Dashboard October 2017

•ACTIVITY: Month over month, visits fell slightly (-7%) but pageviews rose significantly (+27%). Year over year, visits jumped 57%. Year to date, visits are tracking 22% ahead of last year. •ENGAGEMENT: Bounce rates rose significantly month over month, likely related to a surge in campaign traffic. Year over year, time on site fell 15% and the total bounce rate increased only slightly (3%). •TRAFFIC SOURCES: With campaigns restarting in October following Hurricane Irma, campaign traffic was the dominant source, driving more than 60,000 visits (58% of all site traffic). Organic traffic was the second largest source, driving nearly 32,000 visits (30% of all site traffic). •MOBILE: 67% of all site traffic came from mobile devices (mobile phones and tablets). •SIGNALS OF INTENT TO TRAVEL: With the storm no longer being a focus, conversion activity rebounded in October. Month over month, all tracked goals improved significantly – total conversions averaged a 158% increase. Year over year conversions were also strong. Guide orders were essentially static (-1%) but all other goals saw significant improvement. • MOST VIEWED PAGES: The top five pages were: (1) Homepage, (2) Stone Crab Festival profile page, (3) Events grid landing page, (4) Newsletter sign-up form page, (5) Major Annual Events editorial page •TOP MARKETS: The top five state markets in terms of activity were: Florida, New York, Illinois, Georgia and Pennsylvania. The vast increase in traffic to North Dakota is from a "direct-list" email campaign. The top five metro area markets were almost all Floridabased: Naples/Fort Myers, Miami-Ft. Lauderdale, New York, Tampa-St. Pete and Orlando-Daytona. • INTERNATIONAL SITES: oUK – MoM, visits fell 53% and the bounce rate rose from 27% to 72.5%. YoY, visits climbed 13% and engagement metrics didn’t shift significantly. oGERMANY – MoM, visits rose 24%, pageviews rose 40%, time on site increased 32% and the bounce rate didn’t shift significantly. YoY, visits fell 18% and engagement saw mixed (and not highly significant) results. oBRAZIL – MoM, visits rose 30% and pageviews rose 71% while time on site and bounce rate essentially held steady. YoY, visits and pageviews dropped significantly (-63% and -57%, respectively) while time on site and bounce rate saw only minimal changes.

Website Measurement Dashboard October 2017

Signals of Intent to Travel

Traffic by Device Category

Goal Completion Rate (Total SITs/Pageviews)

7.36%

LM

LY

3.61%

5.71%

Instances

LM

%ch

LY

14%

mobile

%ch

53%

33%

440 128 3,304 5,122 356 3,911 1,115 14,376

Guide Orders NewsletterSignup Deals Page Views Hotels & Rentals Listings Views eBook Views BookDirect Widget Searches BookDirect Click-Throughs

Total

202 54 1,027 2,662 147 922 553 5,567

118% 137% 222% 92% 142% 324% 102% 158%

445 112 1,871 3,389 301 1,046 643 7,807

-1% 14% 77% 51% 18% 274% 73% 84%

10000 8000 6000 4000

2017-10-31

2017-10-30

2017-10-29

2017-10-28

2017-10-27

2017-10-26

2017-10-25

2017-10-24

2017-10-23

2017-10-22

2017-10-21

2017-10-20

2017-10-19

2017-10-18

2017-10-17

2017-10-16

2017-10-15

2017-10-14

2017-10-13

2017-10-12

2017-10-11

2017-10-10

2017-10-09

2017-10-08

2017-10-07

2017-10-06

2017-10-05

2017-10-04

2017-10-03

2000

2017-10-02

1.43 2.59 1.98

BounceRate

79.2% 46.3% 65.2%

Pageviews

12000

2017-10-01

54,602 34,719 14,931

Pgs./Visit

Time onSite

00:38 02:05 01:23

Most-Viewed Pages

Visits by Day

0

tablet

Visits

mobile desktop tablet

desktop

/ /listings/events/profile/stone-crab-festival /listings/events /newsletter /major_annual_events /guide /listings/events/profile/pro-watercross-world-cha /lodgings /?http://www.paradisecoast.com?utm_medium=S /listings/hotels_and_rentals /articles/celebrities_find_their_own_paradise_in_ /articles/paradise_coast_webcams /listings/events/profile/cme-group-tour-champion

35,642 16,903 9,330 6,668 5,152 4,222 3,282 2,985 2,952 2,876 2,623 2,508 2,498

BounceRate

76% 72% 31% 72% 38% 56% 72% 23% 82% 70% 84% 23% 69%

Website Measurement Dashboard October 2017

Referring Domains Visits

m.facebook.com / referral fbunc.com / referral stonecrabfestival.com / referral cityofmarcoisland.com / referral colliergov.net / referral honeymoons.com / referral facebook.com / referral l.facebook.com / referral southernliving.com / referral visitflorida.com / referral lm.facebook.com / referral nhgcc.com / referral duckduckgo.com / referral

Visits By Geography Visits State Florida 44,647 New York 7,511 Illinois 4,971 Georgia 4,088 Pennsylvania 4,041 New Jersey 3,778 Massachusetts 3,184 North Dakota 2,966 Ohio 1,971 District of Columbia 1,576 Minnesota 1,342

1,137 598 219 217 201 199 182 172 102 99 91 80 66

LM

14,237 6,932 6,534 2,945 3,857 3,992 4,227 110 4,503 830 2,121

%ch

214% 8% -24% 39% 5% -5% -25% 2596% -56% 90% -37%

BounceRate

76.4% 77.1% 41.6% 43.8% 46.8% 55.3% 61.5% 82.0% 66.7% 42.4% 53.9% 76.3% 63.6%

LY

%ch

35,858 2,785 2,005 1,212 1,236 1,357 1,107 36 1,073 495 571

25% 170% 148% 237% 227% 178% 188% 8139% 84% 218% 135%

Visits By Geography Metro Area

Visits

Ft. Myers-Naples FL Miami-Ft. Lauderdale FL New York NY Tampa-St. Petersburg (Sarasota) FL Orlando-Daytona Beach-Melbourne FL Chicago IL Philadelphia PA Atlanta GA Boston MA-Manchester NH Washington DC (Hagerstown MD) West Palm Beach-Ft. Pierce FL Fargo-Valley City ND Minot-Bismarck-Dickinson(Williston) ND

12,797 10,900 10,021 9,253 8,105 4,812 4,362 3,778 3,408 3,022 2,585 1,964 1,307

Visits By Geography (Visits to U.S. Site) Country United States United Kingdom Canada Germany India Brazil Sweden Argentina France Italy Switzerland

Visits

94,586 3,086 1,805 896 337 249 155 151 138 130 126

LM

%ch

4,573 180% 2,039 435% 8,393 19% 3,104 198% 2,951 175% 5,858 -18% 2,686 62% 2,524 50% 4,527 -25% 2,306 31% 551 369% 124 1484% 37 3432%

LM

89,072 5,671 5,558 4,353 133 328 661 363 568 355 716

%ch

6% -46% -68% -79% 153% -24% -77% -58% -76% -63% -82%

LY

13,922 8,957 3,422 7,008 4,007 1,840 1,047 1,078 1,091 968 1,462 42 16

LY

59,748 1,911 1,594 764 80 504 156 129 88 107 117

%ch

-8% 22% 193% 32% 102% 162% 317% 250% 212% 212% 77% 4576% 8069%

%ch

58% 61% 13% 17% 321% -51% -1% 17% 57% 21% 8%

Website Measurement Dashboard

Metric Defintions Visit – This metric tracks the total number of visits to the website, both unique and repeat. Unique Visitor –The metric counts each visitor’s first visit to the site during a specified timeperiod. Page View – A request to load a single page of a website. Bounce Rate – Percentage of visitors who view only one page on the site and exit immediately without interacting with the site in any way. Because of event tracking in Google Analytics, outbound links, video plays and other site interaction elements that would have been a bounce before are now not counted as bounces. Paradisecoast.com has anaytics event tracking set up for outbound links. There is no industry-wide standard for bounce rate, but the generally accepted goal is less than 50 percent for overall bounce rate. Bounce rate can be affected by campaigns and promotions, referrals -- especially from social media, and many otherfactors. Signals of Intent to Travel (SITs) – A measurement that captures goal completion events that indicate a strong desire that the site visitor will travel to the destination. The SIT conversions are unique to each website. Some examples include ordering a visitor guide, signing up for email newsletter, visiting a deals page, clicking through to a booking vendor, visiting the detailed listing of a hotel, activity orevent. Traffic Sources: Organic Traffic – Visitors referred by an unpaid search engine listing, i.e. a Google or Bing search. Campaign Traffic – Traffic from campaign-related media such as banner ads and campaign landing pages; relies on proper tracking code setup to be attributed correctly. Includes traffic from paid search. Direct/None Traffic – Traffic that either comes from a visitor typing the web address directly into their browser, or they have bookmarked/favorited the site and are entering by opening the bookmark on their device. It also includes untagged links within emails or campaign traffic missing trackingparameters. Referral Traffic – Visitors referred by links on other websites, such as city/county government sites, social networks, and more. Much of this traffic is not easy to control, although it can be affected by social mediaposting.

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