WEBSITE ANALYTICS REPORT - JANUARY

Transcription

1 WEBSITE ANALYTICS REPORT - JANUARY 2017

2 JANUARY 2016 vs. JANUARY 2017: WEBSITE OVERVIEW 500 Daily Sessions - Jan Daily Sessions - Jan Sojern Spike 375 Monthly Newsletter Jan. 1 Jan. 15 Jan. 31 TOTAL SESSIONS SESSION % CHANGE BOUNCE RATE 6, % 2.54% Avg. sessions/day: 214 1,417 sessions in 2016 vs. 6,651 in % in 2016 vs % in 2017 GENERAL WEBSITE KPI S AVERAGE SESSION DURATION ORGANIC SEARCH SESSIONS January's sessions increased by 369% yearover-year, with 6,651 total visits. The slight decline in session duration and increase in bounce rate are a result of more traffic coming from display ad clicks. This change is expected, as nearly half of visits from paid sources landed on the Getaway contest % 1m59s in 2016 vs. 1m34s in 2017 OVERALL TRAFFIC SOURCES 262% 419 in 2016 vs. 1,516 in 2017 SESSIONS BY LOCATION Paid sources (49%) and organic search (23%) accounted for the majority of traffic, with , social, and direct making up the rest. Traffic was up 12% over December, primarily a result of increased visits from paid sources and organic searches. * Organic 53% 25% Referral Organic search traffic grew by 262% over last year and 25% over December. Direct visitors jumped 251%, and referral traffic was up 38% over last year. Direct Los Angeles had the highest concentration of visitors, with the majority coming from paid search and display ads. The monthly newsletter brought a spike in traffic on Jan. 5, driving visitors to the Stay & Save, Getaway, and Tri Tip Sandwich pages. Organic $ 2016 * Organic TOP 10 CITIES SESSIONS Los Angeles 935 (+758%) 488 (+98%) Santa Clarita 336 (5,500%) Lancaster 296 (29,500%) San Francisco 255 (298%) OUTBOUND CLICKS TO HOTELS + ATTRACTIONS Paid Direct Direct Bakersfield 217 (2,311%) 276 Referral Palmdale 216 (N/A) San Jose 108 (+731%) San Diego 89 (+324%) 4.15% of all visitors click to a hotel/attraction 2017 Lompoc 76 (+245%)

3 Hotels, Attractions, Popular Events, & Demographics JANUARY 2017

4 JANUARY 2017: HOTELS, ATTRACTIONS & EVENTS Outbound Hotel Clicks The Historic Inn Fairfield Inn & Suites - Marriott Holiday Inn Best Western Candlewood Suites Radisson Quality Inn Days Inn Solaire Inn & Suites Motel UNIQUE OUTBOUND HOTEL CLICKS UNIQUE OUTBOUND ATTRACTIONS CLICKS UNIQUE ENTRIES % of all visits 2.9% of all visits 3.1% of all visitors HOTEL, ATTRACTION & EVENT KPI S TOTAL CONVERSIONS TOTAL CONVERSION RATE There were 482 conversions in January, up from 316 in December. Clicks to hotel partners, attraction websites, and Getaway entries all increased, and there were 28 newsletter subscriptions. 7.2% of all visitors performed at least one of these actions up nearly two points from last month. 8% of all sessions (503) included at least one visit to hotel-based content, and 27% (1,790) included at least one visit to attractions-based content. The increase in outbound hotel clicks is due primarily to AdWords, referrals from santamaria.com, and organic search. The increase in outbound attraction clicks is primarily due to organic search and referrals from santamaria.com and cityofsantamaria.org. The increase in Getaway entries is due primarily to Facebook and paid ads % Avg. 15/day TOP 10 ATTRACTIONS PAGEVIEWS The Hitching Post 54 Jocko s 51 Shaw s Famous Steakhouse 44 Historic Inn Garden Room 26 Point Sal State Beach total conversions OUTBOUND HOTEL CLICKS BY LOCATION 53% TOP CITIES Los Angeles, CA 9 CLICKS Of the 206 Getaway entries, 45% came from paid ads (the majority from Pandora), 42% came from Facebook, 8% came from The Visitor and weekly blast , and 3% came from the Fave 5s . The remainder came from organic search and direct visitors. The Fave 5s had a 10% conversion rate for Getaway entries, and Facebook had a 31% conversion rate. Far Western Tavern 24 Discovery Museum 23 The Pad Climbing Gym 22 Woody s Butcher Block 21 Indianapolis, IN 4 San Francisco, CA 3 Santa Clarita, CA 3 Irvine, CA 2 Palmdale, CA 2 Riverside, CA 2 Guadalupe-Nipomo Dunes & Sisters Gifts & Home 20, CA 2 Simi Valley, CA 2

5 JANUARY 2017: DEMOGRAPHICS, CONTENT, & REFERRAL TRAFFIC REFERRAL SESSION % CHANGE MOBILE SESSION % CHANGE TABLET SESSION % CHANGE 38% 680% 360% 862 in 2016 vs. 1,191 in in 2016 vs. 3,189 in in 2016 vs. 750 in 2017 TOP PAGES BY PAGEVIEWS % MALE TRAFFIC % FEMALE TRAFFIC PAGE Homepage 2,461 PAGEVIEWS 43.50% 56.50% 1,697 visits from men 2,207 visits from women Things To Do 1,979 TOP 10 SITE REFERRALS SESSIONS GENDER TRAFFIC BY SESSIONS Getaway 1,841 Events 881 Hotels & Motels 461 santamaria.com 377 Facebook 295 cityofsantamaria.org 180 santamariawines.com 49 2,207 1,697 The Scoop on Santa Maria Pinquito Beans 449 einpresswire.com 30 AGE DEMOGRAPHIC BY SESSIONS Attractions 430 Plan Your Trip 415 Eat & Drink 334 Wine Country 270 sbcountywines 29 visitcalifornia.com 17 westcoastkustoms.com 16 dadcooksdinner.com 11 wikipedia.org

6 Organic Search & Facebook Performance JANUARY 2017

7 JANUARY 2017: ORGANIC SEARCH Google Ranking Improvement KEYWORD GOOGLE RANK IMPROVEMENT SINCE LAUNCH Barbecue #3 98 BBQ #6 95 Wineries Map #7 94 Hotels #10 90 Style BBQ #8 93 California #13 88 #7 16 Things to Do in #6 14 What to Do in #4 14 Upcoming Events #6 14 #5 2 ORGANIC SEARCH VISITS ORGANIC TRAFFIC % CHANGE ORGANIC HOTEL CONVERSION RATE 1, % 0.53% Average search visits per day: average search visits per day 8 outbound hotel clicks from organic ORGANIC SEARCH KPI S ORGANIC ATTRACTION CONVERSION RATE ORGANIC GETAWAY CONVERSION RATE December s organic search traffic increased by 262% over last year while continuing to gain rankings in Google s search results. The website now ranks on the first page for Hotels, and an array of other similar searches. We have been working on increasing the site s ranking for Hotels, which has greater search volume. The site climbed from page 5 to page 4 for this query in January. The website was seen 69,242 times in Google s search results in December, up 26% over last month. Search visitors in Los Angeles, San Francisco, San Diego, San Jose, and San Luis Obispo all showed dramatic growth over last year. AVERAGE SESSION DURATION 11.44% 2m06s in 2016 vs. 1m52s in 2017 BOUNCE RATE 4.8% 0.2% 73 outbound attraction clicks from organic 3 getaway entries from organic search TOP SEARCH IMPRESSIONS ORGANIC SESSIONS BY LOCATION santa maria 53% santa maria ca 25% santa maria california santa maria bbq TOP 10 CITIES SESSIONS (YOY) twitchell reservoir Los Angeles 135 (+335%) things to do in santa maria 120 (+18%) San Francisco 79 (+204%) pinquito beans Lompoc Portland 26 (+73%) 29 (N/A) santa maria valley Orcutt 24 (+71%) 26.45% 51.78% in 2016 vs % in 2017 santamaria santa maria grill San Diego 22 (+450%) San Luis Obispo 22 (+100%) Santa Barbara 18 (0%) San Jose 17 (+467%)

8 13,000 JANUARY 2017: FACEBOOK PERFORMANCE Daily Reach (Impressions) Daily Engaged Users 100 9, , , Jan. 1 Jan. 15 Jan. 31 FACEBOOK PAGE LIKES SINCE JAN. 1 PEOPLE REACHED JAN. ENGAGED USERS ,622 1,558 total page likes on Jan. 31: 3,576 Avg. 10,181/day 0.50% engagement rate ANALYSIS VIDEO VIEWS WEBSITE VISITS FROM FACEBOOK 's Facebook page reached 315,622 people in January, resulting in 1,558 post engagements, including website clicks, likes, shares, comments, and photo clicks. New page likes for the month brought the overall total to 3,576. More than half of website visits coming from Facebook were organic visitors at 58% and 42% paid, an 8% increase over last month. Average session duration increased a full minute over last month at 2 minutes, 9 seconds. Getaway entries coming from Facebook doubled over last month with 95 new entries. A new Facebook promotion kicked off in late December in partnership with MyYosemitePark.com. This co-op sweepstakes is for an 11-day trip from San Francisco to Yosemite National Park and onto the iconic California beach towns and wine country. The promotion runs through Feb 14 and has provided over 8,000 leads in January. The "Let's Get Together" giveaway will be promoted on Facebook through the end of February. There were 229 new entries in January bringing the total to 612. New content will continue to be posted and/or shared from Instagram continues to be effective at expanding our reach across all social channels. The weekly and monthly newsletters will also continue to be shared through the Facebook feed. 40,428 primarily from paid campaigns FACEBOOK GETAWAY CONVERSION RATE TOP 5 FACEBOOK POSTS BY CLICKS (LIFETIME) POST No matter the time, happy hour is here. #letsgettogether #santamariavalley The Channel has named the Valley as one The New Top 10 Cities for Wine Snobs. Channel TV host, Chef Andrew Zimmern found the world's best donuts in! Visit - We ll frolic and play the way video Clarrisa Nagy of Nagy Wines was recently on "The Good Life" with Mike the Wine Guy, and talked about all the unique wines in the % organic & 42% paid AVG. SESSION DURATION ON WEBSITE 31.5% 2m09s 53% REACH 25% 93 Getaway Entries from Facebook vs 1m34s from all traffic sources REACTIONS/ COMMENTS/ SHARES POST CLICKS

9 AdWords & Digital Media JANUARY 2017

10 cc.media Campaign January 2017 Online Report OVERVIEW: -January delivered over 2.8M impressions, 9.5k clicks, and a good overall 0.34% CTR. -January delivered over 440k video views with an average completion rate of 54.35%. Pandora and Sojern had the top completion rates. Facebook & Instagram: -Facebook & Instagram campaigns reached over 103k people generating 2.8k clicks, 65k video views, a great 0.87% CTR, and 44 new likes.. -For Facebook and Instagram, we ran a 33% split for the promoted giveaway post, Facebook video views, and Instagram video views. Facebook is performing better than Instagram in terms of views, clicks, CPV, CTR, CPC, and length of view. Google: -Impressions increased 158%, clicks increased 45%, and CPC decreased 15% MoM. -Top performing keywords were focused on weekend getaways. ONLINE OVERVIEW Channel Flight Impressions Clicks CTR Avg. CPC Investment Giveaway Entries Signups Google 1/1/17-1/31/17 412,372 1, % $3.53 $5, Sojern 1/1/17-1/31/17 1,101,736 3, % $1.50 $6, TripAdvisor 1/1/17-1/31/17 145, % $9.09 $2, YouTube 1/1/17-1/31/17 136, % $6.46 $2, Pandora - Santa Barbara 1/1/17-1/16/17 & 1/23/17-1/31/17 232, % $7.18 $6, Pandora - Santa Clarita 1/1/17-1/16/17 & 1/23/17-1/31/17 447, % $2.28 $2, Facebook/Instagram 1/1/17-1/31/17 326,641 2, % $0.56 $2, Total: 2,801,606 9, % $2.29 $27, FACEBOOK/INSTAGRAM DETAILS Channel Flight Campaign Likes Reach Impressions Clicks CTR Avg. CPC Investment Facebook 1/1/17-1/31/17 Promoted Post - Giveaway 42 23,124 50,768 1, % $0.50 $667 Facebook 1/1/17-1/31/17 Video Views 2 45, ,359 1, % $0.32 $666 Instagram 1/1/17-1/31/17 Video Views - 46, , % $4.56 $667 Total: , ,641 2, % $0.56 $2,000 VIDEO DETAILS Channel Flight Impressions Clicks CTR Views CPV Views to 25% Views to 50% Views to 75% Views to 100% Facebook 1/1/17-1/31/17 172,359 1, % 41,442 $ % 37.60% 24.83% 17.23% Instagram 1/1/17-1/31/17 103, % 23,895 $ % 32.56% 19.57% 12.53% YouTube 1/1/17-1/31/17 136, % 34,754 $ % 43.86% 30.37% 25.32% Pandora - Santa Barbara 1/1/17-1/16/17 & 1/23/17-1/31/17 46, % 46,395 $ % Pandora - Santa Clarita 1/1/17-1/16/17 & 1/23/17-1/31/17 44, % 44,687 $ % Sojern 1/1/17-1/31/17 289,495 2, % 249,028 $ % 82.85% 79.44% 76.62% Total: 792,885 4, % 440,201 $ % 49.22% 38.55% 54.35% GOOGLE DETAILS Channel Flight Campaign Impressions Clicks CTR Avg. CPC Investment Google 1/1/17-1/31/17 20, % $4.16 $3,912 Google 1/1/17-1/31/17 Remarketing 392, % $2.65 $1,812 Total: 412,372 1, % $3.53 $5,723

11 Campaign January 2017 Online Report cc.media GOOGLE Keyword Search Term weekends getaways weekend getaways Top 20 Performing Keywords by Clicks Impressions Clicks weekend getaways near me weekend getaways near me +weekends +getaways weekend getaways in california weekend getaway weekend getaways +weekend +getaways on a budget cheap weekend getaways in california +weekends +getaways weekend getaways california a +weekend +getaway romantic weekend getaways CTR Avg. CPC Investment % $3.13 $ % 7.60% 6.03% 6.84% 5.48% 14.81% $3.23 $4.81 $3.41 $5.98 $3.66 $3.58 $80.82 $96.27 $47.69 $47.87 $29.24 $28.64 weekend getaway santa maria the best +weekend +getaways +week +end +getaway +weekend trips for couples weekend getaway santa maria weekend getaways valentine day weekend getaways places to go for anniversary weekend % 15.91% 6.36% 12.77% 23.08% $3.69 $1.61 $4.41 $4.86 $4.08 $29.55 $11.26 $30.89 $29.17 $ weekends +getaways +getaway this +weekend +week +end +getaway +week +end +getaway +weekend +getaways for +cheap +get +away for the +weekend weekend getaways for couples weekend getaways california romantic weekend getaway packages romantic weekend getaways cheap weekend getaways weekend getaway ideas % 16.67% 12.20% 10.64% 8.20% 18.18% $3.65 $5.35 $4.08 $2.63 $3.79 $2.52 $21.89 $26.73 $20.38 $13.16 $18.97 $ day +weekend +getaways 4 day +weekend +getaways fun weekend getaways for couples weekend getaways for couples % 6.25% $3.90 $2.10 $15.58 $ Display 3

12 cc.media Campaign January 2017 Online Report 2/2/17

13 Google Performance Analysis January 2017

14 Key Performance Metrics Impr 548,807 Clicks 1,612 Cost $6,606 Avg CPC $4.10 CTR 0.29% Avg Pos 1 Top Campaigns by Clicks Campaign Impr Clicks Cost Avg CPC CTR Avg Pos 20, $3, $ % 1.2 Remarketing 392, $1, $ % 1 - Video 136, $2, $ % 1 Performance Comparison Title Impr Clicks Cost Avg CPC CTR Avg Pos December ,902 1,057 $4, $ % 1 January ,807 1,612 $6, $ % 1 Difference 323, % % $1, % $ % 0.18% 38% 0 0% 2 / 6

15 Top Text Ads by Clicks Ad Campaign Ad Group Impr Clicks Cost Avg CPC CTR Avg Pos Weekend Getaway - Central Coast Best Kept Secret santamariavalley.com/ --/ -- Tour Our Vineyards, Enjoy a Round of Golf or Just Relax and Unwind. Book Now! Weekend Vacation - Central Coast Best Kept Secret santamariavalley.com/ --/ -- Tour Our Museums, Enjoy a Round of Golf or Just Relax and Unwind. Book Now! Weekend Getaway - Central Coast Best Kept Secret santamariavalley.com/ --/ -- Tour Our Vineyards, Enjoy a Round of Golf or Just Relax and Unwind. Book Now! Fun Things to See & Do in The - santamariavalley.com/ --/ -- Explore Our Vineyards, Enjoy a Round of Golf or Tour our Historic Museums. Weekend Getaway - Central Coast Best Kept Secret santamariavalley.com/ --/ -- Tour Our Vineyards, Enjoy a Round of Golf or Just Relax and Unwind. Book Now! Getaway BMM Weekend Vacation BMM Getaway Exact 12, $2, $ % 1.3 3, $ $ % 1.2 2, $ $ % BMM $2.90 $ % 1.3 Vacation Near Me BMM $70.53 $ % / 6

16 Top Keywords by Clicks - Search Keyword Campaign Ad Group Impr Clicks Cost Avg CPC CTR Avg Pos +weekends +getaways +week +end +getaway [weekends getaways] +weekend +trips 4 day +weekend +getaways +get +away for the +weekend a +weekend +getaway +get +away this +weekend +weekend +trip [weekend getaways near me] [weekend getaway] +getaway this +weekend +weekend trips for couples the best +weekend +getaways +staycation Getaway BMM 2, $ $ % 1.2 Getaway BMM 1, $ $ % 1.2 Getaway Exact $ $ % 1.2 Getaway BMM 1, $ $ % 1.3 Getaway BMM $ $ % 1.3 Getaway BMM $ $ % 1.3 Getaway BMM $ $ % 1.3 Getaway BMM $ $ % 1.2 Weekend Vacation BMM 1, $ $ % 1.3 Getaway Exact $80.82 $ % 1.2 Getaway Exact $78.85 $ % 1.4 Getaway BMM $85.89 $ % 1.4 Getaway BMM $59.60 $ % 1.2 Getaway BMM $56.44 $ % 1.2 Weekend Vacation BMM $62.38 $ % / 6

17 Geo Distribution of Cost , , Map data 2017 Google, INEGI Region City Impr Clicks Cost Avg CPC CTR Avg Pos California Los Angeles 91, , California San Francisco 10, California San Jose 17, California Bakersfield 25, California Fresno 9, California Long Beach 3, California Palmdale 21, California Ontario 1, California San Diego 5, California Riverside 4, California Irvine 3, California Santa Ana 4, California Anaheim 3, California Santa Clarita 10, California San Luis Obispo 14, / 6

18 Cost by Device and Network Cost Cost 11.5% 33.9% Computers Mobile devices with full browsers Other Tablets with full browsers 29.2% 23.4% Display Network Google Search Search Partners YouTube Videos 54.4% 44.9% Tra c by Device and Network Impressions 12.6% 40.3% Computers Mobile devices with full browsers Tablets with full browsers Other Impressions 3.3% 23.4% Display Network Google Search Search Partners YouTube Videos 47% 72.9% Clicks Clicks 11.8% 26.6% Computers Mobile devices with full browsers Tablets with full browsers Other 14.2% 39.1% Display Network Google Search Search Partners YouTube Videos 61.5% 42.9% 6 / 6

19 T MD & Financial Report DECEMBER 2016

20 DECEMBER 2016: ADR & REVPAR YEAR-OVER-YEAR 130 RevPAR 2016 RevPAR SB County+ California SLO County South SLO+ SLO County North Santa Barbara+ + DECEMBER ADR DECEMBER OCC DECEMBER REVPAR $ % $43.27 vs. $84.59 in December 2015 vs. 52.2% in December 2015 vs. $44.18 in December 2015 YEAR-OVER-YEAR ADR % CHANGE YEAR-OVER-YEAR OCC % CHANGE YEAR-OVER-YEAR REVPAR CHANGE 1% 3.1% 2.1% $84.59 in 2015 vs. $85.45 in % in 2015 vs. 50.6% in 2016 $44.18 in 2015 vs. $43.27 in 2016 NOVEMBER 2016: CITY REVENUE FROM HOTEL BOOKINGS $500,000 Monthly Revenue Monthly Revenue $375,000 $250,000 $125,000 January February March April May June July August September October November NOVEMBER 2016 REVENUE YEAR-OVER-OVER REVENUE % CHANGE MONTH-OVER-MONTH REVENUE CHANGE $200, % 2.10% vs. $196,452. in 2015 $196,452 in 2015 vs. $200,757 in 2016 $251,231 in Oct. vs. $200,757 in Nov.

21 DECEMBER 2016: ADR & REVPAR MONTH-OVER-MONTH 160 RevPAR Dec. RevPAR Nov SB County+ California SLO County South SLO+ SLO County North Santa Barbara+ + DECEMBER ADR DECEMBER OCC DECEMBER REVPAR $ % $43.27 vs. $89.95 in November 2016 vs. 57.9% in November 2016 vs. $52.04 in November 2016 MONTH-OVER-MONTH ADR % CHANGE MONTH-OVER-MONTH OCC % CHANGE MONTH-OVER-MONTH REVPAR CHANGE 5% 13% 17% $89.95 in Nov. vs. $85.45 in Dec. 57.9% in Nov. vs. 50.6% in Dec. $52.04 in Nov. vs. $43.27 in Dec.