Source: Google Analytics

Transcription

Visit South Walton
!
Multi-Channel Analytics Report
March 2015
1
CONSUMER SITE PERFORMANCE
©2013 Zehnder Communications, Inc.
2
OVERALL HEALTH
Stick Rate is defined as the percent of visits that last more than one page. VSW’s March stick rate of 40% is slightly lower than the industry
average of 55%, and is most likely lower due to the current online media campaigns. The industry standard for time spent on site was around
5:35, which is higher than the average 1:50 minutes that VSW visitors spent on the site in March. VSW site visitors viewed between 2-3 pages
during their time on the site in March, which isn’t far behind the industry average of 4.16. These engagement metrics were almost identical to
last month’s. [Source: Adobe Digital Index 2014]
100%
7:00
4.5
75%
5:15
3.4
50%
3:30
2.3
4.16
5:35
25%
55%
40%
1:45
1.1
2.71
1:50
0.0
0%
Stick Rate
Minutes per Visit
Pages per Visit
(MIN:SEC)
Tourism Industry Average
Visit South Walton - March 2015
3
Source: Google Analytics + Adobe Digital Index 2014
OVERALL STATS
67,696
This month, the growth of monthly Unique Visitor YoY grew by 8%, from 41% to 49%. Visitation was highest this month compared to any prior month.
Pageviews also continued to increase with a 40% growth difference compared to last year’s average amount of monthly pageviews. Despite that increases in
visitation, bounce rate continues to increase, but seems to follow a trend compared to last year. Last year however, more pages were viewed per session
starting in January, but it appears as if that is not the case this year with a 5% decrease in monthly average of pages viewed per session.
71,896
86,557
88,965
87,882
101,491
69,685
51,905
60,629
89,789
100,996
127,988
MONTHLY AVERAGES:
UNIQUE VISITORS
56,298 vs. 83,790
↑ 49%
257,068
53.8%
3.2
APR
295,689
362,173
384,601
356,923
341,166
285,314
228,240
263,586
302,525
48.0%
3.5
3.5
46.3%
3.6
52.4%
44.4%
50.4%
48.7%
JUNE
JULY
AUG
SEPT
April 2013 - March 2014
OCT
NOV
57.1%
59.5%
3.7
2.8
MAY
229,658 vs. 321,171
↑ 40%
60.7%
3.8
3.6
3.5
PAGEVIEWS
BOUNCE RATE
63.5%
48.3%
352,526
424,239
DEC
April 2014- March 2015
2.7
2.8
2.7
JAN
FEB
MAR
46.4% vs. 52.8%
↑ 14%
PAGES PER VISIT
3.46
vs. 3.27
↑
5%
4
TRAFFIC SOURCES
Compared to last month as well as last year, there has been a significant increase in the share of organic search traffic. In particular, there
was a 70% increase in keywords containing “santa rosa” in addition to 140% growth of keywords containing “florida” (especially “florida
gulf beaches”). YoY there has been a decrease in share of referrals, but compared to last month there was actually an increase in referral
share. This is mostly due to Facebook traffic related to posts about a vacation package offered by Cottage Rental Agency.
MARCH 2014
REFERRALS
9%
REFERRALS
DIRECT
46%
DIRECT
6% 15%
15%
SEARCH
CAMPAIGNS
MARCH 2015
29%
CAMPAIGNS
44%
SEARCH
35%
5
The most engaged visitors in March 2015 came from Organic Searches, Direct, Email, Referrals, Social and Paid Search. Social, which has historically been a midlevel performing traffic source, was highly engaged this month and the most engaged visitors began their journeys on the site either on the Home or the Blue
Mountain page. The mid-level performer this month came from Amazon Kindle devices. On these devices, the wake screen ad appears once the user turns on their
Kindle. Users can either select the call to action button “Find Your Perfect Beach” which sent visitors to the “What Makes Your Perfect Beach” page, or users can
swipe to open their Kindle device home screen. These visitors had an average duration of nearly 2 minutes and 2-3 pages viewed during sessions. The least
engaged visitors came from Video and Display - they had bounce rates exceeding 80%, low pages viewed of 1-2 and less than 30 second visit durations.
VISITOR BEHAVIOR
Visits
Bounce Rate
Organic Search
55,598
Display
6,422
Social
5,455
Amazon Kindle
4,325
Referral
3,210
0
0:27
1.10
16%
1:53
2.29
2:35
46%
3.50
44%
3.60
0%
100%
59.5%
2:25
3.37
62%
60,000
2:40
3.60
24%
30,000
2:09
2.88
93%
862
2:58
0:22
1.26
42%
21,394
Email
Average Duration
3.98
87%
23,967
Video
Paid Search
45%
35,477
Direct
Pages per Visit
0.00
2:45
5.00
2.71
4:00
1:50
6
BANNER PERFORMANCE
This graph compares the creative and sizes used for banner ad and how they performed against each other according to amount of sessions
and the engagement of banner driven traffic. The x-axis represents the amount of pages visitors viewed, the y-axis represents average duration,
and the size of the mark denotes the amount of sessions the ad brought to the site. The color of the mark represents the creative used in the
banner and the shape represents the size of the banner.
BANNER ANALYSIS
!
• The most visits (and some of the most
engagement) came from visitors who clicked
on a banner for VSW Signature Events. This
month, banners promoted the Sandestin Wine
Festival and South Walton Beaches Wine &
Food Festival.
!
• Engagement per creative was somewhat varied
this month, but size indicates a trend in relation
to engagement of visitors. The most engaged
banner visitors came from clicking on a
300x250 (circle) banner, as well as 160x600 (x)
and 728x90 (triangle). Those visitors looked at
about 1.5 pages during visits. The least and
lowest volume of visitors continue to come
from 320x50 banners (which are the mobile
banners).
BANNER DRIVEN VISITOR BEHAVIOR
DURATION (Y) + PAGES PER VISIT (X) + SESSIONS (SIZE)
7
GEOGRAPHY
These are the top cities and metros contributing the most visits to the site. Like last month, Severn, MD and Baltimore metro area
appeared as top geographic locations due to video campaigns running at BWI Airport through Boingo. There also seemed to be an
increased presence from Texas locations such as Dallas and Houston.
TOP 10 CITIES
CITY
Severn, MD
VISITS
14,009
TOP 10 METROS
METRO
VISITS
Baltimore, MD
15,304
Dallas, TX
6,639
Atlanta, GA
11,358
Houston, TX
6,611
Dallas-Ft. Worth, TX
10,480
3,842
Houston, TX
8,280
Nashville, TN
6,244
Chicago, IL
6,008
New York, NY
4,358
Panama City, FL
3,742
3,717
3,656
Nashville, TN
Atlanta, GA
3,795
Chicago, IL
3,568
New York, NY
1,833
New Orleans, LA
1,735
Destin, FL
1,284
Mobile AL-Pensacola (Ft.
Walton Beach), FL
Memphis, TN
1,119
Washington DC
TOP CITIES
8
RECOMMENDATION
Goal: Continue to make positive strides to increase engagement
metrics (pages per visit and time spent on site) to more closely meet
industry averages.
!
Strategy: Optimize paid media, especially mobile banners, for
increased user engagement.
!
Tactics:
‣ Continue to provide support for new website content and SEO.
‣ Optimize media based on creative execution, size and engagement level.
9
CONTENT ARTICLES
Content articles are a key component of the content marketing strategy for VSW. Like last month, the majority of visits to
these articles found the articles as entrances mostly from the enewsletter. The leisure newsletter is now including links to
multiple articles, which has resulted in a more even distribution of visits across all the Tips & Trips for the month.
How visitors arrived at these content
pages:
New Entrances
Home Page
Other Pages
Tips & Trips Page
450
78
360
102
270
58
180
90
0
204
13
19
52
13
40
South Walton Love Stories
Total = 72
52
Sneak Peek: Upcoming Wine Festivals
Total = 442
Outdoor Enthusiasts’ Favorite Activities
Total =117
1
44
24
25
Geocache Your Way through South Walton
Total = 94
10
RECOMMENDATION
Goal: Continue to increase engagement metrics (pages per visit and time
spent on site) to stay in line with industry averages and encourage further
exploration.
!
Strategy: Create content that garners high traffic and high engagement
!
Tactics:
‣ Continue to utilize content analysis to identify top performing strategies and capitalize on this
knowledge in Beach Momma moving forward.
‣ Continue to drive traffic to content through successful vehicles such as email and social.
‣ Continue to diversify enewsletter content and link to multiple articles within site to showcase
all monthly content.
11
Both enewsletters were successful at driving higher than average open rates, as well as average or better than average click through rates. This month both
newsletters had consistently high open and click thru rates and Leisure CTR was particularly above average (16.9% vs. 14.3%). The link that most Leisure
email visitors clicked to reach the site was the Cottage Rental Agency sweepstakes (66%). 13% clicked on the link about the upcoming wine festivals and
10% clicked to find out more about events.
ENEWSLETTER
LEISURE ENEWSLETTER
SWEEPSTAKES ENEWSLETTER
“Romance, Adventure & Treasure: Why We Love South
Walton”
!
“4-Night Stay in a Cozy Seaside, FL Cottage”
!
SITE VISITS = 4,148
40%
40%
30%
30%
20%
10%
SITE VISITS = 1,396
20%
37.6% 36.7%
10%
16.8%
10.9%
9.9%
7.7%
0%
16.8%
14.3%
16.9%
7.7% 7.6% 8.4%
0%
Click Through Rate
Open Rate
Click Through Rate
Industry Tourism Average
Previous Monthly Average
March 2015 Performance
Open Rate
12+ Source: Google Analytics + Distribion
support2.constantcontact.com/articles/FAQ/2499
RECOMMENDATION
Goal: Surpass industry averages for email marketing open and click
through rates across all types of newsletters.
!
Strategy: Make content in emails useful, influential and reliable to drive
user engagement.
!
Tactics:
‣ Continue to analyze subject line testing to identify top performing subject line such as
call-to-action, urgency and to pinpoint effective open rates and engagement.
‣ Continue to insert additional hyperlinks to emails for increased conversion .
‣ Continued inclusion of links to multiple Tips & Trips articles in newsletters.
13
MOBILE APP & SITE BEHAVIOR
14
MOBILE APP USERS
1,400
1,120
This bar graph represents the total amount of monthly active users (the value on top of the bar) and how many of those users
were new and how many were returning. New users are represented by the orange bars and returning users are represented by
the blue bars. From June 2013 - March 2015, there have been 6,332 total users who have downloaded the app.
6,332
1,245
TOTAL DOWNLOADS
New App Users
Returning App Users
1,187
822
966
840
743
634
560
436
718
285
794
467
377
540
256
293
280
341
0
746
3/14
425
355
485
4/14
530
5/14
499
6/14
469
7/14
595
417
8/14
9/14
114
452
10/14
337
123
317
11/14
406
569
211
313
305
256
2/15
3/15
202
214
204
12/14
1/15
MOBILE APP ENGAGEMENT
Compared to the previous 6 months, visitors had fewer crashes per day in March 2015, except for a spike on 3/28
when 61 crashes of the app occurred. Visitors did spent less time on average on the app this month, however they
looked at more content with an average screens per visits of 4.4.
10
8
3:00
5.00
2:30
4.00
2:00
6
1:30
4
3.00
2:40
7.9
2:14
1:00
2
2.9
4.44
2.00
2.77
1.00
0:30
0.00
0
Average Daily Crashes
Screens per Visit
Minutes per Visit
(MIN:SEC)
6 Month Average
March 2015
September 2014 - February 2015
RECOMMENDATION
Goal: Meet industry averages for mobile app performance.
!
Strategy: Keep app content and functionality in line with best
practices and operating systems.
!
Tactics:
‣ Recommend updating app to be compliant with iOS 8, to ensure all elements
function optimally.
‣ At the same time, this would present the opportunity to update the app with the
new Sun Wave branding.
17
SOCIAL PERFORMANCE
18
SOCIAL OVERVIEW
The following metrics provide a snapshot of VSW social media presence and performance in the month of March 2015. The
percentage value located under each box is an indication of how much each metric changed from the previous month. All
channels experienced similar audience growth in comparison to last month, with Instagram having the highest increase in
follower growth. YouTube continued having explosive growth in Total Video Views with an increase of 34% which represents
over 250,000 new views this month.
TOTAL LIKES
TOTAL FOLLOWERS
TOTAL FOLLOWERS
TOTAL FOLLOWERS
TOTAL
VIEWS
151,406
9,424
3,414
1,386
989,996
+4%
+3%
+7%
+3%
+34%
19
Source: Cyfe + Facebook + Twitter + Instagram + Pinterest + YouTube
FACEBOOK AUDIENCE
This graph represents the total number of monthly likes the page has received over the past year. Since March 2014,
total audience of the VSW Facebook page has grown by over 106k likes.
160,000
128,000
96,000
64,000
32,000
44,857
0
3/14
55,817
4/14
67,605
5/14
77,012
6/14
91,123
7/14
103,956
8/14
113,146
9/14
119,294
124,283
127,546
10/14
11/14
12/14
137,885
1/15
145,416
151,406
2/15
3/15
Page Likes
20
Source: Facebook
FAN ACTIONS
Fan actions are updates from Facebook friends about their engagement with a page and includes activities such as likes, comments,
mentions, and shares. More people engaging with VSW’s content will build a higher awareness of the brand and increase the chances of
one of their friends discovering the Facebook page. Total fan actions for March 2015 were 145% higher than they were last year.
3/31
Post of waves rolling on the
beach reached over 53k users
and engaged over 17k video
views and 3,604 likes,
comments and shares
4,000
3,200
3/14-3/15
Most fan actions were inspired
by a post containing a picture
of Sandestin’s turquoise water
that reached over 22.6k users.
2,400
3/23
Call to action post that
asked users to caption a
photo of Inlet Beach
received over 1,000
comments, likes and shares
and reached 10k users
42,913
TOTAL FAN ACTIONS
MARCH 2015
1,600
17,499
800
TOTAL FAN ACTIONS
MARCH 2014
0
March 2014
March 2015
Source: Facebook
21
Reach is the number of unique people who received impressions from one of VSW’s posts within Facebook. March 2015’s reach of 2.7 million was 189%
higher than last March’s reach of 949,599. Paid reach accounted for 89% of total reach, whereas organic reach accounted for 11% with a total of 311k users
reached (paid reach was 2.7 million). Over half of the reach this month can be attributed to the Emerging Markets and Shoulder Season Reserve campaigns
that promoted the VSW’s YouTube channel and its new videos with website click ads and video view posts. The campaigns successfully engaged over 5.5k
website clicks to the YouTube page and over 183k video views.
REACH
3/31
The majority of reach this day can be
accounted to the SS and EM Reserve Video
Website Click Ads promoting the YouTube
videos. A large portion of reach this day
also came from the video of the waves on
the beach that had the highest organic
reach of all posts this month
420,000
336,000
252,000
3/14
2,742,926
A post about Sandestin’s
beauty reached 22.6k users
and campaigns running to
promote YouTube videos
168,000
TOTAL REACH
MARCH 2015
949,599
84,000
0
TOTAL REACH
MARCH 2014
March 2015
March 2014
Source: Facebook
22
TOP ORGANIC
These were the top organic posts in March 2015 according to each post’s organic reach. The top post according to organic
reach was a video of rolling waves on the beach and it successfully reached over 53k users. The second highest organic reach
post by for a sweepstakes by Cottage Rental Agency and the third was a picture of the turquoise water in Sandestin.
PAGE PERFORMANCE
This metric is an indication of the overall performance of a fan page. The PPI shows how engaged the Facebook fans are,
how high the interaction on the page itself is and how fast it grows. The higher the value, the better it is. This March, the
Visit South Walton page had a Page Performance Index of 30%, which is higher than last month’s average of 22%. During
the month of March, Facebook underwent a follower purge in which many inactive accounts were removed. All of the pages
that had a 7% or less PPI had negative growth during March, which negatively affected overall PPI since it is combination of
growth and engagement. Visit Hilton Head had 1.6% growth, SoWal had 0.6% growth and VSW had 4% growth in followers.
100%
75%
50%
100%
AVERAGE PPI = 22%
70%
25%
30%
0%
7%
7%
7%
6%
5%
5%
4%
4%
March 2015 - Page Performance Index Rate
Visit Hilton Head
Visit Pensacola
30A
Florida's Emerald Coast
SoWal
The Florida Keys & Key West
VISIT FLORIDA
Visit Panama City Beach
Visit South Walton
Amelia Island
Visit Miami
Source: Fan Page Karma
24
TWITTER MENTIONS
This is an analysis of South Walton’s online presence in Twitter, Blogs, News, and Forums. There were 2,505 mentions of South Walton or Visit South
Walton, with most mentions occurring on Twitter. Total reach on Twitter this month was estimated to be 10.5 million and the most retweeted tweet
was made by Emeril Lagassee saying that he was visiting South Walton on his Cooking Channel show that afternoon. Twitter visits to the site were also
up this month and these visitors were driven to the Sweepstakes page and an article about Alys Beach (Where Art Overlaps with Culture).
Mentions by Channel
Site Visits from Twitter
140
1%
29%
Most Retweeted SW Mention
123
2%
130
125
119
112
68%
137
98
84
90
70
69
56
Twitter
News
Blogs
Forums
28
0
7/14
8/14
9/14
10/14 11/14 12/14
1/15
2/15
3/15
Visits from Twitter
25
Source: Sysomos + Twitter
RECOMMENDATION
Goal: Increase overall growth and engagement across all social
channels in order to influence consumers in the planning/booking
phase of the travel cycle.
!
Strategy: Optimize both paid efforts and organic messaging.
!
Tactics:
‣ Continue more regular promoted posts to address Facebook’s shifting
algorithms that favor a combination of paid and organic posts.
‣
‣
Increase landscape (sunset, beach, etc.) photos and live videos in posts.
While maintaining focus on growth, focus efforts heavily on engagement to influence
consumer decisions.
26
MEDIA PERFORMANCE
27
SEM RECAP
These are the average monthly click thru rates for VSW’s overall search campaign. The top performing campaigns for this month were:
Family Vacations (3.99%), 16 Beaches (3.53%), and South Walton Destinations (3.15%). Overall average CTR was 3.28%, which
exceeded the goal of 2.50%.
5.0%
4.2%
3.3%
CTR GOAL = 2.5%
2.5%
1.7%
0.8%
0.0%
2.01%
2.23%
3/14
4/14
2.89%
3.07%
5/14
6/14
3.62%
7/14
4.07%
3.95%
3.24%
8/14
9/14
10/14
3.13%
2.97%
11/14
12/14
3.44%
1/15
3.85%
2/15
3.28%
3/15
Average Monthly Click Thru Rate (CTR)
28
Source: Google AdWords + Bing + Yahoo + Ask + Other Search Partners
CO-OP WINTER ONLINE PERFORMANCE
These are the total impressions and clicks for the following partner sites for the Winter Online Co-Op
Campaign that lasted from January - March 2015. Also included in this table is the aggregation of outbound
clicks to each partner site during the three month span. All participating partners made over 5.9 million
impressions, had an average of 5,085 clicks, and all had at least 100 visits made to their website. In total,
partner sites accounted for 12.5% of total downstream traffic from the VSW site.
Impressions
Clicks Sterling Resorts
6,370,881
5,133
Downstream
Traffic
415
The Pearl
6,297,661
5,135
461
Beach Rentals of SW
6,273,703
5,092
108
Sandestin G&BR
6,253,700
5,324
541
Hilton Sandestin BGR&S
Southern Vacation
Rentals
Dale E Peterson
Wyndam Vacation
Rentals
Dune Allen Realty
6,100,917
5,076
240
5,989,193
5,040
1,969
5,967,796
5,054
714
5,945,594
4,902
1,636
5,931,304
5,013
2,024
45,769
8,108
Partner
TOTAL 55,130,749
Source: Conversant
BRAND WINTER ONLINE PERFORMANCE
These are the total impressions, clicks, and average click thru rate (CTR) for March 2015 brand online media
campaigns: mobile, desktop, and pre-roll video. The best performers based on CTR were the mobile ad promoting
the South Walton Beaches Wine & Food Festival and the desktop placement for Destination Departure 160x600.
Based on completed view rates, the brand TV spot “Get Out and Go" was the best performer for pre-roll videos.
MOBILE
DESKTOP
PRE-ROLL
4,140,256
3,689,777
777,583
CLICKS
28,556
5,523
514
CTR
0.69%
0.15%
0.07%
Industry Mobile CTR Avg = 0.28%
Industry Desktop CTR Avg = 0.07%
IMPRESSIONS
Video Completion Rate = 64.99%
Industry Completion Rate Avg = 40.3%
BEST
PERFORMING
CREATIVE
Source: Conversant & Sizmek Research 2014
SHOULDER SEASON RESERVE VIDEO CAMPAIGNS
Launched on 1/1, this campaign targeted South Walton’s target audience in the Core and Emerging markets. The Shoulder
Season Reserve Video Campaign promotes the Visit South Walton lifestyle video library and the :15/:30 TV brand commercial
spots across various platforms. These videos showcase the lifestyle and cultural elements of South Walton, with a heavy
emphasis on “beyond the beach” activities. In March, this campaign added about 4.7 million impressions which amounts to
over 18 million impressions for the entire campaign.
Facebook Website Clicks
Facebook Video Views
Google Trueview
1,411,265
107,628
20.66%
IMPRESSIONS
VIDEO VIEWS
:30 SEC VIEW RATE
GOAL VARIANCE = -88,735
GOAL VARIANCE =
+96,522
GOAL VARIANCE =
+2.66%
ViRool
Hulu
Southwest In-Flight Commercial
81,478
352,670
297,506
:30 SEC VIEWS
COMPLETED VIDEOS
GOAL VARIANCE = +78
GOAL VARIANCE =
+3,883
IMPRESSIONS
GOAL VARIANCE =
+14,697
Boingo Airport WiFi
xAd
Pandora
17,906
908
21,640
COMPLETED VIDEOS
COMPLETED VIDEOS
GOAL VARIANCE = +7,204
VIDEO VIEWS
GOAL VARIANCE =
+19,553
EMERGING MARKETS
RESERVE VIDEO CAMPAIGNS
Launched on 1/1, this campaign targeted South Walton’s target audience in Houston, Dallas, Nashville, Chicago, St. Louis and
Baltimore/Washington DC. The Emerging Markets Reserve Video Campaign promotes the Visit South Walton lifestyle video
library and the :15/:30 TV brand commercial spots across various platforms. These videos showcase the lifestyle and cultural
elements of South Walton, with a heavy emphasis on “beyond the beach” activities. In March, this campaign added 3 million
impressions which amounts to over 11 million impressions for the entire campaign.
Facebook Website Clicks
Facebook Video Views
Google Trueview
988,572
75,442
20.55%
IMPRESSIONS
VIDEO VIEWS
:30 SEC VIEW RATE
GOAL VARIANCE =
+67,192
GOAL VARIANCE =
+2.55%
ViRool
Hulu
Southwest In-Flight Commercial
22,072
111,272
75,423
:30 SEC VIEWS
COMPLETED VIDEOS
IMPRESSIONS
GOAL VARIANCE = +272
GOAL VARIANCE =
+1,272
GOAL VARIANCE =
+3,615
Boingo Airport WiFi
xAd
Pandora
18,958
1,220
23,151
COMPLETED VIDEOS
COMPLETED VIDEOS
GOAL VARIANCE = +6,522
GOAL VARIANCE = -234
VIDEO VIEWS
GOAL VARIANCE =
+21,044
YOUTUBE
During March, the following videos were promoted through the Shoulder Season and Emerging Markets Reserve video campaigns and
the graph below illustrates new monthly views for each promoted video. In addition, the VSW YouTube page has experienced a surge in
subscribers. Since the end of 2014 more than 640 users have begun following the YouTube channel.
March 2015 - New Video Views
YouTube Subscribers
900
106,164
Kids Imagination Playground
80,915
A Perfect Place to Shop
865
720
734
751
Jan
Feb
540
360
57,067
Beaches & Bicycles
0
44,000
88,000
221
180
0
Dec
Mar
33
Source: YouTube
TOP PROMOTED POSTS
There was one post that was promoted during March 2015 and it was a call to action contest post about the Walton
County Road Race. The post reached over 12.5k users and gained 262 likes, comments, and shares.
86% PAID REACH
34
Source: Facebook
FACEBOOK LIKE
Starting on December 29, 2014, new Visit South Walton Page Likes ads with the new logo were rotated into the Facebook campaign. The
following ad was determined to be the best performing because of overall click-through rates, page likes and costs per page like. These
stats were recorded for March 2015 and are outlined below:
CAMPAIGN #1: TARGET AUDIENCE
‣ Impressions = 130,910
‣ Clicks = 7,839
‣ CTR = 5.99%
‣ Page Likes = 6,379
‣ Cost per Page Like = $0.36
!
!
CAMPAIGN #2: WEBSITE CUSTOM AUDIENCE
‣ Impressions = 65,858
‣ Clicks = 1,262
‣ CTR = 1.92%
‣ Page Likes = 672
‣ Cost per Page Like = $1.15
35
Source: Facebook
RECOMMENDATION
Goal: Maintain traffic levels and media conversions while increasing
engagement metrics (pages per visit and time spent on site) to be in
line with industry averages.
!
Strategy: Continue to optimize media for increased user engagement
and optimal performance metrics.
!
Tactics:
‣ Optimize media based on creative execution, size and engagement level as well as
specialized targeting options for video.
‣ Support content on social channels for optimal reach on these platform.
36

Source: Google Analytics

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