VISIT ST. PETE/CLEARWATER MONTHLY WEBSITE REPORTING October 2019
GOOGLE ANALYTICS
TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT
Performance (YOY)
o Total Visits: 349,935 26.27%
o Total Unique Visitors: 266,922 10.06%
o Total Page Views: 691,279 20.39%
o Overall Bounce Rate: 54.63% 7.19%
o Time on Site: 105.32 0.86%
TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT
Performance: Last 12 months
November 1, 2018 through October 31, 2019
o Total Traffic/Sessions: 4,886,401 1.4%
o Unique Visitors: 3,329,496 10.48%
o Page Views: 9,736,421 7.5%
o Guide Orders: 685 21.89%
o Guide Views: 1,228 1.13%
o Deal Views: 95 66.67%
o Newsletter Sign Up: 95 20.83%
o TripAdvisor Button Clicks: 103 22.62%
SITS
Performance YOY
SITSTrip PlannerOverall Trip Planner usage Year over Year is down 9.40% overall.
o Add to Planner: 1,817 29.60%
o Clicked Toggle Button: 3,856 17.11%
o Star Click: 35 6.06%
o Shared Planner: 198 56.58%
➢ Email: 120 33.33%
➢ Facebook: 46 39.39%
➢ Pinterest: 19 91.85%
➢ Twitter: 13 30%
ORGANIC TRAFFIC
SummaryOctober saw a 47% decrease in Organic Search Traffic looking year-over-year.
The top 10 organic landing pages for October were:
● /event-guide/halloween-events● /event-guide/events-this-week● /article/beach-for-every-mood● /event/enchant-christmas/9891● /current-beach-conditions● /events● /event/upper-tampa-bay-oktoberfest/6097● /list/holiday-events● /● /event-guide/fall-events-and-festivals
ORGANIC TRAFFIC
Due to red tide last year, the current beach conditions page had over 125k organic sessions in October 2018.
9
EMAIL PERFORMANCE
VSPC October 2019 ENEWS STATSEmail Subject: FOMO? Here's What You're Missing in St. Pete/Clearwater!Featured Partner: TradeWinds Island Resorts
Send Date 10/29/2019
Total Delivered 316,046
Confirmed Opens 20,875
Open Rate 6.72%
Total Unique Clicks 2,659
Total Click Thru Rate 0.856%
Featured Clicks 373
Opt-Outs 709
VSPC October 2019 ENEWS STATSEmail Subject: FOMO? Here's What You're Missing in St. Pete/Clearwater!Sponsored Content: Sirata Beach Resort
Send Date 10/29/2019
Total Delivered 316,046
Confirmed Opens 20,875
Open Rate 6.72%
Total Unique Clicks 2,659
Total Click Thru Rate 0.856%
Sponsored Clicks 187
Opt-Outs 709
ActOn Database Sign-upsOctober Growth
o Total Sign-ups: 2,137 N/A
o Fly-In Sign-ups: 539 N/A
o Giveaway Sign-ups: 1,323 24.86%
o Webform Sign-ups: 275 47.27%
Giveaway Sign-upsGiveaways ending in October
Giveaway Name Dates Entries Email Signups
Clearwater Jazz Holiday 9/25/19 - 10/10/19 567 168
Win VIP Tickets to Zac Brown Band
10/10/19 - 10/15/19 448 355
Kick It in St. Pete/Clearwater
5/17/19 - 10/15/19 446 352
My Sunset Getaway (digital & activation)
5/23/19 - 10/31/19 3,452 448
EXECUTIVE SUMMARY
The monthly Chartio report is available here. NOTE: Data reflects Year-over-Year comparison.
● Compared to last year, Total Sessions were down 26% to 349,935, primarily due to the significant traffic leading to the “Current Beach Conditions” page.
● The top traffic driving mediums this month were: Organic Traffic (down 47%), CPC Traffic (up 92%) and Referral Traffic (down 51%)
● Regarding Pageviews and Visitor Behavior, Pageviews were down 20%, Bounce Rate improved by 4% and the Top Viewed pages were: things-to-do/Beaches (up 84%), things-to-do/Events-Festivals (up 35%) and Homepage (down 13%).
● SITs were generally up across all boards except for eNews Sign Ups (down 21%). Guide Orders were up 22%, Deal Views up 67% and TripAdvisor Clicks up 23%.
TAKEAWAYS / NEXT STEPS
Although Referrals were down, we noticed a significant spike on VSPC last year - 6k people looked at the site on Oct. 10, 2018, which was during Hurricane Michael. So we can connect this with people searching for relief, possibly alternate places to stay, etc.
We’ve spoken at length about the decrease in Total Sessions linking to the “Current Beach Conditions” page. The same can be said for the decline in Organic Traffic. With the page live, next step is to add to site footer. Also suggest promoting the page on the Homepage, within the mega menus, and on all relevant Beach pages like Beaches, Beaches of Orlando & A Beach for Every Mood.
Since the Communities page had come up in recent conversation, we’ve provided initial recommendation for page refresh:
● Update the Top Level Communities page copy with information about different art districts● Mention the different art districts in the St. Pete Communities page● Change Matrix title on Top Level Communities page to: “Find Things to Do By Area” or “More Communities in St.
Pete/Clearwater”● Add in Community videos as they are approved
OCTOBER REPORTING HIGHLIGHTS
Visit St. Pete/Clearwater FY20 Digital Media
OCTOBER MEDIA SCHEDULE
• Overall impression volume was up MoM again, with Fall push in full swing and new partners (Omnivirt, Afar, and Trip Scout) launching
• Continued to run mix of creative, including Fall Color
Format Partner 9/29 10/6 10/13 10/20 10/27
CTV Video Hulu
CTV Video Centro
Audio, Video Pandora
Display, Video MIQ
Display Conversant
Display Omnivirt
Display Madden
Display Afar
Display Lonely Planet
Custom Display/Video
JunGroup
Display Trip Advisor
Social Trip Scout
Display Sojern
SEMGoogle Adwords
/ Bing
Video YouTube
Social Facebook
2019October
OCTOBER DISPLAY MEDIA HIGHLIGHTS
OVERALL• Campaign generated 15M impressions and 45K clicks, for an overall CPC of $4.69• Drive and Fly markets performed equally on primary KPIs (C/PV for display and VCR for video), while Drive performed stronger on deeper
site metrics (engagement and SITs)• Overall viewability was 69%, slightly down MoM but still exceeding overall goal of 63%
DISPLAY• Pandora drove highest volume of impressions• Top performers against KPI remained consistent (Jun Group, MiQ, and Sojern)• Afar was the lowest performing banner placement, with a $74.61 C/PV, likely due to high CPMs and low conversion rate
VIDEO• Campaign delivered over 1.7M completed video views, with overall 85% VCR• CTV placements drove highest volume and quality of videos – average 97% VCR• Pandora VCR increased significantly MoM (increased to 71% from 35%), likely due to swap towards 100% :15 spots• Sojern launched video for the first time, initial results are soft with lower than average VCR (~45%)
OMNIVIRT OCTOBER HIGHLIGHTS
• Omnivirt 360 Ads are showing very high CTR vs. 2D ad control group (overall 1.3% CTR vs. 0.13% CTR) –a 10X uplift!
• 3D Ads are showing a smaller uplift (1.27 – 1.37X)
HULU – FALL SUMMARY
• 9/9-10/31 flight dates
• $41,428.56 net spend
• 1,194,183 delivered video completions
• Included 79,913 AV video completions – a $2,971.17 value
CENTRO CTV – FALL SUMMARY
Top Performing Audiences
Delivery HighlightsTop Performing Channels & Devices
PANDORA – FALL SUMMARY
A U D I O X PC A M P A I G N D A T A
▶ IMPRESSIONS2,250,000
▶ CLICKS1,706
▶ REACH558,665
• Great overall reach• Average weekly frequency was 1.51x
• Lower than the recommended frequency of 2.5-3.5x
• Recommend adjustments for Spring campaign to increase average frequency
S O N G W R I T E R S F E S T I V A L
▶ IMPRESSIONS277,778
▶ CLICKS354
▶ REACH72,035
PANDORA – FALL SUMMARY
M O B I L E V I D E O P L U SC A M P A I G N D A T A
▶ VIEWS185,536
▶ COMPLETION RATE81.62%
▶ CLICKS533
▶ REACH146,129
• Extremely successful compared to Pandora benchmarks
• Completion rate dramatically improved after implementing :15s spot
OCTOBER SEM HIGHLIGHTS
SEM• 1.8M+ impressions and 79K clicks
(up 107% YoY) from 63K spend (up just 20% YoY)
• 26.5K+ conversions (up 89% YoY)
• 145K+ views on YouTube• $0.08 CPV
OCTOBER SOCIAL HIGHLIGHTS
SOCIAL• 2.9M+ impressions• 120K+ clicks from• 4.04% CTR (up from 2.95%)• $0.14 CPC (down from $0.18)
MONTHLY SOCIAL MEDIA REPORTOctober
2019
A world of Christmas wonder awaits! Enchant Christmas St. Petersburg is coming to Tropicana Field, Nov 22 - Dec 29 and tickets are on sale now!
>> Top Post
4.1K
$17,099 117,122 2,953,115 3.97% $5.79 $0.15
314K
2.8K
226,063
Engagement
Total Impressions
Likes
Spend Clicks Impressions Click through rate Cost per 1k Cost per click
Shares
Views
4,748,835
263,991 Page Likes
PERFORMANCE SUMMARY
ADS TOTALS
VIDEO PERFORMANCE
Engagement
>>
To
p P
ost
s
Posts Saves
Storiessent
StoryImpressions
Avg. Reach per Story
46,451Followers
NewFollowers
35,949
49
24.6% 29.2% 3.4%
58,947 1,023
506
2,117 1,739
2,032
34 38
3131
3,222
#LiveAmplified Monthly Social Media Report – Month Year
Increase from previous month Decrease from previous month No change from previous month
#1 #2
#3
YouTube
Views Likes
Minutes watched
Get Inspired at the 2019 SHINE Mural Festival!
Subscribers New
Total Views>> T
op V
ideo
321,982 290
257,172
139,611
17,610 92
>> T
op
Tw
eet
Our Competition
96,048 367
18,828
Visit Tampa Bay Visit Orlando
439,968
6
699 3,424
Engagement
Engagement Engagement
Followers Followers124,483 143,411
1,978 3,622
252 381
Tweets per day
Total impressions
Followers New Followers
97
17
770
Retweets
Comments
Likes
Re-tweets earned
Re-tweets earned Re-tweets earned
Favorites earned
TwitterFull house again here at The Trop! Let’s go, @RaysBaseball! #StayHungry #RaysUp
#LiveAmplified Monthly Social Media Report – October 2019
Increase from previous month Decrease from previous month No change from previous month