2023-2024 Annual Report

OVERALL TRAFFIC

Web Paid Media Statistics

OVERVIEW 2023–2024

SESSIONS 1,122,379

VIEWS 1,415,866

PERFORMANCE

WEBSITE This fiscal year, we recorded a total of 1,122,379 sessions, marking a 32% increase from the previous year’s 848,668 sessions and significantly surpass ing our goal of a 10% web traffic increase. Total users also rose by 32%, new users by 30% and total events by 31%. These metrics indicate that we are successfully driving more users to the site and encouraging them to take the desired actions once they visit. GOOGLE SEARCH ADS The total media spend increased by 24% compared to last year. The campaigns delivered 2,655,354 impressions (a 26% increase) and 327,854 clicks (a 24% increase). The average click-through rate (CTR) for Google search ads was 12.35%, which is a 2% decrease from last year but remains significantly above the industry average of 4.68%. Users visiting the website from a paid search ad spent an average of 1 minute 3 seconds on the site, indicating that this channel delivers quality traffic. The top-performing keyword was “places to visit in NC,” demonstrat ing that we are successfully positioning Cabarrus County as a prominent destination in the state. GOOGLE DISPLAY/RETARGETING ADS Display and retargeting ads delivered 7,765,304 impressions and 71,183 clicks. Our retargeting CTR stood at 0.70% a 240% YoY and our summer display campaign CTR stood at 2.46% In June, we moved the display campaigns from StackAdapt to Google to run a test to see if we could improve time on site from display ads. The average time on site from users visiting from a Google display ad was 1 minute 43 seconds, which was much higher than what we saw with the programmatic display ads. We will continue to test and optimize for time on site from the display ads moving in to next year.

ORGANIC SEARCH Organic search saw a 120% increase in sessions this year compared to last year. We significantly exceeded our goal of a 10% in crease YoY. Users visiting the site from organic search spent 2 minutes 8 seconds on the site, making organic search the channel that produced the highest quality traffic. PAID SOCIAL Facebook and Instagram ads delivered 39,809,887 impressions and 510,930 clicks. CTR stood at 1.28%, well above the platform average of 0.9%. The top three campaigns were Kannapolis (3.7% CTR), Summer (3.27% CTR) and the Brand campaign (1.78 % CTR). The lead generation ads resulted in 1,282 new email subscribers. PROGRAMMATIC DISPLAY C/A ran programmatic display throughout the fiscal year. The ads delivered 62,076,569 impressions and 520,240 clicks. The ads had an average CTR of 0.84%, which is well above the industry aver age CTR of 0.18%. This indicates that through our targeting and ad messaging, we are resonating with users and compelling them to click at a higher rate. We will continue to test programmatic display next year and optimize for website engagement. PROGRAMMATIC AND CONNECTED TV C/A ran programmatic CTV ads throughout the fiscal year. The ads delivered 2,129,568 impressions and 2,109,297 video completions. Our video comple tion rate was over 98%, which is above the industry average completion rate of 86.62% TIKTOK TikTok delivered 7,706,288 impressions and 60,250 clicks. The ads had an average CTC of 0.78% and a CPC of $0.75.

32% Previous Year PAGE VIEWS PER SESSIONS 1.26

26% Previous Year

AVG ENGAGEMENT TIME PER 00:00:55

-5% Previous Year

-20% Previous Year

BOUNCE RATE 72.10%

TOTAL USERS 994,108

7% Previous Year

32% Previous Year

Bounce Rate – the percentage of website visitors who navigate away from the site after viewing only one page. We want this percentage to decrease, not increase. Cost per Click (CPC) – the average cost for a user to click on our digital advertisement to navigate to the website. We want this average to be lower, not higher over time to get the most value out of our ad investment. explore cabarrus.com

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