Santa Maria Valley WEBSITE ANALYTICS DASHBOARD - APRIL 2019

Website and Digital Marketing Analytics Summary

Springtime proves to be the sweetest in Santa Maria Valley and our website performance at SantaMariaValley.com is no exception. With an average of 619 sessions per day, Santa Maria Valley ended April with 18,567 total website sessions, up 23% over last year. Of the total monthly sessions, 46% were from organic search. Paid sessions accounted for 30% of website traffic in April. The big news this month is the incredible gains made with conversions. Hotel conversions had a 137% YOY increase overall. Outbound hotel clicks were up 124%, and Hotel Pageviews up 142%. Events and Attractions have solid year-over-year growth, with Outbound event clicks up 44% and outbound attraction clicks up 204%. Behavior metrics also saw nice year-over-year improvement in April with bounce rate dropping another percent, session duration up two seconds and pages per session up 6%. Facebook was responsible for 636 website sessions compared to 961 in April last year. There were 127 website sessions coming from the monthly newsletter. Central Coast Tourism Council referred the most web sessions in April.

Public Relations was a buzz in April with four FAMs and achieving 8 stories in a single month including Forbes, Napa Valley Register, Houston Chronicle, Pasadena Now and The Outbound Collective. In April we received 843K reach with a UVPM of 167.6 million; and a publicity value of $259.2K. Total publicity value fiscal year-to-date is $800K. We have achieved 35 regional/national stories this fiscal year and 16 in 2019.

Santa Maria Valley APRIL 2019 EXECUTIVE SUMMARY

P R E P A R E D B Y K P S 3 K P S 3 . C O M2

PERFORMANCE APRIL ‘19 APRIL ‘18 JULY ’18 - APRIL ’19 10-month average

GOAL 12-mo avg

Website Sessions 18,567 15,524 14,908 14,150

Organic Sessions 8,204 8,969 6,908 6,040

Outbound Hotel Clicks 394 176 239 195

Hotel Pageviews 1,208 500 753 670

Hotel Conversion Rate 10% 5% 8% 7%

Average Pages Per Session 2.23 2.11 2.19 2.23

Average Time on Site 1min 25sec 1min 23sec 1 min 25sec 1min 35sec

Bounce Rate 55% 56% 56% 52%

TOP 10 CITIES PAID SESSIONSLos Angeles 1,785

San Diego 415

San Francisco 358

Fresno 126

Sacramento 119

Bakersfield 82

Ontario 82

Santa Ana 63

Irvine 60

Riverside 59

BEHAVIOR METRICS

Metric APR 2019 APR 2018

Time on Site 1m25s 1m23s

Pages per Session 2.23 2.11

Bounce Rate 55% 56%

HOTEL PAGEVIEWS (UNIQUE) OUTBOUND HOTEL CLICKS TOTAL HOTEL CONVERSIONS

1,208 394 1,602 vs. 500 in 2018 — up 142% vs. 176 in 2018 —up 124% vs. 676 in 2018 — up 137%

TOTAL SESSIONS TOTAL SESSION GROWTH (YOY) ORGANIC TRAFFIC GROWTH (YOY)

18,567 ! 23% ! 9%Users: 15,524 | Avg. sessions/day: 619 15,111 in 2018 vs. 18,567 in 2019 8,204 in 2018 vs. 8,969 in 2019

Santa Maria Valley APRIL 2019: WEB ANALYTICS DASHBOARD

325

650

975

1300

April 1 April 15 April 30

Daily Sessions - April 2019 Daily Sessions - April 2018

OUTBOUND EVENT CLICKS (UNIQUE) OUTBOUND ATTRACTION CLICKS (UNIQUE) TOTAL CONVERSIONS

1,285 720 3,607vs. 895 in 2018 — up 44% vs. 237 in 2018 — up 204% vs. 1,808 2018 — up 100%

P R E P A R E D B Y K P S 3 K P S 3 . C O M3

OVR. CONVERSION RATE (VISITORS)

19%vs. 14% in 2018

Strawberry Festival

Brews & Cues

28%

2% 4%

4%13%

48%

Organic Search DirectReferral SocialEmail Paid

P R E P A R E D B Y K P S 3 K P S 3 . C O M4

Santa Maria Valley APRIL 2019: WEB ANALYTICS DASHBOARD

30 60 90 120 150 180

CCTC.com

visitcalifornia.com

santamaria.com

sbvintnersweekend.com

news.google.com

westcoastkustoms.com

theoutbound.com

cityofsantamaria.org

sbcountywines.com

lospadrescounty.net

2%

35%

63%

Google Ads SocialNative

SESSIONS BY SOURCE

Paid Sessions

2%5%

6%

19%

67%

Search Direct ReferralSocial Email

Earned SessionsAll Sessions

CHANNEL IMPRESSIONS CLICKS CTR AVG. CPC SPENT

Paid Search 75,570 3,360 4.45% $1.49 $4,998.13

Paid Social 365,572 2,695 0.74% $1.03 $2,769.01

Video 142,648 447 0.31% $.03 (CPV) $1,306.31

PAID SEARCH & DISPLAY CAMPAIGNS

TOP REFERRAL SITES

Santa Maria Valley APRIL 2019: WEB ANALYTICS DASHBOARD

P R E P A R E D B Y K P S 3 K P S 3 . C O M5

NEWSLETTER SUBSCRIBERS (MO.) NEWSLETTER OPENS (MO.) NEWSLETTER CLICKS (MO.)

16,471 2,662 193vs. 16,669 in March — down 1% MoM vs. 1,467 in March — up 81% MoM vs. 106 in March — up 82% MoM

MONTHLY EMAIL NEWSLETTER

WEBSITE SESSIONS FROM NEWSLETTERS CONVERSIONS FROM NEWSLETTERS OUTBOUND HOTEL CLICKS FROM NEWSLETTERS

127 63 8vs. 100 in March — up 27% MoM vs. 14 in March — up 350% MoM vs. 1 in March

April Email Newsletters The Santa Maria Valley monthly newsletter got a redesign in March, highlighting three attractions/events rather than five with a more visually focused approach.

We are distributing the newsletter twice a month, taking an approach of distributing less content more frequently to increase engagement and interest of our subscribers.

Santa Maria Valley Media Update APRIL 2019 CONTENT AND PR HIGHLIGHTS

Santa Maria Valley Media Update APRIL 2019 CONTENT AND PR HIGHLIGHTS

PUBLIC RELATIONS:

With Cision, we are able to track UVPM (unique visitors per month) and publicity value for stories trackable by the monitoring

service. This month, we received 843K reach with a UVPM of 167.6M; and a publicity value of $259.2K.

This fiscal year to-date, we have received 3.2M reach with a UVPM of 678.8M; and a publicity value of $800K.

We hosted four FAMs in April.• 2 Travel Dads

» 26.4K Instagram followers » 3.5K Facebook likes

• Virginia Miller (The Perfect Spot) » 3.4K Instagram followers

• June Naylor (with VisitCA) » 1.3K Instagram followers

• Travel Latina » 17.3K Instagram followers

We’ve hosted 16 FAMs this fiscal year.

We posted one blog post this month.

• These 4 Sweet Strawberry Recipes Will be Your New Jam

We’ve achieved 8 stories this month.

• Pasadena Now, Santa Maria Valley Brings the Sizzle to National Barbecue Month• California Unpublished, Best Restaurants to Experience Traditional Santa Maria Style Barbecue• California Unpublished, The Secret to Santa Maria Style Grilling at Home• Christina’s Cucina, 5 Reasons to Visit Santa Maria Valley• The Outbound Collective, A Solo Woman’s Escape to Santa Maria Valley• Mother Earth News, Understanding Clean Wine Designations• Forbes, Best BBQ Ever - Your Ultimate Grilling Guide 2019• Barbecue Bible, Underappreciated Beef: New Cuts To Try On Your Grill

We’ve achieved 35 stories this fiscal year.We’ve achieved 16 stories this calendar year.

• Forbes, Talking Natural, Biodynamic Wine With Santa Barbara Pioneer Steve Beckmen

• Napa Valley Register, Childhood dreams become reality

• Houston Chronicle, Ibiza chef-owner Charles Clark’s passion for rosé

• Eve’s Wine, 37th Annual Santa Barbara Vintners Festival Returns to Santa Maria Valley

• Wine Fashionista, What to sip for Earth Day

• Atlanta Journal-Constitution, Atlanta’s reputation on the rise as ‘a serious barbecue town’

HERE ARE THE SELECTED PR, SOCIAL AND CONTENT HIGHLIGHTS FOR THE MONTH:

Instagram

Followers: 1,555 (+4.5% month-over-month)

Comments: 25 (-7.4% month-over-month)

Pinterest *Pinterest changed its analytics layout, providing us with more detailed metrics. The new metrics better reflect the analytics change and the status of our account.

Total Organic Engagements: 260 (baseline)

Organic Engagement Rate: 2.93% (baseline)

Website Sessions: 31 (+1,450% month-over-month)

Facebook

Followers: 6,198 (+0.35% month-over-month)

Reactions: 539 (+1.5% month-over-month)

Shares: 111 (-17.8% month-over-month)

SOCIAL MEDIA