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HomeMy WebLinkAbout06. DV_February2025_WebsiteAnalyticsDiscover Vail: Website Analytics | Reporting Summary Link to Full Website Report -February 2025 The total sessions on site for February 2025 were 75.2K, up 17% YoY or 9k sessions! February 2025 Total pageviews increased by 21% YoY to 129.9K, outpacing the growth in total sessions. This difference drove the pages per session engagement metric to improve to 1.8! Out of the 123.9K pages viewed, the /events page accounted for 9.3k and the /event/john-summit page with 8k views. The John Summit page had the most referrals with 610! Discover Vail: Bound Personalization | Reporting Summary Link to Full Bound Report -February 2025 February 2025 Bound users were more engaged than all site users on DiscoverVail.com! ●Average session duration was 27% higher (3m 34s vs. 2m 48s). ●Engaged sessions per active user were 40% higher (1.01 vs. 0.72). ●Events per session were 14% higher (10.17 vs. 8.91). ●Engagement rate was 19% higher (67.6% vs. 56.8%). ●Views per session were 8% higher (1.91 vs. 1.77). In February 2025, Bound reported*: ●24K impressions, down 55% MoM (53.6k impressions in Jan. 2025) ●422 clicks, down 55% MoM (947 clicks in Jan. 2025) ●1.78 CTR, down 0.6% (1.79% CTR in Jan. 2025) *Bound’s February trends aligned with DiscoverVail.com’s seasonal traffic decline since the December holiday peak. Traffic continued to drop from January to February 2025, mirroring 2024 patterns. Bound confirmed this post-holiday dip is typical for destination markets. Given seasonal impacts, YoY data will provide a clearer view of monthly performance trends. Discover Vail: Apple Map Guides | Reporting Summary Family-Friendly Summer in Vail Eat Like a Local in Vail Only in Vail Guide November 2024 -February 2025 ●The three Apple Map Guides have generated 9,071 views from an audience that would otherwise not have received any messaging from Discover Vail. ●All Apple Map Guides are currently ranked higher than Bloomberg and Infatuation’s content! ●Nearly 400 users have converted to DiscoverVail.com for more details. ●Nearly 300 users reached out to a business from a guide! Sessions 75,172 17.0% Pageviews 129,855 21.3% Us ers 56,7 18 24.0% Engagement Rate 50.2 6% -7.4% Pageviews/Sess ion 1.79 2.6% Engagement Time 00:01:2 9 -2.9% Google Analytics Feb 1, 2025 - Feb 28, 2 025 ▼ Source ▼M edium ▼Device Category ▼Event Name ▼ -17.2% -5 .7% -3.7% -13.0% -11.6% YoY % change MoM % change 2025 2024 2023 January February March April May June July Augus t September October November December 0 100K 200K 300K 400K 81K 75.2K 27.6K January February March April May June July Augus t September October November December 2025 2024 8 0,990 73,7 16 75,172 66,141 27,550 6 5 ,129 -85,397 -146,5 48 -188,8 5 0 -319,5 09 -363,924 -130,709 -99,494 -131,024 -125,273 Year / S ession s Month 183 ,7 12 1,795,7 14Grand total Select optional metrics to d isp lay organic (none) email referral cpc ISeBlas t native blog Others 7.7% 30.6 % 5 4.7% mobile desktop tablet s mart tv 41.1% 58.1% 000 28,55428,55428,554 Keyboard shortcuts Map data ©20 25 Terms Sessions 1 10,419 111 70,35270,35270,352 Trac Types - Source/Medium Sessions b y Day Filter by selecting med ium or d a y Acquired Campaign Sessions % Δ Pageviews % Δ Oct News 2 Again 499 -499 - 2025_February_Winter_M arketing_1 o_Active&Outdoor Adve…478 -6 13 - 2025_February_Winter_M arketing_Newsletter_Old-1PD-A_Gen…37 1 -615 - 2025_February_Winter_M arketing_1 o_Active&Outdoor Adve…345 -445 - 2025_February_Winter_M arketing_VAM Kick-O_Non-Emoji 322 -395 - 2025_February_Winter_M arketing_VAM Round 1 Poll 1_Non-Em…263 -407 - 2025_February_Winter_M arketing_VAM Kick-O_Emoji 249 -329 - 2025_February_Winter_M arketing_Newsletter_Old-1PD-B_Dyn…227 -324 - 2025_February_Winter_M arketing_VAM Round 1 Poll 1_Emoji 197 -309 - 2025_February_Winter_M arketing_Newsletter_No Data-A_Gen…177 -305 - Grand total 6,228 29.6…9,113 30.1… ▼ 1 - 10 / 227 <> Ca mpa ign Tr ac Ses si ons Oct News 2 Again 2 025_February_Wi nter_Marketi ng… 2025 _February_W inter_… 0 100 200 300 400 500 Locations Cit y Sessions % Δ P ageviews % Δ Vail 10,419 210.6 %12,520 149.4% Ashburn 5,75 7 478.6%6,8 37 328.7% Denver 5,356 11.7%9,838 22.9% 4,951 26 .1%6 ,224 0.9% Englew ood 4,5 04 21.8%7,291 46.1% New York 1,6 28 -17.2%2,967 -10.5 % Dallas 1,6 20 21.8%3,209 25.1% Phoenix 1,450 -3.7%2,5 5 2 14.9% Chicago 1,448 35.8%3,038 42.2% M iami 1,184 6 8 .2%2,183 53.5% Grand total 75,172 17.0%129,855 21.3% ▼ 1 - 10 / 4369 <> Region Sessions % Δ Pageviews % Δ Colorado 28 ,554 59.3%45,098 53.9% Virginia 7,26 9 315.8 %9,8 02 228.9%… Texas 3,7 10 1.1%7,853 5.3% California 2,913 19.5%5,395 25.8% Florida 2,598 -0.5 %5,208 -1.5% Arizona 2,437 -21.7%4,353 -6.1% New York 2,18 2 -17.1%4,15 4 -11.5% I llinois 1,946 18.6 %4,234 27.3% 1,641 6 1.0%1,8 6 1 55.2% Washington 1,372 72.6 %2,473 106.4% Grand total 75,172 17.0 %129,855 21.3 % ▼ 1 - 10 / 433 <> Country Sessions % Δ Pageviews % Δ United States 70,352 25.5%122,17 1 25.4% M exico 945 -9.7%1,547 6.8 % United Kingdom 573 -18.5%6 14 -19.0% Canada 544 -26 .8%87 1 -7.2% Australia 328 33.3%417 13.0% I reland 301 262.7%…306 268.7%… Netherlands 18 3 144.0%190 93.9% Germany 159 -53.2%18 1 -54.8 % Poland 119 -95.1%1,085 -55.3% Brazil 113 -57.7%152 -52.6% Grand total 75,172 17.0 %129,855 21.3 % ▼ 1 - 10 / 117 <> Device Cat egory Sessio…% Δ Pageviews % Δ Users % Δ mobile 43,6 6 2 5 .0%70,531 9.0%32,069 11.7% des ktop 30,910 40.7%57,922 41.8%24,234 46.9% tablet 599 -15.3%1,401 -8.6%444 -16.4% s mart tv 1 -1 -0 - Grand total 75,172 17.0 %129,855 21.3%56,7 18 24.0 % ▼ 1 - 4 / 4 <> Tra c Over Time Engaged Sess ions 36,554 9.4% -9.8 % Acquired Medium Acquired Source S ession s % Δ organic google 41,095 8.1% (none)(direct)23,038 61.6% email ActiveCampaign 5 ,572 23.6% --2,558 - referral vail.gov 435 26 .5% Grand total 75,172 17.0% ▼ 1 - 5 / 179 <> -5.7% Exec S umma ry February 2025 The tot al sessions on site for February 2025 w ere 75.2k, up 17% YoY or 9k sessions. Sessions w ere dow n MoM by 6%, with February having 3 less days, the roughly 5.8k session difference MoM would be grea ter t ha n or equal to Ja nua ry. Total page view s increased by 21% YoY to 129.9k, out pacing t he increa se in tot al sessions increase drove pages per session engagement metric to improve t o 1.8. Total page view s did decrease by 17% MoM, w hich is in part due to the 3-day difference a nd t he pea k of winter-tra vel planning t rending downw ard. We expect to see MoM stat ist ics increase as w int er-focused tra c dissipates in March a nd t ravelers st a rt dreaming about summer travel a nd planning t heir vaca tions t o Vail in spring. Mobile devices made up 58% of trac or 43.7k out of the 75.2k follow ed by deskt op t rac accounting for 41% or 31k. Organic trac in tot a l made up 55% of t he t rac which Google organic tra c making up basically all of t ha t organic t rac with 41.1k sessions. Direct t rac made up 31% with 23k a nd t hen t he email campa ign w it h 5.6k (8%). All campaigns made up 6.2k. O ut of the 123.9k pages view ed, the /events pa ge accounted for 9.3k, t he /va il-winter-w i-w elcome with 8.4k, a nd t he /event/john-summit page with 8k view s. The rest of t he pages had less th 3 3k i t th h ith 5k i E t lik t f l i t d 21 2k d tb d li k t t l d 18 7k Th J h S it h d th t f l ith 610 ▼ 1 - 1 / 1 <> Google Analytics Feb 1, 2025 - Feb 28 , 2025 ▼ Source ▼Medium ▼Device Category ▼Event Name ▼ Pageview s Pageviews (previous year) Feb 1 Feb 3 Feb 5 Feb 7 Feb 9 Feb 11 Feb 13 Feb 15 Feb 17 Feb 19 Feb 21 Feb 23 Feb 25 Feb 27 0 20K 40K Page Path Pa geviews % Δ /events/9,330 16.3% /va il-winter-w i-w elcome/8,380 -3.2% /event/john-summit/8,003 100.3% /4,979 -69.1% /things-t o-do/3,255 -31.9% /shopping/2,948 -13.5% /the-villages/vail-village/2,042 -27.7% /the-villages/1,986 -23.4% /dining-nightlife/1,790 -9.0% /event/apres-a ll-day/1,482 51.2% Gra nd total 129,855 -17.2% ▼ 1 - 10 / 5902 <> Medium Pageviews 78.9Korganic 34.3K(none) 8.3Kemail 4.8Kreferral 2.6Knull 465cpc 144native 144blog 105ISeBlast 40Email Pageviews Events Event Name ▼Event Param Name ▼Event Param Value (String)▼ Select page to see daily pageviews in graph above Lin k URL Referrals https://ww w.axs.com/series/25104/john-summit-presents-experts -…556 https://ww w.alpineadventuresdogsledding.com/358 https://sageoutdooradventures.com/snow-tubing/307 https://ww w.mountainmus her.com/268 https://ride.vail.gov/262 https://ww w.vail.com/explore-the-resort/activities-and-events/s ign…219 https://ww w.vail.com/explore-the-resort/activities-and-events/epic-…215 https://img.ltms.app/clickimgpoll.ashx?c=13147.WkTW QhbGy5yRogX…206 https://ww w.vailrec.com/vail-recreation/nordic 202 https://grfavail.com/APRES25/18 9 Grand total 17,0 58 ▼ 1 - 10 / 1343 <> File Name Downloa… https://discover vail.com/app/uploads/2024/10/Vail-Fall-2024-Res tau…6 3 https://discover vail.com/app/uploads/2024/10/Vail-Fall-2024-Res tau…6 https://discover vail.com/app/uploads/2025/02/Event-Producer-Web…4 https://discover vail.com/wp-content/uploads/2022/12/VS-Fast-Fact…3 https://ww w.fs.usda.gov/I nternet/FSE_DOCUMENTS/stelprdb518635…3 https://discover vail.com/app/uploads/2025/02/Social-Media-2025-V…2 https://cpw.state.co.us/Documents/Education/StudentActivities/W ild…2 https://discover vail.com/wp-content/uploads/2022/12/Whats NewTi…2 https://discover vail.com/app/uploads/2025/02/OPT-IN-M ESSAGE-20…2 https://discover vail.com/app/uploads/2025/02/2025_Family-Tipshe…1 Grand total 95 ▼ 1 - 10 / 17 <> Enews Sign up Visitation View Outbound Clicks Book Direct Referrals Partner Referrals Lodgin g Click Feb 2025 Mar 2025 0 2.5K 5K 7.5K 10K 12.5K 72 420 0 10,689 6,767 5 9 12,073 7,759 0 0 organic (none) email referral cpc native blog ISeBlas t Others 5 % 22.9% 65% Where are the events coming from? Partner Referrals 21,247 13.5% Outbound Clicks 18,729 -3.6% Newsletter Reques t 126 YoY % change MoM % change Lodging Click 0 -100.0% Book Direct Referrals 5 -99.4% Visitation View 0 -100.0% Keyword Clicks % Δ Impressions % Δ Ave rage Position Δ 1.john summ it va il 2,533 292.1%16,094 40.2%1.2 -1.97 2.va il village 861 8.6%39,793 -3.1%5.38 0.82 3.va il events 599 104.4%8,259 89.9%1.53 -10.64 4.thin gs to do in va il 512 -13.5%30,389 85.2%5.31 2.6 5.va il 409 28.6%526,801 533.3%6.12 -0.04 6.va il colorado 379 -24.7%342,071 149.0%9.17 1.56 7.john summ it va il 2025 309 -2,251 -1.72 - 8.thin gs to do in va il colorado 229 -51.2%11,818 -22.3%4.94 1.79 9.va il shopping 186 -29.8%1,439 18.3%6.67 0.92 Grand total 37,391 10.9%2,936,124 62.3%11.55 -1.8 ▼ 1 - 100 / 35138 <> Url Clicks 37,391 10.9% Avg. Daily Clicks 1,335 10.9% Url Clicks Url Clicks (previous y ear) Feb 1 Feb 3 Feb 5 Feb 7 F eb 9 F eb 11 Feb 13 Feb 15 Feb 17 Feb 19 Feb 21 Feb 23 Feb 25 F eb 27 0 1K 2K 3K SEO - Google Search Console Keywords Feb 1, 2025 - Feb 28, 2025 ▼ Landing Page Url Clicks Impressions Avera ge Position 1.https://discovervail.com/event/john-sum mit/5,376 54,516 4.73 2.https://discovervail.com/events/5,100 67,913 13.59 3.https://discovervail.com/shoppin g/1,784 34,850 13.12 4.https://discovervail.com/things-to-do/1,778 53,143 8.35 5.https://discovervail.com/the-villages/1,170 94,348 9.33 6.https://discovervail.com/1,116 174,373 8.01 7.https://discovervail.com/the-villages/vail-villa ge/1,080 176,247 7.22 ▼ 1 - 100 / 1749 <> Brand non-brand 89.8% Brand Non-BRa nd URL CTR Url Clicks 1.Bra nd 0.96%18,051 2.n on-bra nd 0.49%2,061 ▼ 1 - 2 / 2 <> others Vail Village Events & Festivals T hings to do Brand S hopping Rest aurant s S kiing & S nowboarding G ett ing Around Others 40.9% 5.5% 4.8% 10.9% 12% 13.1% Keyword G roups Url Clicks % Δ Avera ge Position % Δ others 8,218 79.0%16.23 -16.4% Vail Village 2,641 3.7%9.1 10.0% Events & Festivals 2,411 88.1%10.09 -38.3% Things to do 2,196 -27.1%6.94 0.3% Brand 959 -3.0%7.37 2.5% Shopping 758 -20.0%20.54 -37.1% Restaurants 727 44.5%12.25 -49.5% Skiing & Snowboarding 660 -74.2%15.57 68.8% Getting Aroun d 437 -49.1%14.17 38.7% Gondola 223 36.8%16.61 8.8% Nightlife 197 -54.7%12.6 -36.5% Summ er 169 -49.2%13.85 -17.9% Accom modation s 139 -66.6%26.69 45.4% Weddings & P arties 111 7.8%22.92 29.8% Hiking 92 22.7%25.98 -21.9% Misspelled Brand 50 8.7%9.97 16.5% Yoga 28 33.3%19.76 -37.2% Parade 20 -63.6%21.49 15.9% Biking 19 -50.0%32.66 -15.0% Fishing 14 75.0%25.09 -41.3% Golf 11 -56.0%26.69 -35.0% Farm ers Market 9 200.0%9.61 -32.9% Go Pro Mountain Games 9 0.0%5.92 -29.9% Oktoberfest 9 -25.0%11.1 12.2% 4th of July 3 -76.9%38.57 -8.4% Rafting 2 -33.3%40.02 40.1% ▼ 1 - 27 / 27 <> Total Keywords 35,138 -16.8% *All comparisons on YoY unless ot herw ise not ed Impressions 2,936,124 62.3% Avg. Daily Impressions 104,862 62.3% Average Posit ion 12 -13.5% Avg. CTR 1% -0.59% Keyword Groups Url Clicks Type to search 8.2Kothers 2.6KVail Village 2.4KEvents & Festivals 2.2KThings to do 959Brand 758Shopping Keyword Classications & Groupings Organic Sea rch Summa ry February 2025 The tot al sessions on site for February 2025 w ere 75.2k, up 17% YoY or 9k sessions. Sessions w ere dow n MoM by 6%, with February having 3 less days, the roughly 5.8k session difference MoM would be greater t ha n or equal to Ja nua ry. Total page view s increased by 21% YoY to 129.9k, out pacing t he increa se in tot al sessions increase drove pages per session engagement metric to improve t o 1.8. Total page views did decrease by 17% MoM, w hich is in part due to the 3-day difference and the pea k of winter-travel planning t rending downw ard. We expect to see MoM stat ist ics increase as w int er-focused trac dissipates in March a nd t ravelers st a rt dreaming about summer travel and planning t heir vaca tions to Vail in spring. Mobile devices made up 58% of trac or 43.7k out of the 75.2k follow ed by desktop trac accounting for 41% or 31k. Organic trac in total made up 55% of t he trac which Google organic trac making up basically all of t ha t organic trac with 41.1k sessions. Direct trac made up 31% with 23k a nd t hen the email campa ign w it h 5.6k (8%). All campaigns made up 6.2k. Out of the 123.9k pages view ed, the /events page accounted for 9.3k, t he /va il-winter-w i-w elcome with 8.4k, a nd t he /event/john-summit page with 8k views. The rest of the pages had less th 3 3k i t th h ith 5k i E t lik t f l i t d 21 2k d tb d li k t t l d 18 7k Th J h S it h d th t f l ith 610 ▼ 1 - 1 / 1 <> Ke yword Position Previous …Est. Tra c Search Volume CPC Keyword Diculty 1.vail villa ge 12 13 2,436 24,300 $6.63 168 2.things to do in…1 1 1,091 4,400 $1.13 31 3.vail villa ge va il…1 1 1,040 1,300 $2.21 52 4.vail villa ge col…3 3 1,000 7,200 $4.42 118 5.lionsh ead villa…4 4 806 5,800 $5.76 72 $ ▲▼ 1 - 93 / 93 <> Url Ranking Keywords Est. Monthly Tr… 1.https://discovervail.com /th ings-to-do/13 3,317 2.https://discovervail.com /th e-villages/vail-villa ge/12 5,613 3.https://discovervail.com /dinin g-n ightlife/12 2,265 4.https://discovervail.com /shoppin g/11 1,429 5.https://discovervail.com /th e-villages/8 2,323 ▼ 1 - 31 / 31 <> Keyword Volume Position Previous position Position change 1.vail hotels 60,500 55 58 3 2.vail din ing 22,200 6 5 -1 3.vail village resta u ra nts 18,100 4 5 1 4.vail best restaurants 8,100 6 5 -1 5.vail village 6,600 1 1 null 6.winter in va il 5,400 21 7 -14 7.vail m ou n ta in 5,400 9 11 2 8.vail parking 4,400 6 7 1 9.vail golf clu b 2,400 10 7 -3 10.lionshea d villa ge vail 2,400 1 1 null 11 h iking in va il 1 900 3 3 null ▼▼ 1 - 25 / 25 <> SEO F eb 1, 2025 - Feb 28, 2025 ▼ top landing pages from SEMRush top keywords from SEM Rush tracked Keywords from SEMRush L a nding pa ge Volume Position # of Keywords 1.h ttps://discoverva il.com/blog/fa mily-owned-h otels-in -va il/133,100 35 3 2.h ttps://discoverva il.com/80,840 1 4 3.h ttps://discoverva il.com/dining-nightlife/78,920 4 10 4.h ttps://discoverva il.com/blog/hotels-in-lionsh ead-vail/62,100 37 2 5.h ttps://discoverva il.com/blog/boutiqu e-h otels-in-vail-colora do/60,500 30 1 6.h ttps://discoverva il.com/things-to-do/ski-a nd-ride/35,340 2 7 7 h //di il /di i /22 990 6 4 ▼▼ 1 - 76 / 76 <> top page groups from SEMRush Page G roups Ranking Keywords Est. Monthly Tr… 1.Not Blog 90 20,705 2.Blog 4 309 ▼ 1 - 2 / 2 <> Page G roups Volume Previous position Position cha nge 1.Blog 335,140 1,529 35 2.Not Blog 313,130 794 24 ▼ 1 - 2 / 2 <> Property Impressions Clicks CTR eCPM e CPC Video Comple tions Total Convers…Tota l Spe nd N o da ta Grand total -------- ▼ Perform ance Explorer Par tners & Placem ents Clicks - - Total Spend - - eCPM - - eCPC - - CTR - - Impressions Clicks Total Conversions 0 0.2 0.4 0.6 0.8 1 Imp ressions Campaign ▼ Property ▼ Property Type ▼ L ine Item ▼ Eve nt Pa ra m Na me Event T ime Offset User Prope rty Value (Int…Se ssions Time Zone Offset Unique Users 1.visible 8,352 -3 -54 2.video_url 8,278 -3 -54 3.video_title 17,314 -15 -54 4.video_status 9,038 -12 -54 5.video_provider 8,352 -3 -54 6.video_percent 17,390 -15 -54 7.video_duration 8,352 -3 -54 8.video_current_tim e 8,352 -3 -54 9.va lue 112,649 -0 -1,417 10.term 144,196 -3,388 -2,973 Grand total 2,948,802 -8,415 -5,791 ▼ 1 - 25 / 50 <> Media Ty pe ▼ Impressions 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 Impressions Impressions by Media Type S um m ary Impressions Cre a tive Name Impre ssions Clicks Conversions CTR N o da ta Grand total ---- ▼ Creative Performance Conversion Explorer F eb 1, 2025 - Feb 28, 2025 ▼ Impressions - - Media Summar y In February, the City Page on Colorado.com display and native ads garnered 1.8K impressions and 5 clicks for a 0.27% CT R. The CTR nearly doubled MoM. Apple Map Guides (November 2024 - February 2025) • Our three Apple Guides have generated 9,071 views from an audience that would have otherwise not received any messaging from us. All of your Guides are currently ranked higher than Bloomberg and Infatuation’s content. • Nearly 400 users then converted to DiscoverVai.com for more details. • Nearly 300 users reached out to a business from a guide. ▼ 1 - 1 / 1 <> eCP V - - Video Com pletions - - Campa ign Total Conversions Click through Conve rsions View through Conve rsions No data ▼ View t hrough Conversions Click through Conversions 0 0.25 0.5 0.75 1 Activity Tota l Conve rsions Click through Conversions View through Conve rsions N o da ta ▼ Display Media Campaign Impressions Clicks CTR Avg. CPC Conversions Conversion Rate Cost A lw ays On - Vail P-Max - IS 0 0 0%$0 0 0%$0 A lw ays On - Vail P-Max OOS 0 0 0%$0 0 0%$0 A lw ays on - Bran d - IS 0 0 0%$0 0 0%$0 A lw ays on - Bran d - OOS 0 0 0%$0 0 0%$0 A lw ays on - Events - IS 0 0 0%$0 0 0%$0 A lw ays on - Events - OOS 0 0 0%$0 0 0%$0 A lw ays on - Lodging - IS 0 0 0%$0 0 0%$0 A lw ays on - Lodging - OOS 0 0 0%$0 0 0%$0 A lw ays on - Seasonal Blog - IS 0 0 0%$0 0 0%$0 A lw ays on - Seasonal Blog - OOS 0 0 0%$0 0 0%$0 Grand total 0 0 0%$0 0 0%$0 ▼ 1 - 1 0 / 24 <> Cost $0.00 N/A Avg. CPC $0.00 N/A CTR 0.00% N/A Impress ions 0 N/A Click s 0 N/A Clicks Cost CTR Ma r 2024 Apr 2024 May 2024 J un 2024 Jul 2024 Aug 2024 Sep 2024 Oct 2024 N ov 2024 Dec 2024 0 50K 100K 150K 0% 200% 400% 600% 800% Key events 74 51.0% Session key event rate 20.00% 42.9% Summary MOM % change Campa ign Pe rformance Cost $0.00 Avg. CPC $0.00 CTR 0.00% Impressions 0 Click s 0 Key events 26 Session key event rate 11.72% Historical data - Year prior Google Ads F eb 1, 2025 - Feb 28, 2025 ▼ SEM Summa ry N o Paid Search running in Februa ry, 2025. ▼ 1 - 1 / 1 <> Miles FB/I G Ads 2000 km Map Data Terms Can't get latitude-longitude values f or your data. Try refreshing your browser. Ad set name I mpressions ThruPlay actions C/ThruPlay Video watches at 100%Cost No data Grand total 0 0 0 0 $0 ▼ Filters will be applied to all data in the Facebook Ads Overview section Im pression s 0 Landing page views 0 Lin k Clicks 0 Cost $0.00 Ad set n a m e ▼ No data Post Typ e Impression Percentage P u blish er pla tform ▼ Impressions by State Ad creative image Ad title Ad body Ad name L PVs CTR (L inks)C/L ink Click No data Grand total 0 0 0 Campa ign ▼Ca mpa ign O bject ive ▼Ad Set ▼Pla t form ▼ ThruPlay actions 0 Ad Set I mpressi…LPV C/L PV Cost Engagement Rate CTR (all) No data Grand total 0 0 0 $0 0 0 ▼ FB/IG Ad Overview Video Performance Ad Creative Pe rformance Summa ry F eb 1, 2025 - Feb 28, 2025 ▼ Social Summary No Paid Socia l run ning in February, 2025. ▼ 1 - 1 / 1 <> Discover Vail Sitewide Performance | February 2025 In Feb. 2025, Bound users were more engaged than all site users on DiscoverVail.com: • Average session duration was 27% higher (3m 34s vs. 2m 48s) • Engaged sessions per active user were 40% higher (1.01 vs. 0.72) • Events per session were 14% higher (10.17 vs. 8.91) • Engagement rate was 19% higher (67.6% vs. 56.8%) • Views per session were 8% higher (1.91 vs. 1.77) In February 2025, Bound reported: • 24k impressions, down 55% MoM (53.6k impressions in Jan. 2025) • 422 clicks, down 55% MoM (947 clicks in Jan. 2025) • 1.78 CTR, down 0.6% (1.79% CTR in Jan. 2025) Bound’s February trends aligned with DiscoverVail.com’s seasonal traffic decline since December’s holiday peak. Traffic continued to drop from January to February 2025, mirroring 2024 patterns. Bound confirmed this post-holiday dip is typical for destination markets. Given seasonal impacts, YoY data — when it becomes available — will provide a clearer view of monthly performance trends. On Jan. 10, 2025, we also limited personalized content to twice per user visit, resulting in impressions declining more sharply starting in January and heading into February. This view limit was executed at Bound’s recommendation to reduce personalization frequency per visit to boost engagement over the long term. While most Bound segments saw decreases in impressions and engagement consistent with MoM trends seen above, the In-Town Market audience was once again a very bright spot! Just like in January, the February In-Town Market audience showed a boost in impressions as more users accessed DiscoverVail.com while in town. For example, the events content served in this campaign saw 4,192 impressions in February and 3,255 impressions in January — a 29% increase in visibility. Events content consistently performs well no matter the month. Note: Discover Vail is currently being upgraded to the full Bound license, and content updates for the 2025 strategy will be published by the end of March. Now that you’ve upgraded to the full Bound license in 2025, the Bound team will begin providing monthly performance sheets. Feb. 2024 Fly-in Campaign Findings Data In-State, Paid-Media Market MoM declines in impressions and clicks reflect post-holiday trends. Ski Like a Local beat Nightlife both months. February 2025: A — Nightlife: 4,240 impressions, 64 clicks, 1.51% CTR B — Ski Like a Local: 4,219 impressions, 67 clicks, 1.59% CTR January 2025: A — Nightlife: 9,723 impressions, 112 clicks, 1.15% CTR B — Ski Like a Local: 9,716 impressions, 153 clicks, 1.57% CTR Enews Signup MoM declines in impressions and clicks reflect lower post- holiday traffic. The Vail Village fly-in outperformed the Hyatt couple, with higher engagement both months. February 2025: A — Vail Village Photo: 3,479 impressions, 19 clicks, 0.55% CTR B — Hyatt Couple Photo: 3,549 impressions, 8 clicks, 0.23% CTR January 2025: A — Vail Village Photo: 6,916 impressions, 42 clicks, .61% CTR B — Hyatt Couple Photo: 6,997 impressions, 21 clicks, .30% CTR Things to Do A decrease in impressions and clicks MoM continues to mirror lower traffic following the holiday season. Outdoor/Adventure won performance over 10 Vail Winter Activities to Book Ahead in both January and February. February 2025: A — Reservations: 1,683 impressions, 32 clicks, 1.9% B — Outdoor/Adventure: 1,622 impressions, 43 clicks, 2.65% CTR January 2025: A — Reservations: 3,471 impressions, 74 clicks, 2.13% B — Outdoor/Adventure: 3,551 impressions, 103 clicks, 2.9% CTR OOS Organic Media The Luxury fly-in beat Ski-in/Ski-out content both months. February 2025: A — Luxury Hotels: 1,921 impressions, 47 clicks, 2.45% CTR B — Ski-in/Ski-out: 1,811 impressions, 34 clicks, 1.88% CTR January 2025: A — Luxury Hotels: 3,511 impressions, 111 clicks, 3.16% CTR B — Ski-in/Ski-out: 3,503 impressions, 70 clicks, 2% CTR OOS Paid Media Like we saw with OOS Organic Media, Luxury content beat Ski-in/Ski-out content both months. February 2025: A — Luxury Hotels: 2,532 impressions, 46 clicks, 1.82% CTR B — Ski-in/Ski-out: 2,486 impressions, 29 clicks, 1.17% CTR January 2025: A — Luxury Hotels: 3,371 impressions, 76 clicks, 2.25% CTR B — Ski-in/Ski-out: 3,380 impressions, 41 clicks, 1.21% CTR In-Town Market Bucking lower-traffic and engagement trends MoM for another straight month, the In-Town Market campaign saw an increase in impressions in both January and then again, even higher, in February. Events content was the clear winner both months, though CTR was significantly lower in February. February 2025: A — Events: 4,192 impressions, 125 clicks, 2.98% CTR B — Map: 4,189 impressions, 47 clicks, 1.12% CTR January 2025: A — Events: 3,255 impressions, 102 clicks, 3.13% CTR B — Map: 3,090 impressions, 33 clicks, 1.78% CTR Ripe Campaign Impressions and clicks followed MoM trends with Gravity Haus CTR slightly higher than Sonnenalp. Sonnenalp led in January, Gravity House led in December. When we swap photos for summer, we recommend showcasing imagery with differences (like indoor vs. outdoor). February 2025: A — Gravity Haus: 40 impressions, 1 click, 2.50% CTR B — Sonnenalp: 47 impressions, 1 click, 2.13% CTR January 2025: A — Gravity Haus: 113 impressions, 5 clicks, 4.42% CTR B — Sonnenalp: 107 impressions, 6 clicks, 5.61% CTR Event Attendance Event Attendance had the highest engagement in December and January of all Bound campaigns, with a 13% CTR in January. This saw a significant dip in February, which makes sense anecdotally as winter events head into spring. We will continue to serve seasonal event roundups to calendar-page users. The 2025 strategy currently being implemented will reflect that with a spring-event blog roundup. February 2025: A Only — Events in Winter: 159 impressions, 7 clicks, 4.40% CTR January 2025: A Only — Events in Winter: 1,015 impressions, 132 clicks, 13% CTR December 2024: A — Events in Winter: 1,159 impressions, 162 clicks, 13.98% CTR B — NYE: 1,135 impressions, 62 clicks, 5.46% CTR C — Christmas: 1,171 impressions, 74 clicks, 6.32% CTR