November Report

⌬
Overall Performance Summary
Overall Performance
November was a strong growth month as campaigns ramped up and ran at fuller scale. These jumps show that more people are seeing Wickenburg online, clicking through to learn
more, and exploring the town on the website. Much of this interest is coming from Arizona drive-markets and key out-of-state cities targeted in the campaigns
Compared to October:
Total ad clicks increased 347% to 2,282.
Website sessions increased 177% to 6,162.
Google Search clicks increased 279% to 1,934.
Key Takeaways
Website traffic is growing quickly.
The site recorded 6,162 sessions and 5,330 unique users, up 177% and 160% month over month. Most of this traffic came from direct visitors, Google Search, and
Display ads, showing that people are actively seeking out Wickenburg content after seeing ads or hearing about the town.
 
Google Search is highly efficient.
Search campaigns drove 1,934 clicks at an average click-through rate (CTR) of 14.75% and average cost-per-click (CPC) of $0.87, well above typical tourism benchmarks
for CTR and at a very efficient cost.
 
In-state (Arizona) campaigns are extremely strong.
The In-Market (AZ) search campaign generated 1,068 clicks with a 21% CTR and $0.59 CPC, indicating very high interest from people already in or near Arizona. Top ad
groups are focused on “things to do” and Wickenburg-specific searches.
 
Out-of-state markets are responding, though at higher cost.
Out-of-state search generated 866 clicks with 11% CTR and $1.21 CPC. Although clicks here are more expensive, they represent valuable potential visitors who must travel
farther to visit.
 
Display ads are building broad awareness.
Display activity reached about 152,000 people, delivered 349,000 impressions, and produced 348 clicks (0.10% CTR). Most display reach came from out-of-state travel
markets, supporting long-term awareness and trip planning.
 
Traffic from key cities aligns with tourism goals.
Beyond some automated traffic that shows up as overseas cities, the strongest real engagement is from Phoenix and West Valley cities (Surprise, Peoria, Glendale) along
with Wickenburg locals, plus visitors in markets like Las Vegas, Denver, Los Angeles, and San Diego—all priority drive or fly markets.
 
Channel-Level Analysis
1. Website & GA4 Activity (All Channels)
Top traffic sources:
Paid Search (Google Ads)
Organic Search (unpaid Google/Bing searches)
What this means:
More people are discovering Wickenburg online and then choosing to visit the site directly or via search. This is a healthy pattern: ads introduce the town, and then users come back
on their own to learn more, plan trips, or explore events and attractions.
 
2. Google Ads – Search (In-State & Out-of-State)
Overall Search Performance
Total clicks: 1,934 (+279% MoM)
CTR: 14.75%
Average CPC: $0.87
Search is the primary driver of high-intent traffic—people actively searching for travel ideas and things to do.
 
In-Market (Arizona) Search
Clicks: 1,068
CTR: 20.99%
Average CPC: $0.59
Most clicks come from keywords such as “things to do in arizona,” “Wickenburg,” “Wickenburg museum,” and “rodeos”, showing that ads are catching people while they are
planning activities and destinations in the region.
Takeaway: Arizona campaign performance is excellent—high engagement at low cost—indicating that Wickenburg is very attractive to regional travelers and residents planning day
trips or weekend getaways.
 
Out-of-State Search
Clicks: 866
CTR: 10.80%
Town of Wickenburg Arizona
November 2025
2/8

Average CPC: $1.21
Top keywords and markets suggest that people in Las Vegas, San Diego, Los Angeles, Denver, Albuquerque, Salt Lake City, and Anaheim are searching for “things to do in
Arizona” and discovering Wickenburg as an option.
Takeaway: While more expensive per click, these users represent valuable new visitors from outside Arizona, supporting longer-stay tourism and economic impact.
3. Display Awareness
Display placements serve as digital billboards, with most impressions focused on out-of-state markets and some retargeting people who have already visited the website.
Takeaway: Even with a modest click-through rate (which is typical for display), these ads ensure that Wickenburg’s brand and imagery stay in front of large audiences who may not
yet be ready to click but are starting to recognize the town when they later see search ads or hear about it from other sources.
Key Metric Definitions 
Impressions – How many times an ad was shown on a screen. One person can account for multiple impressions.
Reach – The number of people who saw an ad at least once.
Clicks – How many times people clicked an ad to visit the Wickenburg website or a related page.
Click-Through Rate (CTR) – The percentage of people who saw an ad and clicked on it.
Formula: clicks ÷ impressions.
Higher is better; it means the ad is relevant and interesting.
Cost-Per-Click (CPC) – The average amount paid each time someone clicks an ad.
Lower CPC means we are getting more visitors for the same budget.
Sessions – Visits to the website. One person can have more than one session if they return later.
Users (Unique Users) – The approximate number of individual people who visited the site during the month.
Display Ads – Visual banner or image ads that appear on news, travel, or other websites and apps—similar to digital billboards.
Search Ads (Paid Search / Google Ads) – Ads that appear when someone types a related query into Google (e.g., “things to do in Arizona”).
Organic Search – Unpaid search results where the town’s website appears naturally because of its content.
 
Town of Wickenburg Arizona
November 2025
3/8

⌬
Town of Wickenburg Arizona Digital Media Dashboard
Total Clicks
347%
2,282
Avg. CTR
100%
0.10%
Avg. CPC Wi…
119%
$1.93
Impressions
10362%
362 K
Google Ads Clicks
279%
WMM_Wickeburg_In-Market_Drive_Market_We…
1,068
WMM_Wickeburg_Out_Of_State_Market_Website…
866
GA4 Sessions
6,162
177%
0
1,000
2,000
3,000
(direct)
(organic)
WMM_Wicke…
WMM_Wicke…
outofstate
(referral)
drivemarket
(cross-network)
1,934
Clicks
Town of Wickenburg Arizona
November 2025
1/8

⌬
Google Ads Campaigns
Overall Clicks
1,934
279%
Overall Clicks
1,934
279%
Out of State Markets
847
496%
In-Market (AZ)
1,066
194%
1,068
$0.59
20.99%
5,087
866
$1.21
10.80%
8,021
521
$0.59
16.84%
3,093
0
547
$0.59
27.43%
1,994
0
3 Nov
10 Nov
17 Nov
24 Nov
0
25
50
75
100
125
0
200
400
600
800
65+
Unknown
55-64
45-54
35-44
25-34
18-24
0
50
100
150
200
Las Vegas
San Diego
Los Ang…
Denver
Albuquer…
Salt Lak…
Anaheim
Laughlin
0
100
200
300
Phoenix
Surprise
Scottsdale
Peoria
Sun City …
Glendale
Goodyear
Mesa
Avg CPC
21%
$0.87
Clicks
279%
1,934
CTR
0%
14.75%
Impressions
279%
13,108
Phone Calls
100%
0
Conversion Rate
74%
1.71%
WMM_Wickeburg_In-Market_Drive_Market_Website_Traffic
WMM_Wickeburg_Out_Of_State_Market_Website_Traffic
Branded
Things to Do
Showing 2 of 2 Rows
CLICKS
AVG CPC
CTR
IMPRESSIONS
CAMPAIGN

In-Market (AZ) Ad Groups
CLICKS
AVG CPC
CTR
IMPRESSIONS
PHONE CALLS
AD GROUP
Town of Wickenburg Arizona
November 2025
4/8

$0.56
510
1,507
$0.61
315
2,115
$0.56
177
771
$0.98
29
334
$0.82
6
113
$0.67
3
16
$0.32
2
3
$0.33
1
3
361
$1.16
12.05%
2,997
0
505
$1.24
10.05%
5,024
0
$1.17
210
1,882
$1.18
205
1,321
$1.27
196
2,181
$1.14
95
452
$1.37
60
797
$1.25
22
360
$1.27
18
187
$1.31
11
200
things to do in arizona
wickenburg
wickenburg museum
things to do in phoenix
Rodeos
wickenburg az attractions
visit wickenburg
historic wickenburg
Branded
Things to Do
wickenburg
things to do in arizona
things to do in phoenix
wickenburg museum
hiking
Rodeos
desert caballeros wickenburg az
horse back riding
In-Market (AZ) Keywords
AVG CPC
CLICKS
IMPRESSIONS
KEYWORD
Out of State Markets Ad Groups
CLICKS
AVG CPC
CTR
IMPRESSIONS
PHONE CALLS
AD GROUP
Out of State Markets Keywords
AVG CPC
CLICKS
IMPRESSIONS
KEYWORD
Town of Wickenburg Arizona
November 2025
5/8

⌬
CTV and Display Campaigns
Reach
100%
Town of Wickenburg AZ - Out of State Markets - Display
141 K
Town of Wickenburg AZ - In-State Markets - Display
8,038
Town of Wickenburg AZ - Out of State Markets - Display Retargeting
1,710
Town of Wickenburg AZ - In-State Drive Market - Display Retargeting
474
474
6,866
7
0.10%
1,710
33,663
55
0.16%
141,316
297,514
269
0.09%
8,038
11,133
17
0.15%
Impressions
100%
349 K
Unique Impressions
100%
152 K
Clicks
100%
348
CTR
100%
0.10%
Town of Wickenburg AZ - In-State Drive Market - Display
Retargeting
Town of Wickenburg AZ - Out of State Markets - Display
Retargeting
Town of Wickenburg AZ - Out of State Markets - Display
Town of Wickenburg AZ - In-State Markets - Display
152 K
Unique Impressions
Showing 4 of 4 Rows
UNIQUE IMPRESSIONS
IMPRESSIONS
CLICKS
CTR
CAMPAIGN GROUP
Town of Wickenburg Arizona
November 2025
6/8

⌬
Google Analytics 4 - All Channels
User Acquisition
Sessions
6,162
177%
Sessions
177%
Direct
1,935
Paid Search
1,847
Organic Search
1,505
Display
413
Referral
202
Unassigned
100
Organic Social
39
Cross-network
24
1,935
1,862
7h 48m 25s
2,278
8,512
1,847
1,558
1d 9h 35m 31s
3,721
10,585
1,505
1,225
1d 3h 57m 12s
2,829
8,490
413
387
1h 13m 52s
444
1,349
202
177
4h 48m 12s
601
1,640
100
100
20m 11s
19
182
39
37
4m 10s
54
162
24
24
27m 31s
89
218
944
945
18m 9s
911
3,064
804
709
14h 47m 31s
1,636
4,629
760
759
1h 14m 13s
11
1,149
644
629
3h 31m 54s
711
2,431
233
216
2h 35m 10s
361
1,065
3 Nov
10 Nov
17 Nov
24 Nov
0
200
400
600
800
Sessions
177%
6,162
Total Users
160%
5,330
User Engagement
306%
3d 4h 15m 4s
Views
223%
10,035
Event Count
181%
31,138
Direct
Paid Search
Organic Search
Display
Referral
Unassigned
Organic Social
Cross-network
Lanzhou
Phoenix
Singapore
(not set)
Los Angeles
6,162
Sessions
Showing 8 of 8 Rows
SESSIONS

TOTAL USERS
USER ENGAGEMENT
VIEWS
EVENT COUNT
CHANNEL
Showing 10 of 1,136 Rows
SESSIONS

TOTAL USERS
USER ENGAGEMENT
VIEWS
EVENT COUNT
CITY
Town of Wickenburg Arizona
November 2025
7/8

152
140
2h 51m 39s
288
802
106
99
1h 58m 7s
259
707
88
58
3h 47m 4s
262
697
73
67
43m 51s
102
308
68
56
1h 56m 2s
163
454
Las Vegas
Surprise
Wickenburg
Denver
Peoria
SESSIONS

TOTAL USERS
USER ENGAGEMENT
VIEWS
EVENT COUNT
CITY
Town of Wickenburg Arizona
November 2025
8/8