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⌬ Town of Wickenburg Arizona Digital Media Dashboard Total Clicks 75% 4,001 Avg. CTR 750% 0.85% Avg. CPC Wic… 56% $0.85 Impressions 29% 256 K Google Ads Clicks 0.16% WMM_Wickeburg_Out_Of_State_Market_Website… 977 WMM_Wickeburg_In-Market_Drive_Market_Webs… 954 GA4 Sessions 8,723 42% 0 500 1,000 1,500 2,000 outofstate (direct) (organic) OutofState WMM_Wicke… WMM_Wicke… drivemarket (referral) 1,931 Clicks Town of Wickenburg Arizona December 2025 1/8 ⌬ Overall Performance Summary Key Month-Over-Month Takeaways (December vs. November) More engagement, fewer wasted impressions Ad clicks increased ~75% (to around 4,001). Impressions decreased ~29%, meaning we showed fewer ads but got many more clicks from the people who did see them. Overall CTR improved and CPC fell to about $0.85, a 56% decrease in how much we pay per click. Website traffic and interest are rising Website sessions increased about 42% to 8,723. Users (individual visitors) increased roughly 48% to 7,874. This shows that more unique people are discovering and exploring Wickenburg online. Meta (Facebook & Instagram) launch was a success In its first month live, Meta generated thousands of clicks at a very low cost (~$0.17 per click) and strong CTR (over 5%). This is a cost-effective way to introduce Wickenburg to new audiences and send them to the website. Google Search remains the “high-intent” channel Search clicks held steady (around 1,900), with very strong CTR and improved conversion rate (a higher percentage of visitors taking key actions on the site). This shows people who click through from search are often further along in planning—they’re actively seeking things to do or places to go. Display & CTV are leaner but smarter We reduced the number of display/CTV impressions, but those that remained were better targeted. CTR more than doubled, meaning these ads are now more likely to generate clicks and site visits. Town of Wickenburg Arizona December 2025 2/8 ⌬ Google Ads Campaigns Overall Clicks 1,931 0.16% Overall Clicks 1,931 0.16% Out of State Markets 952 12% In-Market (AZ) 953 11% 954 $0.60 21.72% 4,392 977 $1.34 10.67% 9,154 446 $0.61 16.88% 2,642 0 508 $0.59 29.03% 1,750 0 1 Dec 8 Dec 15 Dec 22 Dec 29 Dec 25 50 75 100 125 0 200 400 600 65+ Unknown 55-64 45-54 35-44 25-34 18-24 0 50 100 150 200 Las Vegas Los Ang… San Diego Denver Salt Lak… Anaheim Albuquer… Colorado… 0 100 200 300 Phoenix Surprise Scottsdale Peoria Glendale Mesa Sun City … Buckeye Avg CPC 12% $0.98 Clicks 0.16% 1,931 CTR 3.32% 14.26% Impressions 3.34% 13,546 Phone Calls 100% 1 Conversion Rate 15% 2.02% 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 December 2025 3/8 $0.61 365 1,271 $0.64 224 1,502 $0.62 121 590 $0.57 96 523 $0.56 75 270 $0.48 61 139 $0.65 6 49 $0.39 3 10 478 $1.27 15.10% 3,166 1 499 $1.42 8.33% 5,988 0 $1.28 315 2,221 $1.45 220 2,753 $1.37 175 1,366 $1.23 124 577 $1.42 48 1,131 $1.33 32 274 $1.37 25 317 $1.41 14 156 things to do in arizona wickenburg wickenburg museum wickenburg az things to do in wickenburg things to do in wickenburg az what to do in wickenburg az visit wickenburg Branded Things to Do wickenburg things to do in phoenix things to do in arizona wickenburg museum hiking desert caballeros wickenburg az Rodeos 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 December 2025 4/8 ⌬ Facebook Ads - Campaigns Clicks 6,537 100% Clicks WMM_OutofMarket_Website_Traffic_Campaign 5,039 WMM_InMarket_Website_Traffic_Campaign 1,498 Publisher Platforms Facebook 6,344 Instagram 162 Audience 31 5,039 90,425 $0.16 5.57% 1,498 30,012 $0.20 4.99% 1 Dec 8 Dec 15 Dec 22 Dec 29 Dec 0 200 400 600 800 Clicks 100% 6,537 Impressions 100% 120 K Average CPC 100% $0.17 CTR 100% 5.43% WMM_OutofMarket_Website_Traffic_Campaign WMM_InMarket_Website_Traffic_Campaign 6,537 Clicks Showing 2 of 2 Rows CLICKS IMPRESSIONS AVERAGE CPC CTR CAMPAIGN Town of Wickenburg Arizona December 2025 5/8 ⌬ CTV and Display Campaigns Reach 74% Town of Wickenburg AZ - Out of State Markets - Display 29,311 Town of Wickenburg AZ - In-State Markets - Display 7,012 Town of Wickenburg AZ - Out of State Markets - Display Retargeting 2,298 Town of Wickenburg AZ - In-State Drive Market - Display Retargeting 491 491 10,190 10 0.10% 2,298 43,098 113 0.26% 29,311 55,618 141 0.25% 7,012 13,036 33 0.25% Impressions 65% 122 K Unique Impressions 74% 39,112 Clicks 15% 297 CTR 144% 0.24% 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 39,112 Unique Impressions Showing 4 of 4 Rows UNIQUE IMPRESSIONS IMPRESSIONS CLICKS CTR CAMPAIGN GROUP Town of Wickenburg Arizona December 2025 6/8 ⌬ Google Analytics 4 - All Channels User Acquisition Sessions 8,723 42% Sessions 42% Display 1,955 Paid Search 1,860 Unassigned 1,627 Direct 1,598 Organic Search 1,479 Organic Social 155 Referral 142 Cross-network 27 1,955 1,828 2h 52m 25s 2,334 6,611 1,860 1,565 1d 9h 40m 39s 3,839 10,888 1,627 1,557 6h 22m 56s 2,043 5,982 1,598 1,520 4h 28m 33s 1,957 6,540 1,479 1,201 1d 3h 33m 27s 2,733 8,037 155 155 10m 14s 195 580 142 113 2h 48m 8s 352 999 27 27 22m 24s 79 208 2 2 — 2 6 1,102 950 13h 53m 46s 1,927 5,445 864 866 8m 28s 853 2,780 821 812 3h 8m 38s 997 3,003 367 327 3h 22m 1s 524 1,494 1 Dec 8 Dec 15 Dec 22 Dec 29 Dec 0 500 1,000 1,500 2,000 Sessions 42% 8,723 Total Users 48% 7,874 Views 35% 13,534 Event Count 28% 39,851 Engaged Sessions 12% 3,265 Display Paid Search Unassigned Direct Organic Search Organic Social Referral Cross-network Paid Social Phoenix Lanzhou (not set) Los Angeles 8,723 Sessions Showing 9 of 9 Rows SESSIONS TOTAL USERS USER ENGAGEMENT VIEWS EVENT COUNT CHANNEL Showing 10 of 1,289 Rows SESSIONS TOTAL USERS USER ENGAGEMENT VIEWS EVENT COUNT CITY Town of Wickenburg Arizona December 2025 7/8 350 322 3h 32m 52s 511 1,474 312 313 24m 26s 6 538 190 190 15s 190 571 182 167 2h 38m 20s 304 916 147 145 42m 37s 189 539 124 124 — 124 372 Las Vegas Singapore Birmingham Denver San Jose Caledonia SESSIONS TOTAL USERS USER ENGAGEMENT VIEWS EVENT COUNT CITY Town of Wickenburg Arizona December 2025 8/8